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Broadcasting your virtual self: Exploring the authenticity construction and subjectivity of VTubers in China
Brief about:
Journal Article (2024)
Written by:
Investigates how VTubers in China construct authenticity and subjectivity through their use of virtual reality technologies in live-streaming practices.
The VTubing phenomenon, which began with the introduction of Kizuna AI in 2016, has rapidly evolved into a billion-dollar industry, with significant growth in China due to advancements in virtual reality (VR) and motion capture technologies. The Chinese virtual human sector is projected to reach 640 billion yuan by 2025, as reported by the Internet Society of China (2024). VTubers, or virtual YouTubers, utilize 2D or 3D anime-style avatars to engage with audiences, creating a unique form of online interaction that challenges traditional notions of authenticity. Unlike real-person streamers, VTubers maintain anonymity, crafting a sense of ”realness” through their virtual personas. This burgeoning industry has sparked interest in understanding how VTubers navigate the complexities of virtual intimacy without revealing their real-world identities, particularly in the context of China’s expanding live-streaming economy.
The research addresses gaps in existing literature, which has predominantly focused on real-person streamers and their construction of authenticity through personal disclosures and emotional connections with viewers. VTubers, however, operate within a different framework, where the authenticity of their virtual selves is paramount. The study explores how VTubers use VR technologies to construct their virtual personas and how these practices shape their subjectivities. It also examines the implications of VTubing on digital player culture, highlighting the role of VR equipment in reshaping live-streaming practices and the construction of authenticity in virtual interactions.
Key findings
- VTubers craft their performances to align with the personas of their anime-style avatars, emphasizing the importance of convincing viewers of the authenticity of their virtual characters.Evidence
Interviewees, such as Participant 3, described their roles as ''playing with my character,'' with activities like ''bunny dancing'' and greeting viewers with phrases like ''Welcome home, my master.'' Participant 3 noted, ''The best VTubers are those who can let viewers feel that they are truly playing with a bunny girl.''
What it meansVTubers fulfill viewers' fantasies of fictional characters, crafting performances that prioritize the authenticity of their virtual selves over their real identities.
- VTubers' ability to present flawless virtual characters is grounded in their skillful use of VR equipment, which requires a high level of equipment literacy.Evidence
Interviewees discussed using costly 3D motion capture equipment for natural expressions, with Participant 6 stating, ''If you want to present better effects, you have to keep upgrading your settings.'' VTubers engage in technical tasks obsessively, with Participant 6 mentioning, ''We all geek out for a bit to discuss this cool stuff we get to play with.''
What it meansThe integration of VR technologies into VTubing practices necessitates continuous learning and upgrading of equipment, reflecting the significance of technical proficiency in constructing authentic virtual performances.
- VTubers maintain a strict separation between their virtual and real identities, emphasizing the importance of anonymity to preserve the credibility of their virtual personas.Evidence
Participant 2 stated, ''Revealing your real identity is a taboo for VTubers,'' highlighting the need to keep personal information private. Interviewees noted that viewers are rarely interested in their offline identities, as they prefer to maintain the flawless imagination of the virtual characters.
What it meansThe disconnection between virtual and real identities underscores the importance of maintaining anonymity in VTubing, allowing VTubers to craft idealized and flawless personas that align with viewers' fantasies.
- VTubers' performances are influenced by the viewership-driven dynamics of the live-streaming environment, requiring them to adapt their behaviors to align with character settings and viewer expectations.Evidence
Participant 1, whose character is a maid, noted, ''In people's imagination, a maid should speak softly and be sweet. So, I usually chat with viewers sweetly and keep people company until late at night.'' Participant 7 adjusted her character from an ancient princess to a more popular exotic dancer to attract more viewers.
What it meansVTubers strategically craft their virtual selves to cater to viewers' preferences, reflecting how labor practices shape their subjectivities and the construction of VR-mediated subjectivity.
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Broadcasting your virtual self: Exploring the authenticity construction and subjectivity of VTubers in China
Cite this brief: Tang, Jiaru. 'Broadcasting your virtual self: Exploring the authenticity construction and subjectivity of VTubers in China'. Acume. https://www.acume.org/r/broadcasting-your-virtual-self-exploring-the-authenticity-construction-and-subjectivity-of-vtubers-in-china/
Brief created by: Jiaru Tang | Year brief made: 2025
Original research:
- Tang, J., ‘Broadcasting your virtual self: Exploring the authenticity construction and subjectivity of VTubers in China’ 6(9) (pp. 8–19) https://doi.org/10.1016/j.smh.2024.1341. – https://www.sciencedirect.com/science/article/piiS26
Research brief:
Investigates how VTubers in China construct authenticity and subjectivity through their use of virtual reality technologies in live-streaming practices.
The VTubing phenomenon, which began with the introduction of Kizuna AI in 2016, has rapidly evolved into a billion-dollar industry, with significant growth in China due to advancements in virtual reality (VR) and motion capture technologies. The Chinese virtual human sector is projected to reach 640 billion yuan by 2025, as reported by the Internet Society of China (2024). VTubers, or virtual YouTubers, utilize 2D or 3D anime-style avatars to engage with audiences, creating a unique form of online interaction that challenges traditional notions of authenticity. Unlike real-person streamers, VTubers maintain anonymity, crafting a sense of ”realness” through their virtual personas. This burgeoning industry has sparked interest in understanding how VTubers navigate the complexities of virtual intimacy without revealing their real-world identities, particularly in the context of China’s expanding live-streaming economy.
The research addresses gaps in existing literature, which has predominantly focused on real-person streamers and their construction of authenticity through personal disclosures and emotional connections with viewers. VTubers, however, operate within a different framework, where the authenticity of their virtual selves is paramount. The study explores how VTubers use VR technologies to construct their virtual personas and how these practices shape their subjectivities. It also examines the implications of VTubing on digital player culture, highlighting the role of VR equipment in reshaping live-streaming practices and the construction of authenticity in virtual interactions.
Findings:
VTubers craft their performances to align with the personas of their anime-style avatars, emphasizing the importance of convincing viewers of the authenticity of their virtual characters.
Interviewees, such as Participant 3, described their roles as ”playing with my character,” with activities like ”bunny dancing” and greeting viewers with phrases like ”Welcome home, my master.” Participant 3 noted, ”The best VTubers are those who can let viewers feel that they are truly playing with a bunny girl.”
VTubers fulfill viewers’ fantasies of fictional characters, crafting performances that prioritize the authenticity of their virtual selves over their real identities.
VTubers’ ability to present flawless virtual characters is grounded in their skillful use of VR equipment, which requires a high level of equipment literacy.
Interviewees discussed using costly 3D motion capture equipment for natural expressions, with Participant 6 stating, ”If you want to present better effects, you have to keep upgrading your settings.” VTubers engage in technical tasks obsessively, with Participant 6 mentioning, ”We all geek out for a bit to discuss this cool stuff we get to play with.”
The integration of VR technologies into VTubing practices necessitates continuous learning and upgrading of equipment, reflecting the significance of technical proficiency in constructing authentic virtual performances.
VTubers maintain a strict separation between their virtual and real identities, emphasizing the importance of anonymity to preserve the credibility of their virtual personas.
Participant 2 stated, ”Revealing your real identity is a taboo for VTubers,” highlighting the need to keep personal information private. Interviewees noted that viewers are rarely interested in their offline identities, as they prefer to maintain the flawless imagination of the virtual characters.
The disconnection between virtual and real identities underscores the importance of maintaining anonymity in VTubing, allowing VTubers to craft idealized and flawless personas that align with viewers’ fantasies.
VTubers’ performances are influenced by the viewership-driven dynamics of the live-streaming environment, requiring them to adapt their behaviors to align with character settings and viewer expectations.
Participant 1, whose character is a maid, noted, ”In people’s imagination, a maid should speak softly and be sweet. So, I usually chat with viewers sweetly and keep people company until late at night.” Participant 7 adjusted her character from an ancient princess to a more popular exotic dancer to attract more viewers.
VTubers strategically craft their virtual selves to cater to viewers’ preferences, reflecting how labor practices shape their subjectivities and the construction of VR-mediated subjectivity.