A Study of Xiaohongshu as an Important Decision-Making Platform - Based on the Perspective of Audience Commodity Theory

DOI

10.2991/978-2-38476-277-4_62How to use a DOI?

Keywords

Xiaohongshu; users; decision-making platform; audience commodity theory

Abstract

Under the digital media communication environment, the traditional audience commodity theory can no longer explain the logic of digital labor production. Therefore, this paper takes Xiaohongshu as an example, and explores how Xiaohongshu users carry out digital labor production from three perspectives: “producer and seller”, “your media” and “philia”. As “producers and sellers”, Xiaohongshu users are attracted by Xiaohongshu’s one-screen, multi-column page setup and the attraction of traffic to unconsciously produce content and data for the capital; as free “marketers”, users not only produce content and data for the capital, but also produce data for the media, like the traditional “audience commodity” theory. As free “marketers”, users not only attract audiences by providing free programmers and resell the audience ratings to advertisers for profit, as pointed out by the traditional “audience commodity theory”, but also extend the chain of reproduction, and re-consume media with great power.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Tianyi Yuan
PY  - 2024
DA  - 2024/09/02
TI  - A Study of Xiaohongshu as an Important Decision-Making Platform - Based on the Perspective of Audience Commodity Theory
BT  - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
PB  - Atlantis Press
SP  - 559
EP  - 565
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-277-4_62
DO  - 10.2991/978-2-38476-277-4_62
ID  - Yuan2024
ER  -