Navigating Platform Power between Control and Creativity: Agency, Grassroots Innovation and Digital Cultural Production in China’s We-Media Creator Economy
Drawing on expert interviews and a case study of the prominent outlet Yitiao, this paper argues that China's we-media creators actively exercise agency through grassroots innovations, diverse monetization strategies, and community building to forge independent cultural production paradigms within the constraints of platform controls and state regulation.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
In the digital age, a new kind of worker has emerged: the content creator. These are individuals who build their livelihoods by making videos, writing articles, or sharing photos on the internet, turning their personal interests into a business. In many parts of the world, this work is shaped primarily by the rules of private technology companies and the desire to make money. However, in China, the landscape is different. Here, creators operate within a system where powerful technology platforms coexist with strict government oversight. This unique environment, often called "state-entrepreneurship," creates a complex space where creators must balance their desire to express themselves with the need to follow rules and satisfy algorithms. Understanding how these creators survive and thrive in such a constrained environment offers a fresh perspective on the global rise of the "creator economy," revealing how human ingenuity adapts when freedom and control are tightly intertwined.
A researcher set out to understand exactly how Chinese content creators navigate this difficult terrain. They were particularly interested in the people known as "we-media" creators, or zimeiti. Unlike traditional journalists working for big news organizations, these are individuals or small teams who publish directly to the public through apps and websites. The researcher wanted to know three things: what drives these people to start and keep going, how they make money without getting shut down, and what tools they use to reach their audiences. To find the answers, the researcher conducted in-depth interviews with eighteen different creators and experts, covering a wide range of topics from sex education and local culture to travel and technology. They also closely studied the history of a famous media group called Yitiao, which grew from a single WeChat account into a massive multi-platform business.
The study found that the motivations behind these creators are far more varied than simply chasing profit. While making money is a factor, many are driven by a deep need for self-expression, a desire to share knowledge, or a mission to serve their community. For some, the pandemic acted as a catalyst, turning a hobby into a full-time career when they found themselves with more time and a hungry audience. A significant number of these creators are former journalists or media professionals who left traditional jobs to take control of their own work. They bring their professional skills to the table, but they must constantly reinvent themselves to fit the digital world. The research suggests that for most, the drive is a mix of personal fulfillment and economic necessity, rather than a single goal.
When it comes to making a living, these creators have developed a sophisticated, multi-layered approach. They rarely rely on just one source of income. Instead, they combine advertising deals, selling their own products, offering paid courses, and receiving tips from fans. The study highlights that while advertising is the most common way to earn money, it is also the most precarious. Creators often feel trapped by the platforms they use; if an app changes its rules or its algorithm, their income can vanish overnight. To protect themselves, many have built their own private communities, such as groups of loyal followers they can contact directly, reducing their dependence on the unpredictable recommendations of big tech companies. This strategy allows them to maintain a connection with their audience even when the digital winds shift.
Technology plays a central role in this ecosystem, but it is used with caution. Creators heavily rely on mobile apps to edit videos and manage their content, often using tools that are built directly into the platforms they use. Artificial intelligence has also become a part of their workflow, helping them draft text or organize ideas. However, the researcher discovered a critical limit to this automation. Creators found that their audiences strongly prefer human connection. When content felt too perfect, too logical, or clearly generated by a machine, fans rejected it. The creators learned that their most valuable asset is their authentic voice and personality, something that technology cannot easily replicate. Consequently, they use AI as a helper but avoid letting it take over the creative soul of their work.
The story of Yitiao, the large media group studied in the paper, illustrates how these individual strategies scale up to a corporate level. Yitiao started as a simple account sharing lifestyle stories but evolved into a complex business that sells everything from home goods to art. The researcher observed that Yitiao's success came from its ability to constantly adapt. As the rules of the internet changed, the company shifted its focus, moving from selling ads to selling products, and then to teaching others how to build their own brands. This ability to pivot is not unique to big companies; individual creators do the same thing on a smaller scale, constantly adjusting their content and business models to survive.
Ultimately, the research reveals that Chinese creators are not passive victims of strict rules or powerful algorithms. They are active agents who constantly negotiate their space. They build informal networks with students, intellectuals, and volunteers to support their work. They experiment with different ways to earn money to avoid relying on a single source. They use technology to reach people but guard their human touch to keep those people interested. The study concludes that the Chinese creator economy is a testament to human resilience. It shows that even in an environment where the boundaries of expression are tightly drawn, people find ways to create, connect, and build sustainable lives. This dynamic offers a valuable lesson for the rest of the world: that creative work is not just about making content, but about the continuous, strategic effort required to keep that content alive in a changing world.
Drowning in papers in your field?
Get daily digests of the most novel papers matching your research keywords — with technical summaries, in your language.