The Virtual Jail: Content Moderation Challenges Faced by Chinese Queer Content Creators on Douyin

Queer users of Douyin, the Chinese version of TikTok, suspect that the platform removes and suppresses queer content, thus reducing queer visibility. In this study, we examined how Chinese queer users recognize and react to Douyin’s moderation of queer content by conducting interviews with 21 queer China-based Douyin content creators and viewers. Findings indicate that queer users actively explore and adapt to the platform’s underlying moderation logic. They employ creative content and posting strategies to reduce the likelihood of their expressions of queer topics and identities being removed or suppressed. Like Western platforms, Douyin’s moderation approaches are often ambiguous; but unlike Western platforms, queer users sometimes receive clarity on moderation reasons via direct communication with moderators. Participants suggested that Douyin’s repressive moderation practices are influenced by more than just platform policies and procedures – they also reflect state-led homophobia and societal discipline. This study underscores the challenges Chinese queer communities face in maintaining online visibility and suggests that meaningful change in their experiences is unlikely without broader societal shifts towards queer acceptance.