Vlogging as mediated mobility: Warm Experts 3.0 engaging in peer production and digital labor in the era of short videos

Abstract

This article investigates the caregiving dynamics in the vlogs of Houniao vloggers on the Chinese short video platform Douyin. This article contextualizes the vlogging practices of these individuals within the sociocultural landscape of contemporary China, suggesting that vlogging acts as a medium for mediated mobility, enabling these vloggers to assume the role of ‘warm experts’. This study analyzes 50 tutorial videos produced by Chinese Houniao vloggers, revealing three interconnected themes: (1) the presence of digital care labor in the peer production of vlogs, (2) the necessity of relational labor to facilitate intragenerational connections, and (3) the complexities of managing visibility in an environment governed by platform algorithms. These findings depict Houniao vloggers as ‘Warm Experts 3.0’, highlighting the potential of digital platforms to support active aging and promote inclusive societal engagement. Central to their role as warm experts, peer production emerges as a fundamental characteristic, underpinning the collaborative and community-focused nature of their digital interactions. Future research should explore the application of this prompted model across diverse communities, spanning both online and offline contexts.

Keywords

warm experts digital labor mediated mobilities vlogging peer production active ageing China

Introduction

The onset of the COVID-19 pandemic accelerated the worldwide adoption of digital technologies, with older populations particularly embracing these changes due to enforced isolation measures (Hylland, 2022; Yun, 2024). This shift has redefined daily life and social interaction, pushing older individuals to increasingly rely on digital platforms to maintain social connections, accessing remote care services, and safely continuing daily activities (Cabalquinto, 2023; Shomron and David, 2024; Zhang et al., 2021).

Amid these global transformations, Houniao migrants in China present a distinct example of how digital tools can adapt traditional cultural practices to enhance quality of life under new constraints. Resembling North America's snowbirds or Australia's grey nomads (Hillman, 2013; Rugh, 2013), Houniao are usually retirees over 50, who migrate south for the winter and return north in the summer in search of warmer climates (Chen and Bao, 2020; Chen and Wang, 2020). They adeptly integrate digital technologies into their migratory lifestyles, using these tools not only to maintain essential social ties across regions but also to actively engage with communities through content creation (Li and Alencar, 2023).

This integration of digital tools has facilitated a significant shift in the role of older adults within the digital landscape of China. Once passive consumers of content, many are now dynamic contributors, leveraging platforms like Douyin to express their identities and share their experiences (Chow, 2023; Wang et al., 2024). By the end of 2023, short video platform users in China had reached 1.053 billion, with individuals aged 50 and above constituting 32.5% of this demographic (CNNIC, 2024). Remarkably, by April 2021, users over 60 had produced over 600 million short videos on Douyin, a short video platform in China, attracting over 40 billion likes (China Daily, 2022). These statistics not only underscore the widespread adoption of digital platforms among the older population but also highlight their vital role in enriching the digital media landscape through their active participation, fostering social engagement, personal expression, and identity construction within a participatory culture (Krijnen and Van Bauwel, 2021; Ye et al., 2023).

The increasing digital integration among older adults highlights the essential role of ‘warm experts’— younger family members or close friends skilled in bridging the gap between technological proficiency with personalized, empathetic care (Bakardjieva, 2005). Evolving into what Taipale (2019) defines as ‘warm experts 2.0’, these individuals extend beyond mere technical assistance by blending technological skills with empathetic support (Hänninen et al., 2021). This approach tailors guidance to the unique needs of older users, enhancing accessibility and user-friendliness (Neville, 2021; Taipale, 2019). Unlike ‘cold experts’ who focus solely on technical support, warm experts address the nuanced challenges faced by older adults, ensuring digital interactions are not only manageable but enriching. This fosters an inclusive and supportive digital environment, reinforcing the importance of warm experts in facilitating digital engagement for the aging population (Martínez and Olsson, 2022; Olsson and Viscovi, 2018).

Building on the transformative role of warm experts, this study delves into how older Houniao vloggers on Douyin are not only adapting to but also redefining this crucial role by creating content specifically tailored for their peers. This significant shift in digital engagement positions older adults not merely as recipients of digital wisdom but as active providers and cultural intermediaries who bridge the digital divide and enhance community connectivity.

The investigation centers around a pivotal question: How do Houniao vloggers leverage digital platforms to redefine the concept of warm experts through vlogging? Addressing this, I explore the transformation from mere content creation to a broader role that includes nurturing and guidance, thus reshaping the landscape of digital interaction for older adults.

Employing a production studies perspective, this study focuses on five prominent Houniao vloggers, adopting mediated mobility (Keightley and Reading, 2014) and digital labor (Fuchs, 2014; Jarrett, 2022) as conceptual frameworks to dissect how these vloggers maintain a continuous presence and connection with their audiences. This mediated mobility allows vloggers to incorporate their personal migratory experiences into their digital narratives, thereby enhancing content relatability and accessibility.

The analysis reveals that vlogging acts as a powerful medium for these warm experts, facilitating not just content dissemination but also a substantial sense of co-presence with their viewers. This new dynamic enables Houniao vloggers to transcend traditional boundaries, crafting a novel paradigm in digital engagement that extends their roles as community connectors and cultural producers.

This redefinition of warm experts in the digital age prompts further investigation into the complex interplay between aging, mobility, and digital labor. The study enriches our understanding of how digital tools empower older individuals, reshape cultural narratives, and expand the functions and reach of warm experts, thus setting the stage for future explorations into the broader cultural and social implications of these mediated interactions among aging populations in digital spaces.

How mediated mobility enriches the concept of warm experts in the era of short videos

The contemporary digital landscape, marked by the rapid proliferation of short video content, has catalyzed a significant transformation in the role of warm experts. Traditionally, warm experts were celebrated for their ability to blend technological proficiency with close personal interactions, offering nuanced, context-sensitive insights sharply contrasted with the impersonal, detached ‘cold experts’ (Bakardjieva, 2005; Taipale, 2019). Today, however, the concept of mediated mobility, focusing on how digital media facilitates the movement of information and social interaction across physical and digital spaces, has greatly expanded the capacities and influence of warm experts (Cabalquinto, 2024; Keightley and Reading, 2014; Yun, 2024).

Short videos have emerged as a crucial tool in this transformation. They allow warm experts to transcend traditional geographical and temporal limitations, engaging with broader and more diverse audiences than before. The format's brevity and visual appeal ensure swift information exchange and dynamic interaction, which are essential for warm experts aiming to stay relevant and responsive in a fast-paced digital environment (He et al., 2022; Huang and Ye, 2023). This media form not only broadens their reach but also enhances the immediacy and effectiveness of their communication, enabling them to offer timely, context aware guidance and support to their peers (Kaye et al., 2021; Yu et al., 2023).

This evolution is not just about maintaining old roles in new ways; it fundamentally redefines what it means to be a warm expert. By leveraging the capabilities of digital platforms, warm experts can now provide personalized guidance and support across vast distances, ensuring that their expertise remains accessible and impactful. They transform potential digital engagement challenges—such as the risk of information overload and the impersonality of online interactions—into opportunities for extended influence and deeper community engagement (Martínez and Olsson, 2022; Shomron and David, 2024).

Consider the example of Houniao vloggers on Douyin, who use short videos to deliver tutorials on smartphone technology. Their efforts exemplify how mediated mobility enables warm experts to connect with a diverse audience, bridging the gap between expert knowledge and community needs. Additionally, the format of short videos allows for concise, engaging content delivery, which is particularly effective in enhancing digital literacy among older adults (Cabalquinto, 2022a, 2022b). This showcases two vital functions of mediated mobility: extending the reach of warm experts and optimizing their educational impact through targeted, accessible content.

In summary, mediated mobility through short videos fundamentally redefines the traditional functions of warm experts in the digital age. By leveraging digital platforms, these experts not only preserve their essential societal roles but also expand their influence and adapt to the challenges and opportunities of the digital age. The strategic use of digital tools transforms potential limitations into opportunities for meaningful engagement and support, reshaping narratives around aging and demonstrating that advanced age can be a period of active participation and innovation (Hausknecht et al., 2019). As these platforms continue to evolve, they promise a future where digital engagement is seamlessly integrated into the support structures of our societies, enabling older individuals to effectively advocate for community needs and drive cultural change.

Houniao vloggers: Bridging peer production and digital labor as warm experts

Vlogging provides mediated mobility for older Houniao vloggers, reshaping and extending their physical mobility across an online-offline nexus to offer digital care to their peers. This activity on mediated platforms is a form of value creation that bridges digital labor and peer production, highlighting the diverse motivations behind these practices (Brewer et al., 2021). Houniao vloggers operate in a dualistic role, functioning both as cultural producers and warm experts—a role traditionally characterized by offering guidance and care directly intertwined with content creation. This combination underscores the labor-intensive nature of their work, transforming vlogging from a simple creative endeavor into a comprehensive service that enhances community connectivity and support (Abidin, 2021; Ye et al., 2023).

Figure 1 serves as a foundational model, conceptualizing how these vloggers navigate and influence the digital landscape. It encapsulates the cyclical nature of interaction and feedback between the content creators and their audience, highlighting the multifaceted process of value creation through digital platforms. The figure delineates four key areas where vlogging acts as a catalyst for digital engagement, as elaborated later. Each of these areas contributes to the evolving role of Houniao vloggers as ‘Warm Experts 3.0’, who leverage digital tools to enhance community connectivity and cultural production.

Figure 1.

Model of warm experts 3.0 in the era of short videos, created by the author in draw.io.

Peer production and mediated mobility

The concept of peer production is instrumental in understanding how Houniao vloggers foster a decentralized digital landscape through collaborative content creation. This model involves voluntary collaboration and shared knowledge creation, distinct from traditional monetized content that often focuses solely on commercial gains (Birkinbine, 2020; Pringle, 2023; Rigi, 2013). Peer production allows for the integration of diverse cultural perspectives and digital literacy levels, contributing to content that is not only authentic but deeply resonant with a broader audience. These vloggers do not merely produce content for financial incentives; instead, they engage in a collaborative process that prioritizes community relevance and enrichment (Cunningham and Craig, 2017; He et al., 2022).

Peer production in the context of Houniao vloggers acts as a powerful catalyst for mediated mobility. Mediated mobility refers to the use of digital technologies to overcome physical barriers and enhance social interactions across digital geographies (Cabalquinto, 2022a, 2022b; Keightley and Reading, 2014). Houniao vloggers extend their reach beyond local confines, using vlogging as a tool to bridge distances and forge meaningful connections. Their content goes beyond simple consumption; it engages audiences in a shared experience, fostering a sense of community and belonging across digital spaces.

The dynamic illustrated in Figure 1 underscores how peer production through vlogging not only amplifies the visibility and impact of Houniao vloggers but also solidifies their role as pivotal community builders and digital influencers. By framing their work within the scope of peer production, Houniao vloggers facilitate a form of mediated mobility that is transformative. This approach not only diminishes the psychological and physical distances among individuals but also enhances the digital agency of older adults, promoting a more inclusive and supportive digital environment for active aging.

Motivations and labor in peer production

The digital endeavors of Houniao vloggers share a dual nature: not only are they content creators, but they are also community nurturers, as captured by the concept of peer production. At the core of Houniao vloggers’ efforts is a set of intrinsic motivations centered around community service and personal fulfillment (Pringle, 2023). These vloggers are driven by a desire to contribute positively to their communities, sharing experiences and knowledge that resonate with their peers. This internal drive is crucial for sustaining long-term engagement in environments that lack immediate financial incentives.

Accompanying their intrinsic motivations is an intensive commitment to digital care labor (Leurs, 2019). This labor, according to Koen Leurs (2019) is characterized by activities that enhance the digital well-being of their audience. In the case of Houniao vloggers, it includes creating emotionally supportive content, offering guidance, and fostering an inclusive online community. These efforts reflect a deep understanding of the needs and challenges faced by their older peers, emphasizing the vloggers’ role as facilitators of both information and support.

Integral to their interaction with the community is the relational labor they perform. Relational labor involves continuous engagement with their audience, building relationships that are deeply personal through investing time and emotional energy into these relationships (Baym, 2015). Houniao vloggers exemplify this concept by using their platforms not just for broadcasting content but for building and nurturing relationships. By investing time and emotional energy into these relationships, Houniao vloggers ensure that their community not only receives content but also feels a part of a mutually supportive network. This makes their work a potent example of how digital platforms provide a sense of co-presence to sustain and enrich community bonds among older adults, particularly in the context of mediated mobility (Baldassar et al., 2016; Madianou, 2016). Additionally, not all digital engagement by Houniao vloggers is driven by community-oriented or altruistic motives. Some vloggers may be propelled by personal visibility or narcissistic tendencies, aiming for recognition rather than financial gain or community benefit. Acknowledging these diverse motivations enhances our understanding of the complex dynamics at play within digital platforms. Through regular and meaningful interactions, Houniao vloggers create a virtual space that feels as tangible and supportive as physical community spaces, thereby enhancing the mediated mobility initiated by their content.

Affective commitment and visibility management

Building on the previously discussed labor dynamics within Houniao vlogging, it is evident that the influence of these vloggers transcends straightforward content delivery. They engage deeply with their audience's affective landscape, which is pivotal in fostering viewer loyalty and enhancing engagement. This affective resonance is crucial for their visibility strategy, as content that emotionally engages viewers tends to be shared and interacted with more frequently. Such dynamics lead to increased exposure, favored by platform algorithms that reward highly interactive content (Jarrett, 2022; Raun, 2018).

The dual challenge for vloggers lies in navigating both the technical intricacies of digital platforms and the affective needs of their audience. This balance is essential not only for maintaining visibility but also for amplifying the relational impact of their content. While Houniao vloggers are primarily motivated by peer production, focusing on community benefit rather than financial gain, visibility remains a critical element. It allows them to extend their influence and reach a broader audience, which is vital for achieving their goals of providing support and guidance (Bishop, 2019).

Visibility labor involves strategic content placement and the creation of content that deeply resonates with viewers (Abidin, 2016, 2021). This approach aligns with algorithmic preferences that prioritize user engagement and shareability, critical for boosting their educational and supportive impact (Huang and Ye, 2023). Although not driven by monetary incentives, their focus on visibility aims to maximize their capacity to positively influence their community (Pringle, 2023). Effective management of their online presence allows these vloggers to be more influential, helping more individuals navigate the challenges of digital engagement and active aging in the online-offline nexus.

Thus, the role of Houniao vloggers encompasses a sophisticated interplay between affective commitment and strategic visibility management. By emotionally engaging viewers and optimizing their content for visibility, they not only enhance their digital footprints but also affirm their position as vital cultural producers, challenging traditional perceptions of who can influence the digital landscape (Krijnen and Van Bauwel, 2021; Ye and Krijnen, 2024). This complex interaction of emotional resonance and technical savvy exemplifies the intricate nature of digital labor in the era of short videos, where creating impactful narratives and fostering community interactions are paramount (Huang and Ye, 2023; Zeng and Kaye, 2022).

Navigating platform dynamics: Houniao vloggers as warm experts

While not explicitly depicted in Figure 1, the dynamics of digital platforms—encompassing algorithms, user interaction norms, and content dissemination strategies—form a crucial backdrop that influences all aspects of Houniao vloggers’ digital presence. These vloggers employ a dual strategy, intertwining their deep understanding of platform algorithms with their commitment to the ethos of peer production—a community-oriented and decentralized approach to content creation. This approach not only enhances their visibility and impact, allowing them to reach a broader audience, but also ensures the integrity of their communal and supportive intentions, as they navigate the digital landscape to maximize their influence while fostering meaningful community connections.

Through the lens of mediated mobility and digital labor (Fuchs, 2014; Jarrett, 2022; Keightley and Reading, 2014), the role of Houniao vloggers as contemporary warm experts becomes clear. They adeptly merge the principles of peer production with the necessities of digital labor to support and engage their communities effectively. Digital platforms serve not just as venues for content dissemination but as transformative spaces where traditional caregiving roles are redefined. By weaving their personal migratory experiences with their digital narratives, Houniao vloggers enhance the accessibility and relatability of their content, thereby deepening community connections through novel forms of interaction and care.

This exploration provides a theoretical groundwork that informs the forthcoming empirical analysis. The next phase of research will delve into how these vloggers harness digital tools to reshape notions of community support and engagement. Focusing on tangible instances of digital interaction, this study aims to highlight the practical implications of these theoretical insights, showcasing the transformative influence of Houniao vloggers as warm experts in the digital age. This investigation will extend the understanding of their pivotal role in enhancing community bonds and redefining active aging within the digital sphere.

Research design

Douyin, as of 2023, serves a vast audience with over 809 million active users, who engage with the platform for an average daily engagement of 140 min (China Daily, 2022; China Internet Network Information Center (CNNIC), 2023). This platform offers older content creators robust tools such as live-streaming and short video capabilities. Given its significant user base and advanced functionalities, Douyin provides a unique vantage point to explore how older Houniao vloggers interact with digital technologies (Yu et al., 2023).

To address the central research question: How do Houniao vloggers leverage digital platforms to redefine the concept of warm experts through vlogging?, this study focuses on tutorial videos created by Chinese Houniao vloggers on Douyin. This approach allows an in-depth examination of how these vloggers engage with the platform to enhance their visibility, interact with audiences, and potentially transform their roles within digital communities.

Houniao vloggers primarily produce short educational videos that facilitate knowledge sharing and community engagement. These video, typically lasting between 15 s to 5 min, are characterized by their spontaneity, informality, visual appeal, and ease of sharing on social media, making them accessible and engaging for a broad audience (Wang et al., 2024). While Douyin's algorithms are designed to enhance content visibility and engagement, for Houniao vloggers, the primary use of these algorithms is to extend their educational impact and community reach, rather than for financial gain.

This research adopts an online-only, context-specific case study approach to analyze how Houniao vloggers function as ‘Warm Experts 3.0’ through their engagement with Douyin (He et al., 2022; Markham et al., 2012). A purposeful sampling method was used, focusing on videos with specific hashtags within a designated timeframe to capture trends in content creation and audience interaction (Patton, 2002). Four hashtags were selected for analysis, three from the Douyin (#Self-mediafortheElderly老年人自媒体, #knowledgesharing知识分享, and #experiencesharing经验分享) and one created by influencers (#self-mediaLiteracyClassfortheElderly 老年人自媒体扫盲班).

Data collection involved retrieving videos tagged with these selected hashtags from February 2022 to May 2023, resulting in an initial dataset of 243 videos. The top five Houniao vloggers were identified based on follower counts and video likes, with the top 50 videos (ten per vlogger) selected based on engagement metrics for in-depth analysis (See Table 1).

Table 1.

List of vlogger accounts (data retrieved on 7 May 2023).

Account (Pseudonyms)	Follower count	Gender	Status
Grandma Huang	506,000	Female	Retired doctor
Sister Yuan	316,000	Female	Retired university teacher
Photographer Fan	232,000	Male	Retired military officer
Farmer Ren	91,000	Male	Farmer
Sportsman Dahai	64,000	Male	Retired civil servant

Ethical considerations were paramount, particularly due to the involvement of older participants and the public nature of the data. All video data was treated with strict confidentiality; pseudonyms were used, and direct visual representations from the videos were avoided to protect vlogger privacy. Ethical guidelines suggested by Markham et al. (2012) were followed to ensure that the study respected the rights and privacy of the individuals involved, utilizing textual data from captions and hashtags for analysis without exposing identifiable information.

Data analysis

Reflexive thematic analysis was adopted to understand the experiences and realities of participants, guided by the methodological insights of Braun and Clarke (2006, 2019, 2021). The research findings delve into three interconnected themes that highlight the dynamic roles of Houniao vloggers as warm experts.

The first theme explores the presence of digital care labor within the peer production of vlogs. This analysis reveals how Houniao vloggers incorporate elements of care and support into their content, enhancing its educational and community-building value. The second theme addresses the necessity of relational labor to facilitate intragenerational connections. It focuses on how these vloggers use their digital presence to foster deeper relationships and maintain continuous engagement with their audience, highlighting the emotional and social investment involved. The third theme examines the complexities of managing visibility in an environment governed by platform algorithms. This part delves into the strategies Houniao vloggers employ to navigate these algorithms effectively, ensuring their content reaches and resonates with their intended audience.

Together, these themes underscore the transformative role of Houniao vloggers in redefining what it means to be a warm expert in the era of short videos, addressing the challenges and leveraging the opportunities presented by digital platforms.

Vlogging active ageing: Digital care labor and peer production

Grandma Huang's tutorial vlogs on Douyin serve as a prime example of how digital platforms facilitate digital care and peer production, offering deep insights into the active aging process and the enrichment of digital engagement among older adults. These vlogs not only enhance the visibility and connectivity of older users but also significantly contribute to their physical, mental, and social well-being by fostering a sense of community and participation in the digital era.

An illustrative example of Grandma Huang's empathetic approach to digital education is highlighted in one of her vlogs:

How did Grandma Huang set up a literacy class for older people to learn how to use self-media? Let me show you two tools and four steps that would enable us (older adults) to learn how to make self-media as quickly as possible. (Video caption, 12 December 2022).

In this video, Grandma Huang recounts her journey to creating educational content, driven by her peer followers’ requests for guidance on producing their own videos. This initiative emerged from her recognition of her audience's feeling of alienation and ‘uselessness’ in engaging with modern digital tools. Addressing this, she initiated the hashtag #self-mediaLiteracyClassfortheElderly, specifically crafting tutorials that simplify the complexities of digital media, thereby directly responding to the emotional and educational needs of her viewers.

The content strategy Grandma Huang adopts, simplifying her lessons akin to ‘teaching kindergarten children’ and often directing her audience to other older-friendly resources, stresses her deep empathy and understanding of the challenges her peers face (Helsper, 2021). This approach illustrates digital care labor by adapting educational content to the specific cognitive and emotional needs of her audience (Leurs, 2019).

Moreover, Dahai, another Houniao vlogger, uses his vlogs to encourage Houniao peers to embrace new lifestyles and overcome apprehensions related to digital technology:

[…] Most of the time, we are too scared or know little about what we will face. Through my vlogs, I wish to show you taking this Houniao lifestyle is not that difficult. Please trust me that you could make it just like I did. (Dahai's vlog commentary).

These vlogs not only impart practical digital skills but also address the psychological barriers that impact older individuals from engaging with digital platforms. They serve as platforms for peer-to-peer education and support, where the personal attributes of the vloggers—patience, empathy, and authenticity—play a crucial role in building trust and relatability (Barrantes Cáceres and Cozzubo Chaparro, 2019; Martínez and Olsson, 2022).

By embedding their personal experiences and empathetic understanding into their content, these Houniao vloggers exemplify how digital care extends beyond technical tutorials to encompass emotional support and encouragement, facilitating a more inclusive and supportive digital environment for older population. This blend of technical guidance and personal encouragement illustrates the expanded role of warm experts in the digital age, bridging the gap between technology and user through a deeply relational approach (Birkinbine, 2020). Furthermore, this transformative interaction represents a form of mediated mobility, which crucially enhances intragenerational relationships within the online community.

Mediated mobility in action: Fostering intragenerational relationships in online community

As previously discussed, Houniao vloggers on Douyin redefine intragenerational relationships by crafting tailored tutorials that demonstrate significant affective commitment, thus extending beyond traditional caregiving roles (Baym, 2015; Ye et al., 2023). Their efforts in peer production are characterized by a complex blend of emotions, affect, and labor, reflecting the intricate interpersonal relationships they navigate with their followers. ‘The platform gives me a voice that reaches beyond my immediate environment,’ says Farmer Ren. ‘It feels like a face-to-face conversation without physically being in the same spot. It connects me directly with people who share my experiences and interests, making the physical distance irrelevant.’

Houniao vloggers often describe their viewers and followers affectionately as old pals, family, and friends, highlighting the emotional depth of their relationship. The term ‘Lao Hong fen’ (老红粉), which combines ‘Lao’ (老, meaning old) with ‘Hong fen’ (红粉, meaning loyal fans), is used endearingly to refer to their mature audience. This term not only acknowledge the age of their viewers but also carries positive connotations associated with the color red in Chinese culture, symbolizing joy and positivity. As Sister Yuan shares in one of her vlogs:

Some viewers regularly check my content, leaving comments and likes. I can recognize them by their names and consider each interaction a hello from an old friend. These followers truly are my Lao Hong fen, bringing joy and positivity to my day.

However, this work of fostering positive connections is juxtaposed with managing challenges posed by ‘Hei fen’ (黑粉, anti-fans or detractors), who introduce negativity and opposition. This aspect of relational labor requires emotional resilience as vloggers constantly strive to balance these contrasting dynamics within their digital communities. Fan openly reflects on this aspect:

You can’t avoid Hei fen—they’re everywhere. People have their reasons for throwing shade, and you can't please everyone, right? But they do sometimes hit my motivation hard. Dealing with it? Well, it's about having a thick skin and an open heart, finding that balance. I just try to focus on the joy my Lao Hong fen bring me; it helps me handle the tough stuff.

While connectedness often brings positive emotions, negative feedback can evoke fear, shame, guilt, and anxiety. Vloggers must navigate these emotional waters carefully, acknowledging the psychological cost involved. ‘It is impossible to please everyone,’ notes Fan. ‘Dealing with criticism is part of the job, but it's about learning from the feedback and continuing to grow.’

Platforms like Douyin not only serve as interactive spaces but also facilitate a type of mediated mobility that is instrumental in bridging the psychological distance between Houniao vloggers and their community. This dynamic helps to foster a profound sense of belonging and active societal participation, effectively shortening the distance between them and their followers (Keightley and Reading, 2014; Yun, 2024).

The relational labor undertaken by these Houniao vloggers is multifaceted, encompassing both the joy of connection and the challenges of managing diverse emotional responses from their audience. This dual role significantly bolsters their efficacy as warm experts in the digital age, showcasing their adaptability and deep commitment to maintaining and enhancing community bonds through their online engagements. Through their efforts, Houniao vloggers exemplify how mediated mobility can transform traditional relationship dynamics within digital spaces, reinforcing their pivotal role in sustaining intragenerational relationships and community cohesion.

Dancing with the algorithms

Sister Yuan, an experienced vlogger, offers a glimpse into the strategic of achieving visibility on platforms like Douyin. In her discussion, she reveals, ‘How could you succeed in self-media? It is not about becoming a major influencer but about enjoying the process and perhaps earning some pocket money (Xiao Ling Hua Qian ‘小零花钱),’ emphasizing practicality over fame (Sister Yuan, December 15, 2022). Her formula for success: content creation, editing, copywriting, and persistence, highlights how older vloggers can optimize their digital presence to attract more viewers.

Sister Yuan's commentary reflects a broader trend among Houniao vloggers who navigate the complexities of platform algorithms to enhance their visibility. In fact, these Houniao vloggers are not certain how algorithmic complexities real works. However, their hands-on experiences and imaginaries make them resemble what Bishop (2020a) referred to as ‘algorithm experts’. They devote significant time, effort, and skills to their content production by weaving forms of data-informed assumptions into their subjective narratives. This value-generative process intersects with the challenges of visibility moderation and influencer identity formation (Jarrett, 2022; Zeng and Kaye, 2022).

For instance, Dahai's approach to leveraging Douyin's Yellow V support program illustrates the tactical aspects of platform dynamics. This program rewards vloggers who meet specific criteria—such as content volume and fanbase size—with increased exposure and access to exclusive functions, thus enhancing their ability to influence and engage (Douyin, 2022). Grandma Huang adopts a cautious approach to Douyin's paid visibility services, emphasizing strategic content alignment over mere traffic purchasing. She articulates, ‘[Our] purpose is to capture the fun and spending money to buy traffic puts the cart before the horse.’ This perspective is critical as it underscores the importance of creating content that adheres to platform-endorsed themes such as active aging and positivity (Huang and Ye, 2023). By strategically aligning her content with these values, Grandma Huang enhances her visibility through more effective algorithm engagement. Her careful crafting of a friendly and relatable online persona not only boosts her visibility but also ensures that her content resonates deeply with her audience, exemplifying a successful application of platform dynamics to foster community engagement and expand her digital influence.

These insights emphasize a recurring theme among Houniao vloggers: enhancing visibility is paramount for amplifying their influence, even though financial gain is not the primary motivation. This delicate balance requires adeptly mastering content strategies and navigating the algorithmic intricacies of platforms like Douyin, which boasts over 800 million daily users (Douyin, 2022). All vloggers in this study employ a consistent content creation strategy that aligns with both audience preferences and Douyin's algorithms. This approach includes careful selection of topics, video editing, background music, and persona management, engaging in visibility labor (Abidin, 2016, 2021). Each aspect of content creation is thoughtfully curated, utilizing specific hashtags and targeting demographics recommended by the Douyin Creator Center (Douyin, 2024). For example, Farmer Fan encourages his followers to utilize Douyin's analytics to tailor content to audience preferences, enhancing the likelihood of algorithmic recommendation and user engagement.

This strategy not only showcases the strategic use of platform tools but also the extensive labor involved in maintaining a digital presence. These narratives vividly illustrate how Houniao vloggers tailor their content strategies to meet algorithmic requirements while forging authentic connections with their audience. This nuanced navigation, which resembles ‘dancing with the algorithms’, involves continually adapting to and sometimes manipulating the technical mechanics that dictate content visibility and reach (Huang and Ye, 2023; Ye and Krijnen, 2024).

The persistent efforts of these Houniao vloggers to maintain visibility amidst the complexities of platform algorithms highlight a complex balance between personal aspirations, economic incentives, and community engagement (Bishop, 2019, 2020b; Bliss, 2020). The metaphor of ‘dancing with the algorithms’ aptly describes their ongoing adaptability and resilience in the digital landscape.

Redefining warm experts: The emergence of warm expert 3.0 in the age of short videos

The concept of ‘Warm Experts 3.0’ represents a significant evolution in the role of older Houniao vloggers on platforms like Douyin, where they transcend traditional caregiving roles through a blend of peer production, digital labor, and platform engagement. This new paradigm integrates the foundational principles of mediated mobility to bridge physical distances and foster profound community connections, thereby redefining the boundaries of active aging in the digital era.

Peer production remains a cornerstone of their identity as care experts, allowing them to share content that not only informs but also nurtures the social fabric of their audience. Through their vlogs, these warm experts create a digital environment where older people feel not just accommodated but valued and understood. The vlogs serve as digital bridges that eliminate geographical and social barriers, making these vloggers both accessible and relatable to a broad audience.

The transformative power of vlogging as a medium of mediated mobility is particularly poignant for older individuals. It empowers them to extend their reach and influence well beyond physical limitations, providing care and connection through a seamless online-offline nexus. This capability plays a crucial role in reducing the psychological distance between the vloggers and their viewers, fostering a strong sense of belonging and community engagement.

The ‘Warm Experts 3.0’ model significantly updates the traditional notion of warm experts by emphasizing the importance of closeness and trust through digital interactions (Bakardjieva, 2005; Olsson and Viscovi, 2018; Taipale, 2019). Houniao vloggers harness the unique capabilities of digital platforms to share their life experiences, insights, and advice in ways that are both engaging and accessible, ensuring their audience feels seen, heard, and cared for.

However, embracing the role of ‘Warm Experts 3.0’ comes with its challenges. Older vloggers must adeptly navigate the complex algorithms of digital platforms to maintain visibility and impact. They balance the creation of engaging content with the operational demands of platform algorithms and audience expectations. This balancing act is akin to a dance, requiring them to be nimble and responsive to both technological demands and community needs.

In summary, the emergence of ‘Warm Experts 3.0’ marks a pivotal shift in how older vloggers are perceived and valued within the digital sphere. By leveraging the tools and opportunities provided by short video platforms, these vloggers not only challenge the traditional limits imposed by physical aging but also redefine what it means to be a warm expert in today's digital age.

Conclusion

This study sheds light on the intricate labor of Chinese Houniao vloggers on Douyin, who navigate the complexities of digital platforms to provide care, support, and empower their peers, enhancing the visibility and active participation of the aging population in online communities. My research contributes to the intersection of aging and digital migration studies by highlighting the mediated labor and mobility of Houniao vloggers who serve their roles as ‘warm experts’ to foster intragenerational and intra-community support through innovative short video content.

While the findings offer significant insights into the transformative potential of digital platforms for active aging, they also expose limitations inherent in the preliminary theoretical exploration. To build on this foundation, I advocate for further empirical research employing in-depth methods such as focus group interviews and longitudinal studies to better understand the consumption patterns and impacts of video content on older audiences. Such studies could provide richer, more detailed data to inform strategies for digital engagement and support across diverse aging populations. Furthermore, the motivations behind Houniao vloggers’ digital engagement are not universally community-focused or altruistic. Some may seek personal recognition and visibility, driven by narcissistic impulses rather than a desire for community support or financial reward. It also highlights the importance of conducting future research, such as qualitative interviews or psychological profiling, to investigate these varied influences more thoroughly.

Future research should also extend beyond the Chinese context to examine how the ‘Warm Experts 3.0’ concept can be adapted and applied in other cultural, economic, and political environments. This broader approach will help to address digital inequalities and enrich our understanding of the varied ways digital media can facilitate active aging globally. Investigating the roles of warm experts in other communities, such as among female showroom live-streamers or international students navigating immobility during global crises, could further illuminate the expansive potential of this concept (He and Zhang, 2023; Ye and Krijnen, 2024).

In conclusion, as mobile media and platform economies continue to reshape the landscape of content creation and dissemination, embracing and amplifying the voices of older individuals as warm experts becomes crucial. The ‘Warm Experts 3.0’ framework provides a valuable lens through which to view and aid diverse groups facing intersectional challenges in the digital realm, promoting a more interconnected and empathetic global community.

Footnotes

Acknowledgements

The author extends sincere gratitude to Dr. Tonny Krijnen for her encouragement, trust, and supportive mentorship throughout this research journey. The author also wishes to thank the editors for their excellent editorial guidance, and the anonymous reviewers for their thoughtful and constructive feedback, which significantly enhanced the quality of this manuscript. Finally, special thanks to my partner Richard and our cat Monty for their constant love, companionship, and support during the writing process and beyond.

Funding

The author disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the China Scholarship Council, (grant number 201908420262).

ORCID iD

Yongjian Li

Author biography

Yongjian Li is a PhD Candidate and Junior Lecturer in Media and Communication at Erasmus University Rotterdam. His area of research is digital migration and production culture focusing on aging population, particularly in the Chinese context.

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