The emergence of “consumer sphere”: the logics behind short video activism tactics of Chinese consumers

Abstract Short-video-based social media platforms (short-video-based [SVB] platforms) are becoming a common tool for an increasing number of consumers to safeguard their legitimate interests in China. This article examines how Chinese consumers practice video activism by using short videos on Weibo to construct a consumer sphere for themselves to protect their legal demands. By interviewing 56 interviewees including consumers, media practitioners, public relations department (PR) officials, and relevant government officials in China, we find that short videos are more than a visible vehicle on SVB platforms which makes the voices of consumers being heard, but significantly, these platforms create a “consumer sphere” for the consumers who experienced right infringement to defend their rights. The discussion and sharing of these videos unite the consumers to bring the individual issue to the spotlight of the public. We conclude that as more consumers join the queue to share their encounters, a sphere is constructed by the use of mediated tactics.