Exploring Symbolic Effect of New Media: The Impact of Bilibili on Gen Z’s Cohort Identity and Aesthetic Choices in Fashion

This study examines Bilibili, a leading video community for Generation Z in China, known as ‘B-site’. The paper proposes a conceptual framework to explore how the platform provides entertainment features that enable Gen Z users to establish digital connections with the internet. The study aims to explore that Bilibili’s unique features, such as barrage culture, user- generated content, interestbased communities, and differentiated content, have facilitated the formation of a strong sense of community among its users. This has influenced their cultural decision-making in fashion aesthetics and beyond. The paper draws on qualitative data generated culturally from, statistical information, and digital-field surveys to provide insights into Bilibili’s rise and impact on Chinese youth culture. The study found that Bilibili grown from an ACG niche video channel has become a prevalent application in the daily lives of Chinese youth, forming a Gen-Z cultural community and defining ‘their fashion’.