The Impact of Cultural Factors on Chinese Teenagers’ Self-presentation in Douyin's Videos

Modern mobile technologies that allow the quick creation of short videos provide users with ample opportunities to present their information in public space. Teenagers have become the most active users of new forms of creativity, so their self-presentations on video platforms deserve attention. This study uses content analysis to examine the features of Chinese adolescents' self-presentation on Douyin, the Chinese TikTok counterpart, and the cultural factors that determine these features. We discovered that teenagers' self-presentation is characterized, firstly, by the creation of a virtual identity based on the real one, secondly, by freedom in the choice of role behavior, and thirdly, by the idealization of their image and various means of its formation. In addition to the impact of social, commercial, and network values, we also found the influence of traditional Chinese culture. Cultural stereotypes formed by upbringing are reflected in the forms of self-presentation (from external style to way of thinking) by the modern younger generation on social networks. We noted the role of celebrity culture in the daily lives of teenagers. In the future, studying the role of Chinese adolescents in the social information system, especially at the stage of changes in their self-perception and self-presentation, seems relevant.