Addressing teacher shortages: a case study on how Bilibili influencers are reframing linguistics as accessible and appealing

This study investigates how Bilibili influencers may help address language teacher shortages by reframing linguistics as accessible and appealing. Drawing on parasocial interaction theory and communities of practice, we analyse a programme where influencers co-create humorous explainers, career vlogs, and #LinguisticsForAll campaigns. Using a qualitative case study design triangulating surveys, interviews, and platform analytics, we examine how authenticity and interactive pedagogies were perceived to reshape perceptions of linguistics among underrepresented groups: rural youth and first-generation college students in China. The case illustrates how individual interest may be channelled into collective action through community campaigns and mentorship. Descriptive patterns within the case include a 22% increase in linguistics applicants (with rural applicants rising 18%) and heightened teaching career interest. The case offers a provisional model for diversifying teacher recruitment by bridging entertainment and academia through participatory, community-driven engagement.