LNELecture Notes in Education, Arts, Management and Social ScienceTBA2705-053XWHIOCE PUBLISHING PTE. LTD.10.18063/LNE.v4i2.1533ArticleBetween Self-Branding and Tradition: Multimodal Identity Construction of a Female Vlogger in the Digital Spacehttps://artdesignp.com/journal/LNE/4/2/10.18063/LNE.v4i2.1533LuJialu2026422026-02-26This study investigates the multimodal construction of female identity in the short videos of Jiang Xunqian, a prominent Douyin vlogger. Drawing on Feng Dezheng’s Multimodal Construction Framework of Female Identity, the analysis examines how evaluative language and visual design collaboratively shape the representation of modern and traditional female traits. The study identifies identity features including charisma, perseverance, courage, skill, erudition, and strength as modern traits, alongside compassion, empathy, timidity, and diligence as traditional traits, with modern traits dominating the construction. Contextual factors are then considered to explain these features. Overall, the study illustrates how female digital creators navigate modern empowerment and traditional cultural norms, constructing a hybrid identity that appeals to diverse audiences while promoting intangible cultural heritage.female identity,identity construction,multimodality,appraisal theory

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