Deconstructing Beauty Ideals: Presentation of Beauty on Douyin and Young Chinese Women's Perspectives

Abstract

As social media platforms increasingly shape beauty ideals, this study investigates how beauty is portrayed on Douyin, China's leading short-video platform, and how young Chinese women negotiate their body image perceptions through interactions with Douyin content. A thematic analysis of the 50 most-liked "Meinu" (beautiful woman) videos identified four prominent themes: 1) the thin ideal, 2) sexualization and objectification, 3) homogenization of physical appearance, and 4) the cultivation of a desirable "vibe." In-depth interviews with six Chinese female Douyin users aged 18-25 revealed that while participants acknowledged the singular, stereotypical beauty standard as the dominant cultural understanding, they expressed a preference for more diverse and healthy body types. Nonetheless, participants experienced body anxiety and pressure to conform to conventional beauty norms, exacerbated by family influences. Notably, most participants used Douyin primarily for entertainment and actively avoided beauty-related content. This study elucidates the tensions between internalized beauty ideals, personal body image perceptions, and social media consumption patterns among young Chinese women. Overall, the findings highlight the need for more inclusive and body-positive representations on Chinese social media platforms.