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Catalog
Introduction
I Background of the Paper
II Objective of the Paper
Literature Review
Concept Explanation
Research Question
Methodology
Discussion why are earthy videos popular among urban and rural audience?
Internal
Higher quality of video content
Varied communication channels
External
1.Audience’s different levels of acceptability
Individually: identity constructions
Socially:communication network
2.Audience’s selective contact behavior on discrepant interests
Urban Audiences:for decompression;for curiosity;appreciation of the ugliness
Rural Audiences:more interest in reading and other categories of videos.
Social Implication:
Prosperity of sub-culture and Development of cultural diversity
Stricted surveillance to vulgar contents
Existing “elitism” perspective
Existing principle of "selective contact" and audience literacy
Conclusion
Introduction
I Background of the Paper
According to China Internet Visual-audio Development Report (Ma, 2018), by the end of June 2018, the user size of online videos in China has reached 609 million, accounting 76.0% of the total Chinese Internet user amount, with an increase of 5.2% compared to 6 months ago. The online video industry is flourishing, especially the development of short videos is boosting. The report shows that by the end of June 2018, the user size of short videos has reached 594 million, accounting 74.1% of the total Internet users. The tendency is that the older the users are, the less of watching online short videos. In addition, 80% users who are under 19-year-old or between 20 to 29-year-old are short video users. To conclude, the trend indicates that online short videos are a popular industry in China. On the other hand, the report also indicates that the content of short videos varies and content ecology tends to be mature with its development. In 2017, “funny” became the most popular short video category which accounts that is mentioned by 80.5% of the online video users.
Since 2014, a video of Shehuiyao (social shaking) dance, became a hit on the short video platform KuaiShou, leading the trend of Tuwei (earthy) videos (Xiao, 2018). In this paper, urban users are defined as people who are raised up in urban areas, while rural users are people who are grown up in rural or downtown areas. With the development of civilization, there will be more people, especially the youngs to move to cities for living, but rural culture is still where they started lives. So even though all of our interviews who are raised up in rural areas have moved to Shenzhen, we consider these “migrants” also as rural users.
According to Wang (2018), here are two reasons why they are categorized as earthy videos. Firstly, the shot scene is usually based on field, cafe or square at third- or fourth-tier cities, downtown or rural areas, and the scenes of these videos are not very clear without many editions. Secondly, the plots are being considered as “vulgar” with actors’ exaggerated acting.
II Objective of the Paper
By conducting comparative research with the methodology of visual discourse analysis and the concepts of “selective exposure behavior”, we acquired a comprehensive understanding to two main points: the reason why earthy videos could improve their visibility in both rural and urban areas but with different extent, as well as the social implication of earthy videos that they could lead to a convergent tendency but a “limited narrow” between subculture and mainstream culture. Besides, the perspective of “elitism” still exists, as well as audiences’ selective exposure behavior to earthy videos is still influenced by their origin socio-economic backgrounds.
Literature Review
As an interesting and complex social phenomenon, the population of earthy videos has been studied and analyzed by scholars from different perspectives.
The development of digital platforms aiming at different types of users who bring earthy videos from the bottom to different user groups. It is argued that some accounts in Weibo upload selected and re-edited earthy videos from KuaiShou which get more people to be aware of the existence of these videos (Xin，2018).
For the reasons of the popularity of earthy videos, Wu (2018) argues that firstly, earthy videos move to higher level of users through platforms such as Weibo, reach to the people who take them as fun for releasing pressure. Secondly, different from the traditional fan circle, fans of earthy videos are able to make direct communication with earthy videos broadcasters through the digital platform. For platform users, watching earthy videos is not only for entertainment but also a communicative channel.
What is more, watching and making earthy videos could also for their self-expression. According to Xu (2018), earthy videos are mostly made by people from lower social class without high education level which is a subculture from underdeveloped areas. In their perspective, earthy videos could express their rebel, novel life for showing their “good life”, which could be seen as a subculture for self-expression. While for users who enjoy earthy videos, they are also different from the mainstream of aesthetic. For earthy videos fans, “earthy” is the joy and laughing at themselves for "appreciation of the ugliness"（Stephen,2013）, which could also be considered as a fan subculture.
Within this paper, subculture is taken to refer to the channel for shared values and practice among groups of people who seek self-expression. According to Blackman (2014), the concept of subculture then became complex and has been explained with different emphasis for different research. Hodkinson (2002) when talking about Goth Subculture, makes a point that there is a strong sense of collective identity, and the participants of this subculture share an affinity. Back to the traditional definition by Centre for Contemporary Cultural Studies (CCCS) for subculture, it is a set of counter-hegemonic practices, from which subculture could be interpreted as “collective social formations within wider social, political and historical moments, responding to their material experiences and understood as representing a creative challenge to bourgeois order through forms of resistance”(Kempson, 2015).
As to the implications of the phenomenon of earthy subculture entering society, Hebdige(1979) argues that there are two forms of incorporation to the society which are the commodity form and the ideological form. The commodity form refers to the conversion of subcultural signs into mass-produced objects, while the ideological form refers to the labeling and re-definition of deviant behavior by dominant groups - the police, the media, the judiciary. For earthy videos, the economic benefit of digital platforms drives more types of iterative functions on these digital platforms, such as receiving gifts during live shows, creating fee-paying earthy style paragraphs, which facilitate the boost of earthy subculture into an industry and increase its popularity. Besides, the government surveillance and shut-down famous earthy videos public accounts on digital platforms shows the line decided by the dominant.
Concept Explanation
Selective contact theory
According to Brosius and Peter (2011), the basic assumption in the study of selective exposure is that people expose themselves to external stimuli in a selective way. When audiences come into contact with mass media activities, they do not treat any media and content indiscriminately, but rather tend to contact with the media or content which have their own positions, views, attitudes or approaches, and intentionally or unconsciously avoid those media or content which are contrary to their existing tendencies.
As early as the 1940s, the IPP index analysis carried out by P. F. Lazarsfield（1948）has proved that voters' voting positions are closely related to their existing political tendencies. According to this result, Lazarsfield put forward the famous "political inclination hypothesis": when people make decisions on elections or other political issues, such decisions do not depend on temporary political propaganda and mass communication, but basically on their political inclination so far. Besides, Lazarsfield (1948) and others believe that the audience's access to mass communication information is not indiscriminate, but more willing to choose content that is consistent with or close to their existing positions and attitudes to contact, and there is a tendency to avoid the content of the opposition or conflict. They call this conclusion the hypothesis of selective exposure. (Lazarsfield, et al.1948)
In scholars’ study (Sullivan, Larry E., ed, 2009; Kastenmüller, Greitemeyer T., 2010; Krueger, J., ed, 2012), they also find "selective contact" does not exist only in the political field, but also in the fields of consumption, culture and entertainment information. As the basis of choice, besides personal factors such as interests or hobbies, their group values and group norms play an important role. The existence of the "selective contact" mechanism shows that the audience is not completely passive in front of the mass media, but has some initiative, and the mass media does not dominate and control the power of the audience at will.
In our paper, Selective contact theory emphasizes the active role of the individual in the selection of media content.
Research Question
On the one hand, scholars discuss many reasons in earthy videos’ visibility and the social implications that earthy videos could bring or represent to society. On the other hand, considering that Shenzhen, as a highly hybrid community for both urban and rural people, is a suitable area for us to do comparative research.
Based on that, the following research questions are proposed:
Research question：why are earthy videos popular between urban and rural audiences?
Sub-questions:
Does earthy videos have the equal popularity between urban and rural audiences?
What are the reflections /social implication of the popularity of earthy videos could bring to society?
After having laid out our theoretical definitions and research questions, we will now turn to discuss data collection and analysis.
Methodology（qualitative/ case study/ visual discourse analysis content）
In this research, qualitative research will be carried out for in-depth research. Reference to the related literature and reports mainly produced by Chinese researchers, due to a lack of analysis about why both rural and urban users case study will first be applied to analyze the collected data for the purpose of understanding whether urban/rural environment could be considered as a significant factor that has an influence on people’s preference of earthy videos. Totally, 10 valid interviews from Mainland China were conducted for data collection, with 5 participants come from urban areas while the other 5 participants come from rural areas. Besides, visual discourse analysis is adopted to analyze what is the difference of the selective exposure for different digital platform users and why this difference exists.
Discussion: why are earthy videos popular among urban and rural audience?
As visual discourse analysis concerns in “studying the structures and conventions with visual texts, then identifying how certain social activities and identities get played out in their productions.” (Albers, 2007), the methodology of visual discourse analysis, which is applicable to our research, will be used into our case study, in order to better answer our research question: why are earthy videos popular among urban and rural audiences?
Basically, the reason for this phenomenon could be analyzed from both internal and external perspectives, that is, the videos content and audience’s personal preference.
On the one hand, the popularity of earthy videos is promoted in both rural and urban area by the improvement of video content quality and the diversity of communication channels.
I Higher quality of video content
Earthy video’s content nowadays is different from the past. It has not been fully equal to “vulgar and nutritious”. Conversely, it develops with richer categories and high-quality contents (Tencent, 2018), for example, rap, sitcom, gastronomic, cosmetic, and even large-scale TV show "Creation 101" shoots earthy videos as a marketing strategy. Take “Hua Nong Xiong Di”(华农兄弟) as example, which is one of the most popular self-media in KuaiShou and Bilibili, with 2.18 million followers and 150 million broadcasts till 6th Dec, 2018 (https://space.bilibili.com/250858633/#/). In the video series, two brothers living in Jiang Xi Province show various ways of cooking and farming in a “countryside style” to audiences. Although there are only plain scenes of raising bamboo rats, picking fruits and cooking in the viewfinder, with grounded audio-visual language and simple costume, the overall video quality is very mature. Their expression is natural without nervous. Besides, when they collect food materials, the pictures are elegantly edited from multiple short shots. When they cook, they shoot from different positions. What’s more, dubbing and subtitles are also diligently added in their videos. Based on that, the whole narrative structure of farmers' living conditions could be constituted, with presenting a simple but sufficiently infectious rural scene to audiences. In our interview, some interviewees also showed that this improvement of quality made them more willing to watch earthy videos. “Those videos, like Giao Big Bro (Giao 哥) are quite interesting.” One of the university graduate students told us.
II Varied communication channels
The development of platforms provides earthy video varied communication channels, which could also increase earthy video’s visibility to audiences.
According to the statistics showed in Nov. 2018, 102 videos exceeded 10 million broadcasts, 648 videos played between 5 million and 10 million, and 7140 videos played more than 1 million broadcasts in six top short video platforms. (Chang, 2018) Beside, Tik Tok had 511 videos with millions of broadcasts.
As Van Diijck argues, digital platforms have become increasingly prevalent over the past couple of years, which has shaped and penetrated new forms of online sociality and ecosystem. (Diijck,2013)
Earthy videos, in the process of multi-platform communication, has also constructed a special online sphere, which could also provide the soil for the rise of these “earthy videos”. Like KuaiShou and Tiktok, these UGC platforms welcome all the users to generate content. This kind of mass self-communication, which is a new socialized form of horizontal networks of communication (Manuel, 2007), gives the potential that everyone could become a key opinion leader. Based on that, it is easier to arouse people's desire for attention and participation. For instance, according to Xu (2018), the fans of earthy videos in Weibo have generated a virtual scenario as a class (troops in the name of earthy, 土家军) for interaction. In the class, the Weibo account Tu Wei Lao Die (土味老爹) is called “the teacher” and its million of followers recognize themselves as “students”. Also, those followers who engage in the discussion of earthy videos actively and make popular comments are called “monitors”, and some of the followers even film videos by imitating the plots in the earthy videos and upload them, which is called “turning in assignments” (Xu, 2018). And if “the teacher” likes or comments “the assignments”, the followers will regard the assignments as “graded” (Xu, 2018). In our interview, six of ten interviewees also said that they are often recommended by platforms, such as Bilibili, KuaiShou, Tiktok to get contact or interact with may earthy videos.
However, on the other hand, although the visibility of earthy videos has enhanced, the extent of popularity is not the same in urban and rural audiences, which could have two reasons.
I Audience’s different levels of acceptability
From our interview, we found that audiences still have stereotypes about earthy videos, however, this kind of stereotype of the urban audiences seems to be more easily removed and their attitudes to earthy videos tend to be more objective that of the rural audiences.
Individually, this is related to their own identity constructions, which is influenced by his own original cultural circle, education level and so forth.
For instance, a local Shenzhen citizen shows an objective attitude to the earthy videos: “Although I don’t think those videos are interesting, I do not object to them. Since everyone has his or her own right to make a choice, we should respect them.”
Moreover, other two urban interviewees, graduated from university, working as clerks in real estate company, when they were directly asked if they liked “earthy videos”, they stated that they dislike the videos. However, after explaining that earthy videos nowadays has more categories, such as Giao Big Bro (Giao哥) and “Hua Nong Xiong Di”(华农兄弟), they implicitly indicated that they watch these videos and actually found them interesting in the successive interviews. When we asked them the reason of this attitudinal change, they admitted that they had the stereotypes with earthy videos that they saw these as something “vulgar and dirty” at first, besides, they do not want to let other people think they are also vulgar.
However, this stereotype to earthy videos of the rural audiences cannot be so easily removed like urban audiences.
Among all the interviewees from rural areas, only one of them explicitly acknowledged his favor of earthy videos: “because it will make my business more flourishing”. This barbershop owner decorated his shop with the “earthy” elements: he logo of Tik Tok, just for the sake of “making my shop looking stylish”. Apart from the barbershop owner, almost all the interviewees form rural area showed strong antipathy to earthy videos. None of them have the knowledge of the term “earthy video”, although after we describe the video contents to them, interviewees still tend to use “crazy”, “childish”, “wired” to describe earthy videos. And when being interviewed the reason why they dislike those videos, they usually indicate that they had no interests in watching those videos or those videos are not helpful to their lives.
Socially, this is also related to their communication network, such as friends, colleagues, family members and so on. As Multi-Step Flow Model (Lazarsfeld, et al. 1948) points out, people’s attitude could be affected and modified by the social norms of each community groups. In our interview, some of the urban interviewees, such the researcher in Tencent, said that because of friends’ recommendation, they could have the chance to get in touch with earthy videos and then “change my mind to these content that actually they are interesting.” One of our interviewees even participates in the fan group of Giao Big Bro. In this online group, “People love sharing emoticons and funny videos of Giao Big Bro and that is fun”, she told us. However, rural interviewees rarely talked about they would share these videos in their social hubs.
II Audience’s selective contact behavior on discrepant interests
From the interview, we found out that the audiences’ selective contact behavior is based on discrepant interests or motivations also plays an important role. To the urban audience, their preferences to earthy videos are based on three reasons.
Firstly, they watch earthy videos for decompression. They think the logic of this kind of video is simple and pure, which can be used to kill time and relieve pressure. In our interview, all of them acknowledged that watching earthy videos can help them relax from work or study. “I need earthy videos to eliminate my stress every time when I have to do a lot of assignments.” one of our urban interviewees from CUHK said to us.
Secondly, they watch earthy videos for curiosity. They argue earthy video, which is close to country life, could bring them to the rural social environment that they seldom come into contact. Based on that, they could find the content of the earthy videos more fresh and exciting, compared with those rural audiences who have grown up for a long period in the countryside.
Thirdly, this special selective affection of urban audience can also be attributed to "appreciation of the ugliness". Like Stephen Bayley argued in her book, “The beautiful and the ugly are not opposites, but aspects of the same thing…...Beauty is boring – but ugliness, no matter how difficult to define, always fascinates.” (Stephen,2013). As scholars discussing in our literature review above, this "appreciation of the ugliness" could also influence audiences’ attitude to earthy videos. One university student from CUHK directly acknowledged her favor of those videos to us. “Those people in the videos behave oddly, saying something wired, that’s the funniest. I know those videos are earthy because I’m different from the people in the videos.” Besides, another urban interviewee presented her opinion similarly: “I usually watch the earthy videos from an overlooking view. I can distinguish myself and them, in this way, if someone thinks the videos are normal, he or she is really earthy”
As for the rural audience, their selective contact behaviors are quite different from those of urban audience.
Firstly, they tend to improve themselves by reading, such as philosophy and commercial books. Compared with urban audiences, they resided in the countryside for a certain period before moving to Shenzhen, and are familiar with the rural way of life, thus, they have less curiosity to the earthy videos like urban audience do. What’s more, since Shenzhen is a highly developed metropolitan, even the villages in the city are well equipped with urbanized infrastructures and the villages are not far from urban areas. Hence, for those rural audiences who have the intention to merge into the city culture, rejecting what are deemed as “earthy” by the urban people is a strategy. One of our interviewees, a salesperson in a gym who criticized the earthy videos by indicating the videos are vulgar, also he showed strong willingness to engage in the city life and would like to distinguish his identity as an intelligent person: “The videos cannot help me with my business, and I don’t think normal people nowadays are interested in those videos, they are more suitable for pupils. I prefer to other videos, for example, some videos can teach me philosophy in life and after watching these videos, I usually take screenshots of some meaningful sentences and post them to my WeChat Moments. I don’t have a good educational background, in order to distinguish myself, I would like to make my WeChat posts high-end. The posts will also be beneficial to my business.”
Secondly, they are more likely to relieve their stress through other categories of videos, for example, sports (including fitness), games, business management, camgirl lives, and TV dramas. A barber showed great interests in different kinds of videos: “I’m usually busy with my work, and I don’t have any time watching the videos you said (earthy videos), but I like watching game videos because I love playing games. I also watch American TV dramas during my spare time. And I like camgirl lives, but those videos require you to reward the female broadcasters, so I can’t watch them. (italics added by the authors)”
However, to these pornographic, violent and ethical contents of earthy videos, almost all the interviewees agree they should be under strict surveillance. A Ph.D. graduated from Tsinghua University and working as a researcher in Tencent, he sometimes watches earthy videos for recreation and indicated that surveillance is necessary: “Some contents are really unwatchable, and vulgar, so those earthy videos must be under strict surveillance.” Moreover, he also appeals the surveillance by indicating that some of the videos can easily spread like virus: “In some videos, people’s behaviors are over-dramatic, some people are not rational, and they may well imitate the plots in the videos, so the surveillance will be beneficial (for us) to a great extent. (italics added by the authors)”
Indeed, although the whole quality of earthy videos has improved, we still cannot deny that vulgar elements still exist. In KuaiShou, some female users who do live show usually wear dramatic make-up and dress colorfully, and some male users usually dress tight pants, short jackets and wear extremely short haircut. In the videos, many broadcasters utilize rude languages and behave exaggeratedly. For example, they eat stuff that are unsuitable to be regarded as food. Also, some broadcasters use shallow words to express their feelings or educate audiences to follow some rules of life. For example, a live broadcaster, Tianyou (天佑), who did live freestyle and recognized his works as the quintessence of Chinese culture, indicating his freestyle should be treated the same as Beijing Opera. In his live show, he used to describe the pleasure after abusing drugs and smoking or utilizing rude language when interacting with the audience. Also, in KuaiShou, there were adolescent pregnant female broadcasters displaying their life situations, some of them did live shows with their so-called “husbands” (Liu, 2018). Besides, sexism or even violence generally exist in the videos of KuaiShou, females are deemed as betrayers to their husbands, and a broadcaster was even reported to abuse his girlfriend when doing the live show（Liu, 2018）. Moreover, some broadcasters are also found doing pornographic live shows in KuaiShou（Liu, 2018). The hedonism, violence, misogyny and other features of these videos are the reflections of lives of Chinese margined groups.
The surveillance of earthy videos is also increasing. On February 12, 2018, several departments of the Chinese government are reported to jointly take actions to overhaul the videos with harmful and vulgar contents on the Internet, during this action, some broadcasters, for example, Tianyou (天佑) was required to terminate his live shows and clear all the videos in his account (Zhong, 2018). And on November 13, 2018, Weibo issued an announcement, stating that including Tu Wei Lao Die (土味老爹) and Tu Wei Wa Jue Ji (土味挖掘机), 336 accounts had violated the regulations of Weibo and would be closed(Wei, 2018). All these actions reflect the regulate behaviors of the official to the sub-culture, in order to maintain the cultural hegemony.
Besides, to better solve our research questions, after analyzing the reason why earthy videos are popular among urban and rural audiences, we now turn to discuss the reflection of this phenomenon.
Firstly, it can be seen as the prosperity of subculture and the development of cultural diversity (Ma,2018). With the video’s quality improved, it also could help eliminate stereotypes in audiences. As mentioned above, because the popularity of earthy videos, those self-media accounts and its followers formulate a social zone together, in which users conduct socializing with each other based on earthy videos. For instance, users produce memes by screenshotting some images of earthy videos and rewrite some sentences by imitating the discourse in earthy videos and then disseminate them through social media. However, related supervision of subculture should also be concerned (Duan, 2018). As discussed before, all these government’s surveillance also reflects the regulate behaviors from the official to the sub-culture, in order to maintain the cultural hegemony.
Secondly, the “elitism” perspective still exists in this subculture population process (Xin,2018). Despite the deepening of the "civilianization" of culture and the weakening of the stereotype of the audience, audiences' different selective contact behaviors to earthy videos always exist, which are still influenced by their own original cultural circles, especially for those urban audiences, they trend earthy videos from an overlooking view for the "appreciation of the ugliness", which could also be a representative of “elitism”(Xin,2018). Nevertheless, they still could maintain a clear mind of right and wrong to those "vulgar" content, which could show that their "selective contact" is also based on some principles of values. Audience literacy still exists, which is also one fortunate finding in our research.
Conclusion
As a representative of “grassroots”, the popularity of earthy video can be seen as a prosperity of subculture and an improvement of cultural diversity. With the development of content quality and increasing concern of digital platforms, such as KuaiShou, Tik Tok and Weibo, earthy videos could attract more preferences from both urban and rural audiences. However, the extent of popularity is not the same in those audiences because of their different levels of acceptability and selective contact behavior, influenced by their original social background. Based on that, the popularity of earthy video could still reflect a “limited narrow” between subculture and mainstream culture and an existing perspective of “elitism”. Audiences from rural and urban areas still could not treat the same content in the same sight. Besides, another innovative finding from our research is that the selective contact behavior is built on principles of values that they all have a clear attitude to the vulgar content in earthy videos, which indicates the existence of audience literacy.
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Appendix
RQ:
Personal information
How long have you been in Shenzhen
What’s your job?
Monthly income level
Education level
Growth background
Relationships
Topics with friends/family members
Focus during spare time
Any hobbies?
self-identity(how they define themselves)
Interest
1.why do you like earthy videos?
2.Did you hear about KuaiShou?
3.Do you have your own account?
4.What kind of KuaiShou video do you like?
5.Do you watch these video in other platforms which is better
6.Why do you like this kind of videos?
7.Where did you find these videos? (weibo/KuaiShou/TikTok/wechat...)
8.How often do you watch them? When do you usually watch them?
9.Which bloggers do you like most?
10.Have you ever “Like” “Comment” “Share”?
11.Some people say these kind videos are a bit earthy, do you agree or not? Why?Not so decent?
12.Have you ever tried to upload your own made videos to social media platforms? If so, can you show us your account?
13.What do you think of the surveillance ?
Further question
Many bloggers’ video are deleted and forbidden to use the account to post anymore,do you think it can relate to power structure/surveillance?
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