Research on the Dissemination Mechanism and Effectiveness of Gender Equality Topics on Social Media
Year: 2025
Type: article
Abstract: With the rapid development of digital media, live streaming sales, as an emerging consumption and communication model, not only reshape consumer behavior and business structure, but also subtly promote the redistribution of gender roles. Especially in China, the high participation of women in live streaming sales is not only reflected in their role as anchors, but also in the composition of the main consumer group. From a sociological perspective, this article focuses on the study of consumer behavior motivation and explores the gender, culture, and social significance behind it. Through the analysis of the performance of female anchors in live streaming platforms, the classification of consumer motivations, and their social interaction patterns, this article finds that media platforms not only enhance the social visibility of women but also contribute to their economic and cultural empowerment. This bottom-up social practice has gradually changed the passive role of women being "watched" in public spaces, turning them into active subjects with expression and influence. The article concludes that although live streaming sales have promoted the process of gender equality, it still requires joint efforts from platforms, policies, and society to truly achieve structural support and long-term empowerment.
Author: Xiaoran Tang
Institution: Dalian Polytechnic University
Language: English
Topic: Gender, Feminism, and Media
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412495319