“Making” Rural Elites: Empowerment of Chinese Rural “Public Affairs Live Streamers” on Short Video Platforms

Abstract

The present study explores the emerging role of “public affairs live streamers” on the short video platform Kuaishou, examining how these individuals have evolved into new forms of rural elites, expanding opportunities for civic participation and rural governance in China. Through content analysis and case studies, the research identifies six key themes central to the streamers’ discourse: land and property issues, financial aid and subsidies, policy and governance, advocacy for the public, educational outreach, and customs. These themes underscore their role as rural knowledge elites who bridge the gap between the government and rural residents through digital platforms. The study further examines the mechanisms behind the emergence of “public affairs live streamers”. Empowered by the platform, these streamers effectively convert their cultural capital into online social capital, which may then be partially transformed into offline social influence and economic returns. However, their empowerment is constrained by the platform’s algorithm distribution mechanisms and opaque content regulation, making the conversion of capital unstable, traffic-dependent, and challenging to sustain. Linking to the broader socio-political landscape, the study delves into the empowering role of “public affairs live streamers” in society. These online rural elites blend knowledge with digital skills to facilitate public engagement and inspire civic awareness in rural areas through their activities. Nonetheless, their contribution to rural governance and civilization is often limited to informal mediation and emotional expression, with limited capacity to foster rational discourse or deeper improvements in rural governance. Overall, this study contextualizes the rise of rural elites within China’s rapid technological and rural development, offering a fresh perspective on how digital media can supplement governance strategies and enhance grassroots’ civic participation. Based on this analysis, the study proposes recommendations for improving platform governance and integrating public affairs streamers into broader participatory frameworks, thereby stabilizing their empowering effects and promoting sustainable rural governance.