Being recognized in an algorithmic system: Cruel optimism in gay visibility on Douyin and Zhihu

Abstract

Drawing upon “algorithmic ethnography” (Christin, 2020), this article enrolls algorithms to gather qualitative data to examine how Chinese social media platforms and their algorithms intersect with gay visibility. By looking critically into the ways that gay romance and HIV-related content are generated on Douyin and Zhihu, respectively, we argue that algorithmic gay visibility serves as a form of cruel optimism, which becomes a profitable convenience for corporate social media platforms and operates in an exclusionary matrix. The content that ordinary Chinese gay men are presented with (for example, the able-bodied, romanticized normative gay relationship and overly optimistic self-help advice for gay men living with HIV) is economically viable, which produces trending and monetizable items, including music tracks, viral dance routines and challenges, personas, medicine promotions, as well as commercial healthcare training and marketing. In contrast, non-conforming bodies, non-monogamous and queer relationships, as well as the depression, stigma and discrimination experienced by gay men living with HIV are algorithmically invisible.

Personal Narrative under Nationalism: Chinese COVID-19 Vaccination Expressions on Douyin

“…In fact, on Douyin, not only do the public expressions of health issues related to the COVID-19 vaccination have an obvious tendency towards narration and nationalism, due to the platform characteristics of Douyin and the characteristics of the Chinese cultural context, some studies on the expressions of other health issues, such as sexual orientation or wearing masks, also have similar findings [88][89][90]. The important role of narrative and nationalism in the public's expression of health issues can be found not only on the Douyin platform, but also on other Chinese social media platforms, such as Zhihu, Weibo, and WeChat [91][92][93].…”

Filter Bubbles? Also Protector Bubbles! Folk Theories of Zhihu Algorithms Among Chinese Gay Men

“…In a sociopolitical context in which the digital practices and public narratives of LGBT+ people constantly face governmental scrutiny and regulation (Yang, 2019), and in the technocultural context that Zhihu algorithms are proven to be moderating LGBT+ content (Wang & Zhou, 2022), the informants reported a range of ideas, speculations, and beliefs about the logics, procedures and impacts of the algorithms at work in Zhihu. Although the algorithm is always complex, two overarching themes that resonated widely with the informants were identified, in their own words: the algorithm as evictor, and the algorithm as protector.…”

“…However, as the algorithmic systems of Chinese social media are not immune from governmental supervision (Chen et al, 2021;Meng, 2021), coupled with a negative official attitude toward homosexuality, Zhihu algorithms, as parts of "sexist assemblages" (Gerrard & Thornham, 2020), conduct moderation on gay content. Wang and Zhou (2022) indicate that Zhihu algorithms are prone to showing 1168647S MSXXX10.1177/20563051231168647Social Media <span class="symbol" cstyle="Mathematical">+</span> SocietyZhao research-article20232023…”