Gendered Pixels: Exploring Gender Differences in Computer-Mediated Self-Presentation among Douyu Live Streamers
For researchers and practitioners in computer-mediated communication and live streaming, this work highlights how gender roles influence technology use and outcomes, though the findings are specific to one platform and may not generalize.
This study examines gender differences in the use of CMC self-presentation tools among 867 Douyu live streamers, finding that female streamers are more likely to use visual strategies like webcams and beauty filters, but the benefits of webcam use on earnings and engagement are weaker for them compared to male streamers.
Live streaming platforms, as computer-mediated communication (CMC) systems, provide streamers with a range of tools, such as webcams, beauty filters, and stream titles, to shape their online personas in ways that either conform to or deviate from viewers' expectations. Drawing on gender role and CMC theories, this study examines how streamers leverage CMC self-presentation tools to fulfill gender role expectations and their associated live streaming outcomes. Analyzing data collected from 867 streamers and 94,227 streams on Douyu, a popular Chinese live streaming platform, we find that although both female and male streamers make extensive use of CMC tools, female streamers are more likely to employ visual strategies, such as webcams and beauty filters, than male streamers. We further find that although different tools have varying associations on streamers' earnings and audience engagement, the benefits of webcam use are weaker for female than for male streamers. These findings underscore the complex interplay between gender roles and technology use in the live streaming domain.