Dare to Dream, Dare to Live Stream: How E-Commerce Live Streaming Empowers Chinese Rural Women
3Dare to Dream, Dare to Live Stream: How E-Commerce Live Streaming Empowers Chinese Rural Women
Ningjing Tang, Lei TAO, Bo Wen, Zhicong Lu
CHI'22: ACM Conference on Human Factors in Computing Systems
Session: Technology for Developing Regions and Underserved Populations
Abstract
China has witnessed the rapid growth of the e-commerce market and live streaming community worldwide in recent years. The commercialization of live streaming has led to the rise of e-commerce live streamers. Rural women are joining in the trend, which depicts a picture where women are empowered by this new form of entrepreneurship. We conducted an interview-based study with rural female live streamers to understand the motivation, stigma and the empowerment of them. We found out that they choose to be streamers for both practical and self-presentation purposes, and the empowerment can be discussed in multi dimensions:economic, social, intellectual, psychological and spiritual. They also experience social stigma rooted in rural society, and have different ways to deal with it.Our work contributes to the HCI and CSCW community by giving a nuanced understanding of the specific group of livestreamers, and provides aspects which can improve the experiences of rural female livestreamer.
WEB:: https://chi2022.acm.org/
Pre-recorded presentations of CHI 2022