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In the last several years, an increasing number of rural vloggers from China have opened their YouTube channels, Facebook pages, and Instagram accounts. They broadcast their farming, working, cooking, and crafting. The visual narratives make interesting storytelling about contemporary China, given the fact that these social media platforms themselves are officially inaccessible there. Using Li Ziqi, one of the most viewed Chinese YouTubers, as my case study, I will discuss the politics behind the construction of the “good China story” at the grassroots level. I argue that the aestheticized labor plays a central role in making the good story and its nation-building rhetoric, which is enabled and disrupted by the negotiation and contestation of the aspiring rural individual, the profit-driven cooperation, and the overseeing state.

Aestheticizing Labor The Construction of the “Good China Story” in Li Ziqi’s Videos