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A Critical Genre Analysis of Covert Advertising Through Short-Videos in Douyin: The Chinese Version of Tik-Tok
Source: journals.sagepub.com.eresourcesptsl.ukm.remotexs.co
Article summary:
1. This study explores the genre of covert short-video advertisements launched in Douyin, the Chinese version of TikTok.
2. It integrates Bhatia’s critical genre analysis approach with Kress and van Leeuwen’s Multimodal Discourse Analysis approach as the conceptual framework.
3. The findings demonstrate how this genre is manipulated to exploit consumerism, shape consumer culture and drive business growth through rhetorical moves, interdiscursivity and exploitation of multimodal resources.
Article analysis:
The article provides a comprehensive overview of the use of covert advertising through short-videos in Douyin, the Chinese version of Tik-Tok. The authors have used a combination of Bhatia's critical genre analysis approach and Kress and van Leeuwen's Multimodal Discourse Analysis approach to analyze 100 covert short-video advertisements in Douyin. The article is well researched and provides an in-depth analysis of the topic at hand.
However, there are some potential biases that should be noted when considering the trustworthiness and reliability of this article. Firstly, it is important to note that the authors have only focused on one particular platform (Douyin) for their research which may limit its generalizability to other platforms or countries where similar practices may be employed but not discussed in this article. Additionally, while the authors provide an extensive overview of how covert advertising is used to exploit consumerism, shape consumer culture and drive business growth, they do not discuss any potential risks associated with such practices or explore any counterarguments that could be made against them. Furthermore, while they provide evidence for their claims throughout the article, there is no discussion about possible alternative explanations for their findings which could weaken their conclusions if not taken into consideration.
In conclusion, while this article provides an insightful overview of covert advertising through short-videos in Douyin, it should be read with caution due to its potential biases and lack of exploration into alternative explanations or counterarguments for its findings.