Advances in Social Behavior Research

Advances in Social Behavior Research

Vol. 3, 03 March 2023

Open Access | Article

The Influential Factors on Gender Inequality in Social-media

Jiaqi Li * 1
1 Bachelor of arts, Monash University, Shijiazhuang, Hebei, 050000, China

* Author to whom correspondence should be addressed.

Advances in Social Behavior Research, Vol. 3, 538-547 Advances in Social Behavior Research,
Published 03 March 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jiaqi Li. The Influential Factors on Gender Inequality in Social-media. LNEP (2023) Vol. 3: 538-547. DOI: 10.54254/2753-7048/3/2022570.


Due to the rapid spread of the epidemic, Chinese people have been asked not to go out during holidays or even undergo mandatory quarantine, so the way of public entertainment has changed from offline to online. The Tik Tok social platform is an increasingly popular online social platform in recent years, where the public can post and watch other people's daily life and some hobbies. This investigate aimed to investigate whether content posted by video creators of different genders in social media received respectful comments from users, whether male or female video creators. This paper analyzed the reasons for the persistence of gender inequality in social media by applying theory of reasoned action. Among them, algorithm theory was utilized to find short video reviews as samples. The conclusion of this investigate was that the follow-up behavior of some Tik Tok users perpetuates gender discrimination in social media. This had led to the occurrence of female short video creators being subjected to speech attacks and online violence. Instead of empathizing and fully accepting the idea of gender equality. Therefore, the concept of gender equality in today's public has not really been integrated into life, but only in written expression.


Web surfing, home isolation, Covid-19 pandemic, Theory of reasoned action., Comments, Tik Tok


1. Lu, X., Lu, Z., & Liu, C. (2020). Exploring TikTok Use and Non-use Practices and Experiences in China. In Social Computing and social media. Participation, User Experience, Consumer Experience, and Applications of Social Computing. Springer International Publishing. pp. 57–70.

2. Gao Z. (2022). A comparative study on selective exposure of search engines and short video users. 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022). Atlantis Press. pp. 1846-1849.

3. Maaranen, A., & Tienari, J. (2020). Social media and hyper‐masculine work cultures. Gender, Work, and Organization, 27(6), 1127–1144.

4. Banet-Weiser, S. and Miltner, K.M. (2016). #MasculinitySoFragile: Culture, structure, and online misogyny. Feminist Media Studies, 16, 171 – 174.

5. Alon, TM, Doepke, M., Olmstead-Rumsey, J. and Tertilt, M. (2020). The impact of COVID-19 on gender equality (CRC TR 224 Discussion Paper Series). University of Bonn and University of Mannheim.

6. Andrew, A., Cattan, S., Costa Dias, M., Farquharson, C., Kraftman, L., and Krutikova, S. (2020). How are parents balancing work and family during lockdown? Institute of Finance.

7. Kim, Soojung, Jeong, Se-Hoon, & Hwang, Yoori. (2013). Predictors of Pro-Environmental Behaviors of American and Korean Students. Science Communication, 35(2), 168–188.

8. Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.

9. Fishbein, M., Yzer, M. C. (2003). Using theory to design effective health behavior interventions. Communication Theory, 13, 164-183.

10. Madden, T., Ellen, P., & Ajzen, I. (1992). A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action. Personality And Social Psychology Bulletin, 18(1), 3-9.

11. Kaiser, F. G., Gutscher, H. (2003). The proposition of a general version of the theory of planned behavior: Predicting ecological behavior. Journal of Applied Social Psychology, 33, 586-603.

12. Schwartzberg, S. (1995). The theory of reasoned action: Its application to AIDS-preventive behaviour: Edited by Deborah J. Terry, Cynthia Gallois and Malcolm McCamish. Pergamon Press, Oxford. 326 ,1993.

13. Bamberg, S., Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27, 14-25.

14. Lujja, S., Omar M., M., & H., R. (2016). Modelling public behavioral intention to adopt Islamic banking in Uganda. International Journal of Islamic and Middle Eastern Finance and Management, 9(4), 583–600.

15. Abhijit V. Banerjee, A Simple Model of Herding Behavior, Quarterly Journal of Economics, Vol. 107, No. 3, August 1992, pp. 797–817,

16. Kim, S., J., Se-Hoon, & Hwang, Y. (2013). Predictors of Pro-Environmental Behaviors of American and Korean Students. Science Communication, 35(2), 168–188.

17. George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198–212. doi:10.1108/10662240410542634

18. Smith, C. P., & ProQuest. (1992). Motivation and Personality : Handbook of Thematic Content Analysis.

19. Turvey, K. (2015). Algorithm.

20. Gallois, C., McCamish, M., & T., Deborah J. (1994). The Theory of Reasoned Action : Its application to AIDS-Preventive Behaviour (First edition.).

21. Chang, A. Wan-lih. (2013). Psyche’s Sisters: Ambivalence of Sisterhood in Twentieth-century Irish Women’s Short Stories. Estudios Irlandeses, 8(8), 1–11.

22. Idrus, N. I. (2016). Gender relations in an Indonesian society : Bugis practices of sexuality and marriage.

23. Birindelli, G., I., A. Patrizia, & Perrazzelli, A. (2022). Women in Financial Services : Exploring Progress Towards Gender Equality.

24. Tekkas Kerman, K., & Ozturk, F. O. (2022). An examination of gender stereotypes, ambivalent sexism, and dating violence as potential predictors of nursing students’ beliefs about intimate partner violence: A cross-sectional correlational study. Nurse Education in Practice, 62, 103346.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this journal agree to the following terms:

1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Copyright © 2023 EWA Publishing. Unless Otherwise Stated