Publication details [#67039]

Zhang, Xiaoxing, Yu Xiang and Lei Hao. 2019. Virtual gifting on China’s live streaming platforms: hijacking the online gift economy. Chinese Journal of Communication 12 (3) : 340–355.
Publication type
Article in journal
Publication language
Place, Publisher


This article proposes an exploratory case study on the nascent “virtual gifting” feature of China’s live streaming platforms. It concludes by offering a reconsideration of the role of critical communication studies in turning the tide of China’s live streaming industry.