Father Influencers' Short Videos in China: Representations of Hybrid Fatherhood and Commercialisation on Xiaohongshu

Abstract

This study investigates the emerging trend of "dad vlogs" and short videos on Xiaohongshu, a popular lifestyle platform in China that incorporates e-commerce. Specifically, it examines how dad vloggers represent fathers' parenting practices and responsibilities in their videos, and how they construct the commercial aspects of their content. Through a netnography approach and the analysis of 285 popular dad vlogs and short videos created by ten father influencers on Xiaohongshu, the study reveals how these dad vloggers showcase the various activities and efforts involved in raising children. They take on the roles of friend, playmate, and mentor, incorporating a type of humour and playfulness that end up characterising their approach. Notably, a hybrid model of fatherhood has emerged that combines new practices - such as encouragement and an "emotionally strategic" approach - with the traditional Chinese father's role as an educator, aiming to cultivate high-achieving children. Based on such representations, the commercialisation of father influencers' content involves different approaches to integrating product endorsements into well-crafted, informative videos with a well-received persona. The findings provide insights into contemporary parenting practices popularised in short videos, where representations of fatherhood attract large audiences, particularly female viewers, while enabling monetisation in the context of Chinese platform economies.