The end of social media? How data attraction model in the algorithmic media reshapes the attention economy

Abstract

Douyin, which is also known as the Chinese version of Tiktok, is currently the most valuable digital advertisement platform in China. One of the most significant features of this short-video platform is the heavy reliance on algorithmic production and distribution of media. In this emergent configuration, algorithms and data shape the production and circulation of media beyond social networks. Such a system develops by meshing grassroots and professionally generated content, leading to the audience engaging in the production of commercial content for profit. My essay explores the political context and economic logic that underpins these developments. It draws specifically on official reports from Douyin, as well as interviews with users, including individual users and Multiple Channel Network (MCN) employees. This essay proposes the idea of the ‘data attraction model’ based on the investigation of the emergence of new forms of algorithmic production and distribution. It argues that the data attraction model is characterised by an extreme logic of flexible accumulation, which is radically transforming the content production of participatory media in China.