Narrative Techniques, Feminist Discourse, and Consumerist Incentives in Douyin Micro-Dramas Open Access
Liao, Yizhou (Spring 2026)
Abstract
A couple sits on a couch, and the girl takes out a condom. The boyfriend’s voiceover narrates, “I love dating these semi-independent feminists: she is capable of paying for her own shopping and even willing to split the date bills with me.” The scene then shifts to the boyfriend convincing the girlfriend to sell her house and fund their home together, and she nods along. After the girlfriend leaves the room, he states, “Although she seems independent, eventually she will be trapped under patriarchal society as a wife and a mother.” When the girlfriend returns, she pours water onto him. The plot twist reveals that the girlfriend was aware of her boyfriend’s manipulative personality and plan and decided to end the toxic relationship. This is an example of a micro-drama on Douyin that has gone viral.
This research argues that Douyin micro-dramas blend emotional storytelling, feminist ideals, and consumerist lifestyles to attract viewers, disguising consumerist goals under the name of female independence. First, micro-dramas use drama, conflict, and plot twists to engage audiences and increase emotional impact. Audiences are drawn to the content because it mirrors real-life stories, but it often reduces individuals’ struggles to superficial performances. Secondly, micro-dramas depict independent women with successful careers, prestigious education, and strong family backgrounds while using feminist language to criticize patriarchy. However, the exaggerated portrayals often depict men as despicable and unnecessary, intensifying gender tension. Lastly, micro-dramas integrate luxury lifestyles and tie female empowerment to financial success and consumption. The storylines reinforce the concept that love and autonomy can be achieved through material goods, with product links embedded in the videos to encourage purchase. I argue that these micro-dramas not only misappropriate the concept of feminism to normalize consumerist values and sell products and audiences’ attention for profit, but also intensify gender conflict by treating heterosexual romantic relationship situations as a battlefield between men and women in contemporary China.
Table of Contents
Abstract
Acknowledgements
Introduction
Literature Review
Chapter 1: Narrative Techniques and Emotional Storytelling
Case 1: Unpopular Opinion as Hook
Case 2: Controversy for Audience Engagement
Case 3: Binary Structure and Black-and-White Character Design
Case 4: Internal Monologue and Plot-Twist
Case 5: Real-Life Anecdotes for Emotional Resonance
Chapter 2: Feminism and Gender Representation
Case 1: Gold Diggers and Regionalized Misogyny
Case 2: The “Hysterical Woman” Stereotype
Case 3: Class-Limited Female Empowerment
Case 4: The “Smart Woman” Identity
Chapter 3: Consumerism and Platform Logic
Case 1: Commodification of Emotions
Case 2: Love Measured by Money
Case 3: Moralization of Wealth
Case 4: Monetizing Audience Anxiety
Conclusion
Works Cited
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