Self-presentation of Housewives in Social Media: A Case Study of Tik Tok

This study investigates the media image of housewives through the case of “Wang Rong, the mother of three children” on the Tik Tok platform. Utilizing content analysis, the study examines 464 videos posted by bloggers on the platform. Our findings reveal that the videos of which can be categorized into three distinct stages. The first stage portrays the image of a good and gentle wife and mother. The second stage shifts to a happy woman balancing her career and family. The third stage presents a pluralistic woman seeking resonance online. The study concludes that due to the shift from hetero-narrative to auto-narrative, the narrative framework of the housewife in the digital age is evolving. This evolution is characterized by the interplay between traditional stereotypes and modern depictions. As such, the evolving image of the housewife necessitates continuous discussion and research in contemporary media.