Author(s)

Yu Linhao ¹

Affiliation(s)

¹ Department of Anthropology, Faculty of Liberal Arts, The Chinese University of Hong Kong, Hong Kong, China

Corresponding Author

Yu Linhao

ABSTRACT

The explosion of Ding Zhen's popularity in the tourism economy is underpinned by the consumption of the othering of ethnic minorities in the discourse of Orientalism within contemporary China. Ding Zhen's unexpected popularity shows the great power of new media in rural revitalization. Through new media, it can bring more audiences' attention to the countryside and ethnic minorities in central and western China, which in turn can drive local tourism development and provide new ideas for rural development in ethnic minority areas in central and western China. Through several cases, especially Ding Zhen, this paper will explore how they, as ethnic minority subjects, publicize and promote themselves out? How did they objectify themselves? How does the state view this? This paper will focus on exploring the process of self-othering by ethnic minorities catering to Han Chinese on short video platforms. And it argues that we need to have a perspective that resists Orientalism of all kinds and empathize with the development dilemma of ethnic minorities.

KEYWORDS

Ding Zhen, Ethnic Minority in China, Li Tang, Live Streaming, Ethnic Minority Tourism, Internal Orientalism, The Other, The Self

CITE THIS PAPER

Yu Linhao, Making "The Other" from "The Self" : Ethnic Minority Tourism in the Age of Live Streaming. Journal of Sociology and Ethnology (2024) Vol. 6: 58-63. DOI: http://dx.doi.org/10.23977/jsoce.2024.060508.

REFERENCES

[1] He Lunfeng and Zeng Rui. (2022) The Endogenous Dynamics and Operational Logic of Rural Tourism Development from the Perspective of Flow Economy—Taking the "Ding Zhen" Phenomenon as an Example. Tourism Studies 14(06): 38-50.
[2] Tang Ying, Huang Juan, and Pu Aimin. (2021) The dissemination and impact of short-form video advertising on ethnic minority areas—a survey based on Litang. Journal of Ethnology 12(10): 79-85, 126.
[3] Schein, Louisa. (1997) Gender and Internal Orientalism in China. Modern China 23 (1): 69–98.
[4] Shen Weirong. (2015) Reflections on "Imagining Tibet". Dushu (11): 105-111.
[5] Said, Edward W. (1979) Orientalism. New York: Vintage Books.
[6] Shen Yating and Zhou Hong. (2023) A study of "the othering" of rural cultural communication in short videos. Media Today 31(03): 34-36.
[7] Baudrillard, Jean. (2014) The Consumer Society : Myths and Structures. London: Sage.
[8] Liang, Jiaqi. (2021) On the image construction of "Internet celebrities" of ethnic minorities in the era of short video -- a case study of ethnic minorities in Western Hunan, Guangzhou. M.A. thesis, School of Journalism and Communication, Ji Nan University.
[9] Chio, Jenny. (2014) A Landscape of Travel : the Work of Tourism in Rural Ethnic China/Jenny Chio. Seattle: University of Washington Press.

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