Media researcher Yongjian Li-Groenendijk (lecturer at the Department of Media and Communication at ESHCC) recently published an article, entitled “Vlogging as mediated mobility: Warm Experts 3.0 engaging in peer production and digital labor in the era of short videos" in International Journal of Cultural Studies.
In this paper, he reveals how Chinese Houniao vloggers are transforming digital platforms through their innovative approach to peer support and community building on Douyin, China's popular short video platform. The term “Houniao”, like snowbirds, refers to seasonal lifestyle migrants in the Chinese context.
“Warm Experts 3.0” Emerge in China's Digital Landscape
A new generation of older content creators, particularly among China's "Houniao" (seasonal migrants), are reshaping how older adults engage with digital media. These vloggers, coined "Warm Experts 3.0," combine technical knowledge with emotional support to help their peers navigate the digital world.
Breaking Digital Age Barriers
The statistics are striking: By the end of 2023, short video platform users in China reached 1.053 billion, with individuals aged 50 and above constituting 32.5% of this demographic. By April 2021, users over 60 had produced over 600 million short videos on Douyin, attracting over 40 billion likes.
These older vloggers don't just create content; they provide essential digital care labor, helping their peers overcome technological barriers while fostering genuine community connections. Their approach combines practical tutorials with emotional support, creating what Yongjian describes as a "seamless online-offline nexus."
Beyond Entertainment: A Digital Support Network
The study reveals that Chinese Houniao vloggers serve multiple roles:
- Digital educators providing practical guidance
- Community builders fostering intergenerational connections
- Cultural intermediaries bridging traditional and digital lifestyles
- Emotional supporters helping peers overcome technology anxiety
This research offers valuable insights into how digital platforms can support active aging and promote inclusive societal engagement, suggesting a new model for understanding older people's participation in digital spaces.
- Researcher
