China’s Modern Media Market

DOI: 10.17721/2522-1272.2023.83.8  

UDC 007:659.3:004.738.5(510)”312″

Rigele Na, PhD student Educational and Scientific Institute of Journalism, Taras Shevchenko National University of Kyiv
0000-0002-2900-9012

ABSTRACT

The objective of the article is to determine the main trends in development of online media in China. In modern China, as in most developed countries, online media have become the most influential and stable.

The relevant literature on the trends in development of Chinese online media and media models driven by algorithms has been systematically reviewed and analyzed. A case study method was used to analyze in detail the working principles of the Toutiao and Douyin algorithms, as well as their economic and political advantages.

It is shown that with transformation of China‘s traditional media industry, online media that work under the algorithm model (i.e., as personalized media), and especially the short videos have begun to gain weight as the main force of government propaganda and economic stimulation of consumption. The use of short video accounts is expanding. It is no longer just an exchange of videos from life, but a function of communication between business advertising and online shopping.

The personalized media represented by algorithms successfully influence the consumer. But they can lead to cognitive fatigue of the audience, and then can have a negative impact in the long term.

KEYWORDS: development trends of Chinese online media; algorithmic media; video application.