In the Digital Media Era, the Construction of Online Female Live Streaming Identities and Professional Identity Research

In the current digital media era, women's work is frequently subjected to more convenient "gazes." This study employs participatory observation methods to observe and research female anchors on internet live streaming platforms, exploring the processes of constructing their professional, familial, and social identities. The research finds significant variations in their roles and self-identities across different domains, closely influenced by factors such as digital work environments and the use of social media. The impact of digital media development on women's professional lives is profound and cannot be underestimated. Additionally, female internet anchors may face issues such as work-family balance and conflicts between career development and social needs. Promoting gender equality, fostering women's career development, eliminating potential gender discrimination and occupational barriers, and advancing social progress and development are imperative.