Communications in Humanities Research ISSN: 2753-7072
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Research Article

Interactive-Driven Visibility Structure and Public Opinion Polarization: A Case Study of Fertility and Family Policy on Short-Video Platforms in China

Huixin WangEast China Normal University*

* Corresponding author: [email protected]

Abstract

Existing studies on platform communication mainly focus on algorithms, user behavior, and emotional stimulation, but pay less attention to how visibility structures shape public opinion on public policy issues. This study examines fertility and family policy content on Douyin, China's largest short-video platform. Using content analysis, the study analyzes 271 videos posted from January 2025 to March 2026. Visibility is measured through total engagement, including the numbers of likes, comments, and shares. The study also compares standpoint, emotional intensity, and narrative style across different visibility levels. The results show a clear hierarchical visibility structure with a long-tail distribution. A small number of videos receive very high engagement, while most videos stay at low visibility levels. But highly visible content isn't more emotional, polarized, or centered on personal narrative. Most high-visibility videos focus on neutral and rational policy interpretation. These findings suggest that platform communication is unequal, but the logic of visibility depends on the issue itself. In public policy communication, informational value and practical relevance may matter more than emotional expression. This study provides evidence from a non-Western platform context and offers implications for digital public policy communication.

Keywords: Visibility Structure; Public Opinion Polarization; Fertility Policy; Short-Video Platform; Public Policy Communication
Published: June 15, 2026
DOI: 10.54254/2753-7064/2026.34546
Volume: CHR Vol.111
pp. 181-193
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