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💡 Released in January 2018, this book is a recent publication. I'm uncertain what its Chinese title will be, though literally it translates to 'Square and Tower.' Despite holding a translation degree, I've never worked professionally in the field, so I question my ability to tackle this project. The Chinese translation rights have been secured, and I anticipate it will be available in Chinese soon, as it explores themes highly relevant to our current communication landscape in the internet age.
The Era of Douyin: A New Perspective on Online Communication through "Squares and Towers"
"Squares and Towers" offers more than historical analysis—it presents a revolutionary historical framework that challenges conventional understanding by positioning internet power at history's core. I'm documenting my thoughts on this work specifically because Douyin has emerged as an essential platform for social media marketers since 2018. This exploration connects Douyin's modern social media dynamics with the fundamental concepts of "Squares and Towers," examining how these principles influence our comprehension and development of today's digital landscape.
My personal connection to short-form video platforms extends back to 2015, when I researched various video formats while developing viral marketing strategies for Procter & Gamble. During this period, Vine dominated the short video space with its 6-second format—essentially animated GIFs with extended duration. Simultaneously, 15-minute "viral videos" represented the medium-length category. China's Tencent had already launched its short video platform Weishi (Micro Vision), and I considered partnering with the emerging theatrical group "Chen Xiang at 6:30," whose impressive metrics on Weishi caught my attention. Though my proposal didn't secure client funding, and despite Weishi's eventual shutdown, my interest in short-form video platforms remained unwavering. I've consistently believed that a platform enabling simpler content sharing would inevitably transform communication paradigms.
The formula for this transformation seemed clear:
- Simplicity of creation: merely raising one's phone to capture footage
- Content richness hierarchy: Video > Images > Text
Coincidentally, in 2015, my roommate's startup was acquired by ByteDance, Douyin's parent company. He subsequently joined Douyin's development team, working directly with founder Zhang Yiming until the product launched in 2016. This connection has sustained my ongoing interest in Douyin and the short-form video ecosystem.
While "Squares and Towers" primarily examines Facebook's impact, I believe Douyin possesses the potential to achieve comparable global significance in the digital sphere.
Squares and Towers: The Intertwining History of Networks and Hierarchies
"Squares and Towers" introduces a fundamental concept: human social history is shaped by the dynamic interplay between squares (networks) and towers (hierarchical structures). Squares represent open, decentralized networks where information flows freely and individuals interact without barriers. Towers symbolize closed, centralized hierarchical structures that embody power and control mechanisms.
Douyin: The Modern Square
Douyin exemplifies the concept of a square in today's digital landscape. It disrupts traditional media's information dissemination model by democratizing content creation, allowing anyone to become an information producer and distributor. I view this as a vernacular movement across social media platforms. While crafting a 140-character Weibo post requires a certain linguistic threshold and photo sharing demands aesthetic sensibilities, video creation carries inherent information density that transcends these barriers. Even a simple 3-second clip of a burning high-rise building immediately draws attention and prompts questions like "Where is the fire?" without requiring sophisticated composition or textual explanation. On this platform, ordinary users construct personal networks through creativity and engagement, while influential content creators establish small "towers" through their fan connections.
Top Creators: Tower-Like Influence and Accountability
Leading content creators on Douyin function as towers within the network, commanding substantial followings and significant influence. Their content can rapidly propagate, shaping public opinion and cultural trends. However, this influence carries inherent responsibilities. These influential figures must recognize their pivotal role within the network ecosystem and uphold commitments to information integrity and social responsibility.
Small and medium-sized bloggers and ordinary users: the vitality and innovation of the square
Douyin's small and medium-sized bloggers and ordinary users are activists in the square. They have injected vitality into this network by sharing bits and pieces of their lives, creative content and interactive exchanges. Although the power of these individuals is small, together they can have a huge impact and promote social progress and cultural innovation.
The Double-Edged Sword of Douyin and Network Management
"Squares and Towers" illuminates the dual nature of internet power. While platforms like Douyin connect people globally and facilitate content dissemination, they simultaneously risk amplifying negative information that can fracture social cohesion. This is evident in the proliferation of dance videos, which have emerged as a rapid pathway to visibility. Within China's regulatory framework that prohibits explicit content, dance videos have become a prominent trend, with Douyin evolving into an effective channel for borderline suggestive content. The concerning aspect arises when adolescents emulate these sexually suggestive performances in pursuit of fame and attention, potentially triggering various social challenges.
"Squares and Towers" equips us with a valuable framework for interpreting the internet era. In this landscape shaped by networks and hierarchical structures, each individual functions as both information transmitter and history maker. Social media platforms provide unprecedented opportunities for expression, interaction, and influence. Ultimately, self-media holds transformative potential for our world.
