Old Wine into New Wineskins: Chinese Vloggers between Tradition and Modernity
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Traditional culture
Poetics of new narratives
Li Ziqi
Dianxi Xiaoge

How to Cite

Yakushenkov, S., & Yakushenkova, O. (2020). Old Wine into New Wineskins: Chinese Vloggers between Tradition and Modernity. Galactica Media: Journal of Media Studies, 2(4), 52-86. https://doi.org/10.46539/gmd.v2i4.139


Following the definition of A. Appadurai, the authors consider some aspects of the mediascape of China within a certain images. Particular attention is paid to such a new form as vlogging, based on thematic video narratives. The article deals with two interesting cases: the works of Chinese women Li Ziqi and Dianxi Xiaoge. The choice of these vloggers was based on important characteristics related to their popularity in China and abroad, the conservatism of their content, and the connection with new technologies. Their work reflects many new trends in the development of the mediascape, based on both modern approaches to media production and traditional Confucian values. The themes of their works clearly show a call for rural simplicity, harmonious existence with nature, which gives people everything they need, commitment to traditionalism and rejection of modern technologies, connection with the family, and some other Confucian ideas. In turn, their popularity, especially in China, says that the ideology of their products is close to millions of fans of their work.

To prove that conservatism prevails in the modern cultural space of China, the authors analyze the emerging trend of fugu – ‘the revival of antiquity’, expressed in the desire to dress in medieval Chinese costume – hanfu. The movement for the revival of traditional Chinese costume which began in 2003 indicates the activation of the process of national self-identification, which was a kind of response to the strengthening of globalization and the active development of China, leading to various cultural transformations


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