Branding the ‘VBA’ (Village Basketball Association) to revitalise a Miao village: Platform ruralism in the making

Abstract

In recent years, short-video platforms represented by Douyin (TikTok) and Kuaishou (Kwai) have expanded to rural China. The rural, as an emerging ‘sunken market’ for digital platforms to generate revenue, has become an uncharted terrain for digital platforms to compete for, particularly in the context of the state's rural revitalisation strategy. Yao Shunwei, an independent photographer, uploaded a short video on Douyin in July 2022, recording a village basketball game in a Miao village (Taipan Village) in Guizhou to celebrate the Chixin Festival. The game quickly gained phenomenal popularity on digital platforms and was branded as ‘VBA’ (Village BA, appropriating the term NBA), contributing significantly to the revitalisation of the village. So far, work on rural places in their entanglement with digital platforms remains limited, lopsided on the rhetoric of a digital divide between the urban and the rural. Proposing the tentative concept of platform ruralism, this study probes into the emergent rural subjectivities and agencies vis-à-vis the negotiation, adaptation, innovation and autonomy of rural economies, livelihoods and socio-cultural practices as they are imbricated by digital technologies and platforms. As such, it looks at how digital platforms have rescaled rural basketball activities and turned them into a nationally influential brand to enhance the wellbeing, social cohesion and cultural identity of rural communities. The branding of ‘VBA’ demonstrates how the rural can take on an active and resilient role in the rise of digital platforms.