Creation Process for Professional Content Creators through DouYin Short Video in People's Republic of China

Abstract

This study aims 1) To study the situation of creation process for professional content creators through DouYin short video in People’s Republic of China; 2) To analyse creative activity of DouYin short video production and the opinion of professional content creators through DouYin short video; 3) To analyse the relation between central, local government and professional content creators; and 4) To provide optimized suggestion for general content creator to transition into professionalization

The research was mixed methodology research. The sample size of DouYin professional content creators in People’s Republic of China, obtained by simple sampling method, totalling 400. The key informants were totally 23.  The instruments used for data collection were questionnaire, in-depth interview, and non-participatory observation. The theoretical frameworks applied include communication theory, uses and gratifications theory, media consumption theory, sign consumption theory, structure and agency theory, and algorithm-driven communication models, providing a systematic analytical framework for understanding the communication behaviours and strategies of professional content creators.

The findings reveal that the creation process comprises of (1) pprofessional content creators attract specific users through symbolic expression and brand building, (2) knowledge-based content faces limitations in achieving widespread dissemination due to fragmented consumption patterns and algorithmic biases, and (3) the central and local government policies impact to content creation both positive aspect as content dissemination promotion and negative aspect as impose constraints on creative freedom. Based on these insights, this study proposes a pathway for creators to achieve professionalization, including personal branding, content quality optimization, and cross-platform expansion strategies. These findings not only offer new perspectives on professional content creation in China's short video ecosystem but also provide practical guidance for the platform’s creators and policymakers.