Unveiling online identity construction: A case study of language teaching micro-celebrities on Bilibili

In the digital age, the global online language education market is experiencing rapid growth. Language teaching micro-celebrities are individuals who create and share language content on social media, attracting large audiences and monetizing their popularity. As these figures gain traction, it is crucial to explore how they construct their identities. The present study examines the identity formation of three language teaching micro-celebrities on Bilibili, a popular Chinese video-sharing platform known for its focus on animation, comics, and games (ACG) content. We utilized Tracy’s (2002) framework on identity. Employing qualitative methods, we analyzed 30 videos from these micro-celebrities to investigate their identities and the multimodal resources they use for identity construction. Findings reveal that these micro-celebrities strategically cultivate multifaceted and hybrid identities, portraying themselves as successful yet relatable language teachers, intimate peers, and entrepreneurial individuals. By leveraging various multimodal resources, they seamlessly blend their native language, English, and visual elements to enhance understanding and establish unique personas. This research underscores the fluid and adaptable use of multimodal resources by language teaching micro-celebrities, highlighting their dual pedagogical and promotional roles. It contributes to a deeper understanding of the intricate relationship between online language teaching and micro-celebrity culture in Chinese social media.