Chinese Top Vlogger: A Textual Analysis of the Audience’s Reaction to Li Ziqi’s YouTube Channel


With the significant growth of social media and its wide reach among active users, celebrities on these platforms have become a major attraction for individuals seeking various needs. This study employs textual (content) analysis combined with gratification theory to explore the perspectives of YouTube views regarding Li Ziqi’s most popular video (with over 116 M views), focusing on examining viewers’ motivations for using media and the various gratifications they derive from it. Primary-cycle and secondary-cycle coding techniques were used to organizing the data, extract the word's meaning and selected a theoretical idea to draw realistic conclusions from it. By analyzing 2500 comments on Li Ziqi's most popular video, the study examined different types of viewers' gratifications and explored the similarities and differences between local and international viewers' perspectives. The findings show that worldwide viewers express positive feelings and enjoy Li Ziqi's videos, gaining gratification from learning, participating, connecting with society, and relieving stress. While the local audience associates the videos with memories, the international audience appreciates the content. These gratifications are closely linked to their desire for an idyllic life, represented by Li Ziqi's pastoral scenery and personal charm. The study sheds light on the motivations and gratifications of international viewers engaging with Li Ziqi's content, providing valuable insights into the dynamics of celebrity influence on social media.

Author Information
Dashi Zhang, The University of Melbourne, Australia
Deli Zhou, The University of Melbourne, Australia

Paper Information
Conference: PCAH2023
Stream: Media

This paper is part of the PCAH2023 Conference Proceedings (View)
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To cite this article:
Zhang D., & Zhou D. (2023) Chinese Top Vlogger: A Textual Analysis of the Audience’s Reaction to Li Ziqi’s YouTube Channel ISSN: 2758-0970 The Paris Conference on Arts & Humanities 2023 Official Conference Proceedings
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Posted by James Alexander Gordon