Cross-Gender Performances and Audience Engagement on Douyin

This study explores the cultural and commercial impacts of cross-gender performances on Douyin, one of China's leading short video platforms. These performances not only entertain but also challenge traditional gender norms, engaging predominantly young, urban female audiences. Using a mixed-methods approach, this research combines quantitative data from proprietary analytics tools with qualitative content analyses to delve into how such performances resonate with viewers and influence societal views on gender. Findings indicate that these narratives significantly cater to the emotional and cultural needs of the audience. It fosters a deep connection that transcends mere entertainment. Moreover, the huge number of followers of cross-gender performers in Douyin advances more paths toward commercial success. This is increasingly significant in entertainment today, as strategic marketing often combines with artistic performance. This study underscores the role of innovative digital platforms like Douyin in shaping modern social narratives and highlights their potential in driving both cultural discourse and commercial success in the digital age.