The sound of silence: Chinese Deaf creators’ self-presentation, labour practices and the visibility paradox on Douyin

Self-media entrepreneurs from marginalised communities face unique challenges in the rapidly evolving global creative industries. This study examines the lived experiences of Deaf creators on Douyin, China’s leading short-video platform, highlighting how they navigate the socio-technical and economic pressures shaping their labour experiences. Drawing on the ethnographic approach, we uncover the tension between the platform’s promise of visibility and the reality of constrained creative autonomy. Deaf creators are frequently compelled to conform to hearing-centric and commercially driven norms, leading to the commodification of Deaf identity and the reinforcement of Deaf stereotypes. Such practices not only normalise societal insensitivity towards Deaf culture but also reduce sign language to superficial and dismissive representations. By applying Callon’s concept of socio-technical agencements, our study critically examines how platform architectures enable and constrain the creative agency of marginalised groups. Our findings reveal how platform labour perpetuates systemic inequalities for Deaf creators, reinforcing cultural subordination and economic dependence within a hearing-centric digital space.