Rural influencers on Douyin: reflecting and reinforcing civil and moral values

This study explores the emergence of rural influencers on Douyin, a popular social media application in China, and investigates the values these influencers communicate to their audiences. Recognizing the instrumental role of media, particularly social media, in promoting societal values, it examines the values associated with rural life that Xi Jinping seeks to spread within Chinese society. The study then employs content analysis to examine the values projected by three prominent rural influencers—Northeast Yu Jie, 80 Xu Lao Lao, and Fu Ge San Nong. The findings show significant parallels between the values promoted by these influencers and those advocated by Xi Jinping and the Chinese Communist Party (CCP), emphasizing the role of digital platforms in aligning cultural dissemination with governmental objectives. Rural influencers not only showcase aspects of rural life but also reinforce the government’s narrative on cultural preservation and moral education, thereby shaping public perceptions and promoting state-endorsed values in modern China.