Animal Anthropomorphism in Chinese Social Media and Audience Acceptance: A Case Study of Animal Mukbang

Abstract

This study aims to explore the anthropomorphic elements represented in animal mukbang videos on Chinese social media (Douyin and Xiaohongshu), as well as the relationship between pet ownership and audience acceptance of various anthropomorphic elements. First, this study summarized the types of anthropomorphic elements in animal mukbang videos on two platforms through content analysis. Second, this study designed a questionnaire based on the content analysis results and investigated the audience acceptance of different anthropomorphic elements. The results showed that on both platforms, the anthropomorphic elements in animal mukbang mainly included “Clothing,” “Expression,” “Communication,” “Diet style,” “Use of tableware,” “Dining environment,” “Use of microphone,” “Feeling about food,” “Inner activities” and “Unique character and identity.” In addition, pet ownership has a different influence on audience acceptance of different anthropomorphic elements. Although this study illustrates the audience acceptance of anthropomorphism in the context of animal mukbang, the relationship between anthropomorphism and a wider category of audiences, as well as the rationality of animal anthropomorphism in various media, still needs further research.