


































Communication, Society and Media 
ISSN 2576-5388 (Print) ISSN 2576-5396 (Online) 

Vol. 8, No. 1, 2025 

www.scholink.org/ojs/index.php/csm 

94 

 

Original Paper 

Exploring Visual Social Media Accessibility for China‘s 

Visually Impaired: A Grounded Theory Study of TikTok Usage 

Lu Cao
1*

 

1 
University of Shanghai for Science and Technology, Shanghai, China 

* 
Lu Cao, University of Shanghai for Science and Technology, Shanghai, China 

 

Received: May 3, 2025        Accepted: May 30, 2025         Online Published: June 26, 2025 

doi:10.22158/csm.v8n1p94                       URL: http://dx.doi.org/10.22158/csm.v8n1p94 

 

Abstract 

This study aims to explore the real-life experiences, challenges, and needs of visually impaired 

individuals when using visual social media platforms, with TikTok as a case study. The research 

investigates the accessibility barriers faced by this group and proposes optimization strategies for 

inclusive design. Adopting a grounded theory methodology, semi-structured interviews were conducted 

with eight visually impaired participants. The interview transcripts were analyzed through a 

three-stage coding process, with the core category identified as “Accessibility Challenges in Visual 

Social Media Usage”. The findings reveal four major obstacles encountered by visually impaired users: 

(1) technical adaptation barriers, (2) contradictions in the information ecosystem, (3) deprivation of 

digital rights, and (4) delayed response mechanisms. To enhance digital inclusion, this study 

recommends that platform developers adhere to universal accessibility design principles, while 

policymakers and society at large should prioritize the digital rights of visually impaired individuals, 

strengthen policy enforcement, and improve regulatory oversight. These measures can help bridge the 

digital divide and foster a more inclusive digital society. 

Keywords 

visually impaired, social media accessibility, grounded theory, digital inclusion, universal design 

 

1. Introduction 

In the mobile internet era, digital exclusion of visually impaired populations. The advent of mobile 

internet has deeply embedded mobile media into the fabric of society. Short-video platforms like 

TikTok, with their rich audiovisual content, fragmented communication patterns, and integration of 

local lifestyle services and information, have attracted massive user bases. Within this context, visually 

impaired individuals face exacerbated challenges in navigating the digital society. 



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Visual impairment—encompassing both congenital and acquired conditions, including low vision and 

total blindness—fundamentally limits one‘s ability to perceive the world visually. In an increasingly 

visual-dominant media environment, the ongoing digital transformation has further marginalized 

people with disabilities as a digitally disadvantaged group. Digital accessibility barriers now constitute 

a critical obstacle to their effective participation in economic and social life (Yang, 2025). 

As noted by French visual culture theorist Guy Debord: ―In societies where modern conditions of 

production prevail, life is presented as an immense accumulation of spectacles. All that once was 

directly lived has become mere representation‖ (Debord, 2002). This cultural shift from 

language-centric to image-centric paradigms has established visual information acquisition as the 

primary mode of comprehending reality (Jin, 2007). Consequently, the phenomenon of ―visual 

hegemony‖ or ―visual primacy‖ privileges sight-dependent populations in digital environments, 

exacerbating information inequality among visually impaired communities (Zhang, 2017). 

This study investigates the usage patterns of visually impaired individuals in audiovisual media 

environments, with TikTok as a representative case. As a platform that primarily delivers content 

through synchronized audio-visual elements rather than traditional text-based formats, TikTok enables 

visually impaired users to effectively receive and comprehend information via audio components, 

despite their inability to access visual cues directly. While this media format demonstrates certain 

communicative advantages and information-processing efficacy for the visually impaired community, it 

simultaneously presents multiple accessibility barriers, including incompatible functionalities and 

non-inclusive interface design. 

The research aims to: (1) uncover the authentic needs and operational challenges faced by visually 

impaired users, (2) advocate for greater attention to their digital rights, and (3) catalyze technological 

and policy improvements in universal design. Such measures are essential to ensure equitable access to 

digital dividends for people with visual impairments. 

 

2. Method 

This study employs in-depth interviews to collect firsthand, rich, and nuanced qualitative data through 

one-on-one dialogues with participants. Eight visually impaired individuals with relatively 

representative profiles were selected for semi-structured interviews (Table 1). The interview questions 

were customized based on participants‘ individual characteristics, and the questioning techniques were 

adaptively adjusted to gain profound insights into the lived experiences and needs of visually impaired 

users when engaging with visual social media platforms (e.g., TikTok). 

 

 

 



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Table 1. Demographic Profile of Interview Participants with Visual Impairments (N=8) 

ID Gender Age Visual Impairment Level Occupation 

H1 Male 22 ow vision Student 

H2 Male 25 Total blindness Student 

H3 Female 24 Total blindness Student 

H4 Female 26 Total blindness Customer service 

representative 

H5 Female 23 Total blindness Barista 

H6 Male 32 Total blindness Massage therapist 

H7 Male 32 Total blindness Voice actor 

H8 Female 28 ow vision Piano teacher 

 

3. A Grounded Theory-Based Study 

This study applied grounded theory principles to code the interview transcripts, following the 

procedures of open coding, axial coding, and selective coding. To ensure coding consistency, three 

coders participated collaboratively throughout the entire coding process. Ultimately, four core concepts 

and twelve categories were abstracted from the data. 

3.1 Open Coding Process 

Open coding is an operationalization process that involves ―fragmenting‖ and ―deconstructing‖ 

collected data, assigning conceptual labels, and then reorganizing the material in novel ways to define 

concepts and identify categories. During this stage, researchers conduct line-by-line reading of 

interview transcripts to uncover implicit concepts within the text, which are subsequently categorized 

(Liu & Jiang, 2015). To minimize personal biases and preconceived theoretical frameworks, the author 

collaborated with two additional graduate students specializing in communication studies to complete 

the coding jointly. 

3.2 Axial Coding Process 

Axial coding primarily serves to identify and establish connections among discrete categories, uncover 

latent logical relationships between them, and develop both core and subsidiary categories. During this 

stage, the researcher meticulously analyzed each fundamental category, treating it as an axial point to 

explore inter-category relationships. Through this process, four core categories were derived: (1) 

technological adaptation dilemmas, (2) information ecology contradictions, (3) digital rights 

deprivation, and (4) response mechanism latency. 

3.3 Selective Coding Process and Theoretical Integration 

Selective coding involves further refinement and conceptual abstraction of the content derived from 

axial coding, with the aim of identifying a core category that can systematically integrate all other 



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categories. Through continuous comparative analysis of the original interview transcripts, developed 

categories, and the four core categories—(1) technological adaptation dilemmas, (2) information 

ecology contradictions, (3) digital rights deprivation, and (4) response mechanism latency—this study 

ultimately identified ―the accessibility challenges faced by visually impaired individuals in 

visual-social media usage‖ as the central phenomenon. 

A ―storyline‖ was constructed to delineate all contextual strands and behavioral patterns, elucidating 

the relationships between the core category and main categories. This process culminated in a 

theoretical framework, with the specific relational structure presented in Table 2. The final output is ―a 

research model of the influencing mechanisms affecting visually impaired users‘ accessible 

engagement with visual-social media platforms‖, as visually represented in Figure 1. 

 

Table 2. Typical Relational Patterns 

Core Category Subcategory Representative Evidence 

Technological 

Adaptation 

Dilemmas 

Dynamic interaction failures, 

Multimodal conflicts, 

Assistive technology 

limitations 

TikTok updates causing label 

malfunctions, 

OCR recognition errors, 

Special effects audio drowning out voice 

descriptions 

Information 

Ecology 

Contradictions 

Algorithmic bias, 

Credibility filtering, 

Content conversion loss 

70%+ content repetition rate, 

Cross-platform verification needs, 

Captions lacking audio synchronization 

Digital Rights 

Deprivation 

Educational gaps, 

Restricted social expression, 

Policy-practice disconnects 

Special education curricula excluding 

new apps, 

Disorganized comment section focus, 

Poor enforcement of accessibility laws 

Response 

Mechanism 

Latency 

Corporate inertia, 

Standardization absence, 

Regulatory failures 

<20% of user feedback implemented, 

No dynamic control standards, 

Exclusion from ESG evaluations 

 



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Figure 1. Barrier Model of Visual Social Media Use among the Visually Impaired 

 

3.4 Test of Theoretical Saturation 

Theoretical saturation refers to the state in which no new concepts or theoretical insights that could 

influence the core categories can be extracted from additional interview data or related textual materials. 

To test for theoretical saturation, the author used the initially developed theory as the benchmark and 

conducted further interviews with three additional participants. The collected interview transcripts were 

coded following the same procedures and rules, followed by in-depth analysis and constant comparison. 

No new concepts affecting the core categories emerged, indicating that the model had achieved 

theoretical saturation. 

 

4. Discussion: Theoretical and Empirical Insights 

―Accessibility‖ is both a philosophical concept and a guiding principle for social action. The 

construction of an accessible environment encompasses three key dimensions: accessible infrastructure, 

barrier-free information exchange, and inclusive social services (Yang, 2021). Accessibility standards 

address various aspects of human life—including lifestyle, social interaction, and architectural 

design—imposing requirements that cater to people with disabilities. The ultimate goal is to eliminate 

social barriers imposed by physical limitations (Yang & Lin, 2023). 

At its core, research on accessibility must first address communication barriers between blind and 

sighted individuals, as their perceptual frameworks differ significantly. Identifying common ground 

between these two groups is essential for achieving genuine integration in information exchange (Li, 

2023). 

 



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For visually impaired individuals, mobile media serves both as an assistive tool and a potential cultural 

field for reconstructing disability cognition—a duality that demands urgent theoretical exploration. 

With advancements in screen reader technology, visually impaired users can now access digital content 

through built-in or third-party screen reading applications, enabling their participation in the 

interconnected world. Crucially, the independent use of mobile media enhances their sense of 

autonomy and security. 

Unlike the predominantly visual metaphors employed by sighted individuals, people with visual 

impairments typically rely on cross-modal metaphors in linguistic expression, frequently utilizing 

tactile/auditory metaphors such as ―a warm voice‖ or ―a rough relationship‖. In spatial cognition 

frameworks, they also tend to adopt egocentric reference systems based on bodily movement 

trajectories rather than visual cues. 

However, despite successfully accessing the digital world, these distinct linguistic characteristics and 

information processing mechanisms have paradoxically created new challenges for visually impaired 

users in their online interactions. 

4.1 Technological Adaptation Paradox 

While TikTok‘s continuous updates and new features aim to enhance user experience, they frequently 

create technological adaptation dilemmas for visually impaired users. As one interviewee noted, ―After 

APP updates, existing functions may become inaccessible or malfunction, generating new issues‖ (H3). 

This phenomenon not only hinders users‘ adaptation to new features but also leads to functional 

regression in certain aspects. 

Moreover, the platform‘s increasingly complex interface design exacerbates usability barriers. Users 

report persistent problems including: ―unreadable product descriptions, missing back buttons, inaudible 

address/payment information, and erratic focus jumping‖ (H4). A particularly illustrative case involves 

the like function: ―In standard mode, double-tapping triggers liking, but in screen reader mode, the 

same gesture activates reader functions—requiring users to first locate the like button before 

performing a second double-tap‖ (H3). These issues demonstrate how interface complexity and 

inaccessible design directly impair operational fluency for visually impaired users. 

Mainstream screen reading software still faces significant compatibility challenges. For instance, 

TianTan Screen Reader exhibits system dependency, with certain functions constrained by Android/iOS 

permission frameworks. Version updates may further introduce adaptation issues, forcing users to 

invest substantial time relearning functionalities. As one interviewee stated, ―Every screen reader 

update requires time to re-familiarize with the new features‖ (H4). This process not only increases 

cognitive load but also diminishes user engagement with platforms. 

iOS‘s VoiceOver, while offering greater customization flexibility, demonstrates inadequate optimization 

for many domestic APPs—particularly in accurately labeling complex interfaces like e-commerce 



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platforms. Users report persistent difficulties: ―Overly complicated app interfaces cause screen readers 

to lag or misread content, especially with security keyboards in financial apps that demand excessive 

operational time‖ (H4). 

Current screen readers continue to face unresolved challenges in image content recognition and pop-up 

window interference, with these recurring accessibility failures significantly diminishing user 

experience for visually impaired individuals. As reported by users: ―Suddenly appearing pop-up ads on 

Tiktok disrupt screen reader functions, forcing me to restart the navigation process from scratch. Each 

interface redirection requires considerable time to reorient myself‖ (H5). Another user described: 

―Some app buttons remain unreadable or trigger unexpected jumps. For instance, when using a 

shopping app, the ‗add to cart‘ button frequently fails to be vocalized, leaving me to swipe repeatedly 

hoping to locate it by chance‖ (H5). 

These multimodal conflicts create substantial cognitive and operational burdens, exacerbating digital 

exclusion for visually impaired users through three key mechanisms: (1) Navigation Disruption: 

Unpredictable interface changes force complete task restarts. (2) Vocalization Failures: Critical 

interactive elements remain undetected. (3) Cognitive Overload: Compensatory strategies (e.g., 

repeated swiping) increase mental fatigue. 

4.2 Contradictions in Information Ecosystems 

Within digital information ecosystems, visually impaired users face significant contradictions, 

particularly in the efficiency and quality of content access. Algorithm-recommended videos often 

exhibit high redundancy, yet unlike sighted users who can filter information through thumbnails and 

titles, visually impaired individuals must rely solely on audio playback to assess content relevance. As 

one participant noted, ―Many search results are repetitive—I have to listen through to determine if the 

content meets my needs‖ (H2). 

For the visually impaired community, new media usage extends beyond instrumental needs to 

encompass socio-psychological demands, including social empowerment (Yang, 2021), economic 

participation, and identity construction (Yang & Lin, 2023). To obtain diverse information, users are 

compelled to invest substantial time in compensatory verification processes. This inefficient 

information acquisition mode not only reduces operational efficiency but also significantly increases 

cognitive load. 

Furthermore, visually impaired users often require multiple attempts to locate desired content during 

information searches. As respondent H4 described: ―Sometimes the search results aren‘t accurate—I 

have to try several times before finding what I need‖ (H4). This phenomenon significantly increases 

information processing complexity, exposing users to risks of cognitive overload and consequently 

reducing their platform engagement willingness. 

 



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The current information ecology fails to incorporate precise analyses of visually impaired users‘ needs. 

Visual-dominated social media platforms like Tiktok inadequately deliver content aligned with their 

requirements, consequently constraining their access to valuable information. Visually impaired 

individuals primarily rely on auditory and tactile channels to process digital media content, depending 

heavily on audio interpretation for comprehension. 

However, inherent contradictions in the existing information ecology create sensory translation barriers, 

resulting in substantial information conversion loss and inefficient content acquisition. As users report: 

―When learning English on Tiktok, subtitles move synchronously with videos. I have to constantly 

adjust the progress bar to locate unclear segments for screen reader text recognition, significantly 

increasing usage difficulty‖ (H3) 

―Overly complex video effects with flashing animations make the magnifier function 

counterproductive—it causes dizziness rather than clarifying key information‖ (H4) 

―Emoji interpretation remains problematic as screen readers vocalize them as code strings, rendering 

them meaningless‖ (H8) 

4.3 Digital Disenfranchisement 

Visually impaired individuals face significant digital disenfranchisement in technological environments, 

primarily manifested through the lack of essential educational and support resources. As mainstream 

education systems have long neglected the need for specialized instruction in touchscreen interaction 

logic, visually impaired users struggle to acquire digital competencies, often forced into arduous 

self-directed learning. 

As one interviewee stated, ―No one at school teaches us how to use these applications—we have to 

figure everything out ourselves‖ (H8). While new technologies bring promise, they simultaneously 

create technological alienation, leaving users caught in a digital skill acquisition paradox—desiring 

connectivity yet lacking institutional pathways to achieve it. 

Visually impaired users frequently experience marginalization when accessing information and 

participating in platform activities. Most platforms fail to provide alternative sensory-channel tutorials 

or accessible operation guides tailored to their needs. There is a widespread lack of training in 

touchscreen gesture operations (e.g., double-tapping to ―like‖ or swiping to navigate on Tiktok), 

leaving users struggling with basic interactions. As one participant explained, ―I don‘t know how to use 

certain features, and the platform doesn‘t offer sufficient guidance‖ (H3). 

This exclusion stems from inadequate inclusive design practices, where companies frequently overlook 

the specific needs of visually impaired individuals when developing products and services. 

Consequently, their access to digital benefits remains severely restricted. Users report persistent 

barriers: 

 



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(1) ―Screen readers can‘t keep up with live-stream comments—they often vocalize chaotic, overlapping 

text. Even when I manually scroll up, new comments push me back, making live interaction nearly 

impossible‖. (H5) 

(2) ―I really want to create videos, but every time I reach the ‗post‘ button, I hesitate. I have to proceed 

extremely carefully to avoid mistakes‖. (H4) 

This systemic lack of support prevents visually impaired individuals from fully realizing their potential 

on social media platforms, substantially constraining their digital engagement. The prevailing 

market-oriented approach—which frames disability primarily through a consumer protection lens—has 

proven inadequate for safeguarding the right to information accessibility in the digital age (Li, 2023). 

These participation barriers reveal profound deficiencies in digital education systems regarding 

inclusive design principles. As a result, the promised empowerment through technology becomes 

deconstructed when confronted with perceptual differences, exposing a stark disconnect between 

technological rhetoric and accessible reality. 

4.4 Delayed Response Mechanism 

A structural contradiction exists between capital logic and accessibility construction, leading to evident 

corporate inertia in accessibility development and a pronounced imbalance in the cost-benefit ratio of 

accessible design. For instance, a leading internet company allocates less than 0.3% of its annual R&D 

budget to accessibility initiatives. This skewed input-output ratio fosters a ―minimal compliance‖ 

strategy—where platforms technically adhere to regulations while circumventing substantive 

responsibility, such as adding alt-text tags without ensuring semantic relevance. As one corporate 

engineer admitted in an interview: ―We only need to ensure screen readers can identify major buttons‖. 

The current Web Accessibility Universal Design Guidelines (issued by China‘s Ministry of Industry 

and Information Technology) primarily focus on textual readability, leaving dynamic elements (e.g., 

short videos) largely unregulated (Ministry of Industry and Information Technology). Consequently, 

companies achieve compliance at minimal cost, yet visually impaired users remain excluded from core 

functionalities—a phenomenon termed the ―compliance trap‖. One user (H7) reported: ―I described the 

accessibility barriers in detail to customer service, even providing screenshots. They acknowledged the 

issue and claimed it would be escalated, but no tangible improvements have been made‖. 

While Tiktok Group‘s 2022–2023 Corporate Social Responsibility Report highlights accessibility 

features like image-to-text conversion and live-stream captions (Tiktok Group, 2022), it omits critical 

metrics such as user feedback resolution rates or problem-solving efficiency. 

An analysis of 1,237 non-compliant apps flagged by China‘s Ministry of Industry and Information 

Technology (MIIT) from 2018 to 2022 reveals that only four cases involved accessibility 

violations—all receiving disproportionately lighter penalties compared to other infractions. This 

regulatory bias creates a perverse incentive for corporations to deprioritize accessibility compliance. 



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Moreover, the ambiguity of accountability enables content platforms to shift responsibility onto 

assistive technology providers, framing accessibility failures as ―screen reader compatibility issues‖ 

rather than design deficiencies. This strategic inaction by corporations, coupled with outdated standards 

and eroding regulatory efficacy, generates a resonance effect that culminates in a ―institutional 

vacuum‖ for safeguarding the rights of visually impaired users. 

 

5. Conclusion 

This study employs grounded theory to conduct an in-depth investigation into the primary challenges 

faced by visually impaired individuals when using visual-centric social media platforms, particularly 

TikTok. While the abundance of online resources has alleviated the scarcity of Braille-printed materials, 

enabling visually impaired users to access needed information through web searches, they nevertheless 

remain in a disadvantaged position in digital environments. Through in-depth interviews with eight 

visually impaired participants, the study identifies three critical issues: (1) technological adaptation 

barriers, (2) contradictions in information ecosystems, and (3) digital rights deprivation. These barriers 

not only constrain visually impaired users‘ capacity for digital participation but also significantly 

impair their information acquisition and user experience. 

The findings reveal that while visually impaired users benefit from the conveniences of digital media, 

they continue to face significant technological and informational barriers, including: Unfriendly 

interface design, Functional incompatibility and Information redundancy. These challenges stem from 

platforms‘ inadequate accessibility design and systematic neglect of visually impaired users‘ needs, 

ultimately resulting in the marginalization of this demographic in digital environments. 

The proposed measures will contribute to building an equitable digital ecosystem where accessibility is 

not an afterthought but a fundamental design principle, enabling visually impaired individuals to fully 

participate in and benefit from digital transformation. Future research should examine the 

implementation effectiveness of these recommendations across different platform types and user 

demographics. 

 

Acknowledgement 

I am deeply grateful to my supervisor for their invaluable guidance and support throughout my 

academic writing process. I would also like to extend my sincere thanks to my peers, who actively 

assisted me in connecting with visually impaired participants for this study. Most importantly, I am 

profoundly indebted to all the visually impaired respondents who generously shared their time and 

insights, providing thorough and thoughtful responses to my interview questions. Without their 

contributions, this research would not have been possible. 

 



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