[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-82691-en":3,"doc-seo-82691-105":29,"detail-sidebar-cat-0-en-105":90},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":4,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":13,"seo_description":14,"update_tm":27,"read_time":28},82691,3848291630094,"Emma Wilson","https://eur-avatar.wpscdn.com/davatar_085a072bc5b1113ac321206ff7593b45",8,"Research & Report","Gendered Pixels Exploring Gender Differences in Computer-Mediated Self-Presentation among Douyu Live Streamers","Live streaming platforms act as computer-mediated communication (CMC) systems that let streamers craft online personas through tools such as webcams, beauty filters, and stream titles. Grounded in gender role and CMC theories, the study examines how these self-presentation tools are used to meet gender-role expectations and how such usage relates to streaming outcomes. Data from 867 streamers and 94,227 streams on Douyu show gendered differences in visual tool use and divergent effects of webcam benefits on earnings and audience engagement.","Gendered Pixels: Exploring Gender Differences in Computer-Mediated Self-Presentation among Douyu Live Streamers  \nMengxiao Zhu1,2, Xiyue Wang3, *, Chunke Su4, Han Zhao5, Cuihua Shen6  \n1 Department of Communication of Science and Technology, University of Science and Technology of China, Hefei, China  \n2 Anhui Province Key Laboratory of Science Education and Communication, University of Science and Technology of China, Hefei, China  \n3 Department of Communication Studies, University of Kansas, Lawrence, USA  \n4 Department of Communication, University of Texas, Arlington, USA  \n5 Institute of Advanced Technology, University of Science and Technology of China, Hefei,  \nChina  \n6 Department of Communication, University of California, Davis, USA  \n*Corresponding author: Xiyue Wang Department of Communication Studies University of Kansas  \nBailey Hall, 1440 Jayhawk Blvd.  \nLawrence, KS 66045, USA  \nE-mail [address: xiyue.wang@ku.edu](address: xiyue.wang@ku.edu)  \nAbstract  \nLive streaming platforms, as computer-mediated communication (CMC) systems, provide streamers with a range of tools, such as webcams, beauty filters, and stream titles, to shape their online personas in ways that either conform to or deviate from viewers’ expectations. Drawing on gender role and CMC theories, this study examines how streamers leverage CMC selfpresentation tools to fulfill gender role expectations and their associated live streaming outcomes. Analyzing data collected from 867 streamers and 94,227 streams on Douyu, a popular Chinese live streaming platform, we find that although both female and male streamers make extensive use ofCMC tools, female streamers are more likely to employ visual strategies, such as webcamsand beauty filters, than male streamers. We further find that although different tools have varying associations on streamers’ earnings and audience engagement, the benefits of webcam use are weaker for female than for male streamers. These findings underscore the complex interplay between gender roles and technology use in the live streaming domain.  \nKeywords: computer-mediated communication, live streaming, gender role expectations, selfpresentation, BERTopic  \nLive streaming has rapidly emerged as a popular form of online interaction worldwide. The global live streaming market grew from $1.24 billion in 2022 to $1.49 billion in 2023 , representing an annual growth rate of 20.6%, and is projected to reach $3.21 billion by 2027 (Research and Markets, 2024) . Live streaming provides individuals from diverse backgrounds with opportunities to express themselves, showcase their talents, and reach niche audiences. While live streaming offers a platform for inclusivity and diversity, gender gaps, which have been widely documented across various social domains, are also evident in this context (Xu et al., 2022) . For example, gaming live streaming, as a dominant category on major platforms, remains heavily male-dominated (Sjöblom et al., 2019), with women accounting for only a small proportion of top-performing streamers (Ceci, 2024) . To uncover the mechanisms underlying these gender gaps, researchers have examined the distinct strategies that male and female streamers use to engage viewers (e.g., Zhang & Hjorth, 2019; Anciones-Anguita & ChecaRomero, 2024) . Despite these insights, previous research has largely overlooked gendered strategies involving the use of live streaming tools.  \nAs computer-mediated communication (CMC) systems, live streaming platforms provide streamers with a range of tools, such as webcams, beauty filters, and stream titles (Deng et al., 2021; Sjöblom et al., 2019) . These tools enable streamers to curate their online personas in ways that either conform to or deviate from viewers’ expectations, potentially leading to different interactional and economic outcomes. To examine how streamers of different genders strategically use CMC tools and how such tool use is associated with streaming outcomes, we draw on gender","cbCaiaVAymSXDvXk","https://ap.wps.com/l/cbCaiaVAymSXDvXk","pdf",1060489,1,57,"English","en",105,"# Abstract\n# Literature Review\n## Live Streaming and Gender Differences","[{\"question\":\"How does the study conceptualize live streaming as computer-mediated communication?\",\"answer\":\"It treats live streaming platforms as CMC systems where streamers use tools like webcams, beauty filters, and stream titles to shape online personas and interaction patterns.\"},{\"question\":\"What dataset does the study analyze?\",\"answer\":\"It analyzes data collected from 867 streamers and 94,227 streams across the most-viewed channels on Douyu.\"},{\"question\":\"What gender differences in tool use does the study find?\",\"answer\":\"Female streamers are more likely than male streamers to employ visual self-presentation strategies, such as webcams and beauty filters.\"}]",1784182319,144,{"code":4,"msg":30,"data":31},"ok",{"site_id":24,"language":23,"slug":32,"title":13,"keywords":33,"description":14,"schema_data":34,"social_meta":85,"head_meta":87,"extra_data":89,"updated_unix":27},"gendered-pixels-exploring-gender-differences-in-computer-mediated-self-presentation-among-douyu-live-streamers","",{"@graph":35,"@context":84},[36,53,67],{"@type":37,"itemListElement":38},"BreadcrumbList",[39,43,47,50],{"item":40,"name":41,"@type":42,"position":20},"https://docshare.wps.com","Home","ListItem",{"item":44,"name":45,"@type":42,"position":46},"https://docshare.wps.com/document/","Document",2,{"item":48,"name":12,"@type":42,"position":49},"https://docshare.wps.com/document/research-report/",3,{"item":51,"name":13,"@type":42,"position":52},"https://docshare.wps.com/document/gendered-pixels-exploring-gender-differences-in-computer-mediated-self-presentation-among-douyu-live-streamers/82691/",4,{"url":51,"name":13,"@type":54,"author":55,"headline":13,"publisher":57,"fileFormat":60,"inLanguage":23,"description":14,"dateModified":61,"datePublished":61,"encodingFormat":60,"isAccessibleForFree":62,"interactionStatistic":63},"DigitalDocument",{"name":9,"@type":56},"Person",{"url":40,"name":58,"@type":59},"DocShare","Organization","application/pdf","2026-07-16",true,{"@type":64,"interactionType":65,"userInteractionCount":4},"InteractionCounter",{"@type":66},"ViewAction",{"@type":68,"mainEntity":69},"FAQPage",[70,76,80],{"name":71,"@type":72,"acceptedAnswer":73},"How does the study conceptualize live streaming as computer-mediated communication?","Question",{"text":74,"@type":75},"It treats live streaming platforms as CMC systems where streamers use tools like webcams, beauty filters, and stream titles to shape online personas and interaction patterns.","Answer",{"name":77,"@type":72,"acceptedAnswer":78},"What dataset does the study analyze?",{"text":79,"@type":75},"It analyzes data collected from 867 streamers and 94,227 streams across the most-viewed channels on Douyu.",{"name":81,"@type":72,"acceptedAnswer":82},"What gender differences in tool use does the study find?",{"text":83,"@type":75},"Female streamers are more likely than male streamers to employ visual self-presentation strategies, such as webcams and beauty filters.","https://schema.org",{"og:url":51,"og:type":86,"og:title":13,"og:site_name":58,"og:description":14},"article",{"robots":88,"canonical":51},"index,follow",{"doc_id":7,"site_id":24},{"code":4,"msg":5,"data":91},[92,96,100,104,109,114,119,122,127,130,134],{"id":20,"doc_module":4,"doc_module_name":45,"category_name":93,"show_sort_weight":94,"slug":95},"Story & Novel",90,"story-novel",{"id":46,"doc_module":4,"doc_module_name":45,"category_name":97,"show_sort_weight":98,"slug":99},"Literature",80,"literature",{"id":52,"doc_module":4,"doc_module_name":45,"category_name":101,"show_sort_weight":102,"slug":103},"Exam",70,"exam",{"id":105,"doc_module":4,"doc_module_name":45,"category_name":106,"show_sort_weight":107,"slug":108},5,"Comic",60,"comic",{"id":110,"doc_module":4,"doc_module_name":45,"category_name":111,"show_sort_weight":112,"slug":113},6,"Technology",50,"technology",{"id":115,"doc_module":4,"doc_module_name":45,"category_name":116,"show_sort_weight":117,"slug":118},7,"Healthcare",40,"healthcare",{"id":11,"doc_module":4,"doc_module_name":45,"category_name":12,"show_sort_weight":120,"slug":121},30,"research-report",{"id":123,"doc_module":4,"doc_module_name":45,"category_name":124,"show_sort_weight":125,"slug":126},9,"Religion & Spirituality",20,"religion-spirituality",{"id":125,"doc_module":4,"doc_module_name":45,"category_name":128,"show_sort_weight":125,"slug":129},"World Cup","world-cup",{"id":131,"doc_module":4,"doc_module_name":45,"category_name":132,"show_sort_weight":131,"slug":133},10,"Lifestyle","lifestyle",{"id":135,"doc_module":4,"doc_module_name":45,"category_name":136,"show_sort_weight":105,"slug":137},19,"General","general"]