Digital duality: negotiating tradition, modernity, and identity among rural housewife Douyin creators in China

Douyin, the Chinese domestic version of TikTok, has rapidly become a key social media platform in rural China, offering new avenues for self-expression and economic participation. This study draws on in-depth interviews with 21 rural housewife Douyin creators to investigate how they balance traditional household responsibilities with evolving digital identities. The findings indicate that Douyin opens up unprecedented opportunities for these women to challenge stereotypes, showcase agricultural and domestic skills, and redefine rural femininity. However, this engagement also introduces constraints, including algorithmic pressures to curate content, community scrutiny, and the need to reconcile online visibility with cultural expectations of modesty. Despite these challenges, many participants use Douyin’s interactive features to negotiate complex family and community dynamics, thereby shaping new perceptions of rural womanhood. By examining the interplay between tradition and modernity, the study highlights how Douyin serves as both a platform for empowerment and a space where existing gender norms can be reinforced. The analysis shows the intricate ways in which digital media can transform social roles, while also drawing attention to the persistent cultural and structural barriers that rural housewife creators face. Overall, this research contributes to a deeper understanding of the multifaceted impact of short-video platforms on rural women’s identities, family relations, and community engagement in contemporary China.