WeChat Culture in Transition: Navigating Platform, User, and Tradition

Abstract

This qualitative study examines recent cultural changes on WeChat resulting from the interplay between the platform, users, and Chinese culture. Employing a three-dimensional theoretical framework of cultural affordances, the research investigates the dynamics of cultural transformations within the WeChat ecosystem. Data collection involves 31 semi-structured in-depth interviews, follow-up discussions, and observations, analyzed using the grounded theory approach. Four main cultural shifts are identified: a transition from a personal and intimate culture to a more formal and professional one, an increased emphasis on immediate satisfaction and rewards, the emergence of an “everything-looks-fine” culture, and a reinforced high-context culture for self-presentation. The study also discusses the influential roles played by the platform, users, and cultural norms in shaping cultural change on WeChat.