Gender Gesture Codes in TikTok (Douyin) Live Streaming: Unveiling the Nonverbal Communication of Male and Female Streamers

Live streaming platforms such as Douyin have become a critical space for e-commerce and social interaction, where nonverbal communication is vital for audience engagement. Despite its importance, the role of gender in shaping these nonverbal strategies remains underexplored. This study addresses this gap by examining 720 min of live-streaming content from 16 male and female streamers on Douyin, employing an enhanced multimodal discourse analysis (MDA) framework. The finding reveals a clear gendered divergence: male streamers predominantly employ macro-gestures to project authority, whereas female streamers prioritize expressive displays to foster relational intimacy. These patterns not only reflect traditional gender norms but also are amplified by Douyin’s algorithmic preference for dynamic visuals and sustained engagement. By integrating gender performativity theory with platform studies, this research proposes the concept of algorithmically mediated performativity, demonstrating how digital infrastructures reinforce gendered behaviors. This study contributes to digital gender studies by offering a novel theoretical framework and practical insights for content creators and platform designers seeking to mitigate algorithmic bias.