The end of social media? How data attraction model in the algorithmic media reshapes the attention economy

Abstract

Douyin, which is also known as the Chinese version of Tiktok, is currently the most valuable digital advertisement platform in China. One of the most significant features of this short-video platform is the heavy reliance on algorithmic production and distribution of media. In this emergent configuration, algorithms and data shape the production and circulation of media beyond social networks. Such a system develops by meshing grassroots and professionally generated content, leading to the audience engaging in the production of commercial content for profit. My essay explores the political context and economic logic that underpins these developments. It draws specifically on official reports from Douyin, as well as interviews with users, including individual users and Multiple Channel Network (MCN) employees. This essay proposes the idea of the ‘data attraction model’ based on the investigation of the emergence of new forms of algorithmic production and distribution. It argues that the data attraction model is characterised by an extreme logic of flexible accumulation, which is radically transforming the content production of participatory media in China

The platformization of misogyny: Popular media, gender politics, and misogyny in China’s state-market nexus

“…Brands are launching Weibo accounts in various sectors to market directly to target audiences. Through the institutionalized power of production and distribution, MCNs continue to breed new KOLs who ally with established ones, directing audiences’ attention to these influencers through reposts, coproductions, and mentions of the inhouse KOLs in each other’s posts (Liang, 2022). Weibo strategically consolidates these practices by offering paid advertising and marketing services such as automated engagement boosting and management of fan communities, which constituted 88% of its revenues in both 2020 and 2021 (Weibo Corporation, 2022).…”

Understanding TikTok Usage: Communication Strategy of ByteDance Based on the Background of New Media

“…Douyin, the Chinese equivalent of the global app TikTok, is quickly becoming one of China's most popular participatory short-video platforms. TikTok is a social networking platform for sharing videos owned and operated by ByteDance [1]. According to the service website, TikTok aims to encourage users' creative expression and "provide pleasure" [2].…”

“…The extensive emphasis on algorithmic generation and dissemination of media is one of the most notable elements for making short videos on this platform. It is also one of the most important features [1]. Media creation and dissemination outside social networks are shaped by algorithms and data in this newly emerging structure [1].…”

“…It is also one of the most important features [1]. Media creation and dissemination outside social networks are shaped by algorithms and data in this newly emerging structure [1]. The development of such a system involves merging user-generated material with content developed by professionals, which ultimately results in audience participation in creating content for commercial use.…”

‘Traffic rewards’, ‘algorithmic visibility’, and ‘advertiser satisfaction’: How Chinese short-video platforms cultivate creators in stages

“…In fact, as a result of individual and institutional users' efforts to promote themselves and their work on platforms, the desire for visibility amplifies the commodification of user data, commodities, and services by platforms (Abidin, 2020). Liang (2022) deduced that metrics for visibility are essentially required for a fulfilling career of creators. In other words, platforms can use algorithms to further increase their control over the visibility of creators and their content.…”