Assembling, Breaking, and Refusing the Mask: Agency in AI-Mediated Self-Presentation in Livestreaming
Abstract: Our mixed-method study examines how Chinese women livestreamers use masking to construct idealized mediated personas while navigating gendered, commercial, organizational, and platform pressures alongside personal agendas. We built on the concept of masking, analyzed 627 recruitment posts, and conducted livestream observations and interviews with 26 Chinese women streamers. We found that streamers assembled masks across bodies, AI-mediated technologies, spaces, performances, and social relations to become recognizable while protecting personal boundaries. These masks were continually negotiated, and participants sometimes broke, resisted, or refused them when demands became misaligned or unsustainable. We conceptualize masking as a sociotechnical assemblage in which agency lies in preserving, disrupting, and reconfiguring relations rather than controlling a single interface. We further theorize breaking as a consequential part of masking that exposes hidden labor and unequal costs of visibility. We offer theoretical and design directions for more negotiable, contestable, and agency-supporting AI-mediated self- presentation.