Research On Self-presentation And Identity Of Employees Of Internet Giants On Douyin Short Video Platform

This study starts from the theoretical perspective of self-presentation.Through the text analysis of the short video accounts and video content of employees of internet giants on the Internet,the account name,account avatar,personal profile,contact information in the basic information of employees of internet giants are analyzed.The visual elements and auditory elements in the method and video content are used as the key evaluation indicators,and the research methods of in-depth interviews and participatory observation are used to explore the status quo of the identity of employees of internet giants.This research found that the occupational groups who are also employees of internet giants have obvious differences in the presentation of their occupational identity.Some groups show a high degree of identification with the industry and occupational image,but at the same time,some groups show anxiety and confusion,and even an identity crisis,which can be summarized into four typical images:humorous self-deprecating resisters,anxious escapers,pragmatic and stable acceptors,and strivers who pursue success.The Douyin short video platform acts as an intermediary to demonstrate the differentiated presentation and identification status of employees of internet giants.At the same time,this selfpresentation also plays a role in alleviating the identity crisis and enhancing selfidentity.