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Selling intimacy online: The multi-modal discursive techniques of China's wanghong
Sandel, Todd L.; Wang, Yusa
Source PublicationDiscourse, Context and Media

The development and spread of the internet and social media technologies across China have provided people with alternative pathways for achieving celebrity status and wealth. Such persons, known as wanghong (internet celebrities), can achieve fame by promoting themselves and their online content on a variety of monetised platforms, giving rise to what is called a ‘wanghong economy’. Using a social semiotic multimodal approach, this study examines the techniques of wanghong, and the affordances of the digital platforms used to communicate celebrity-fan interaction. In particular, we study three wanghong who construct a distinct online persona on separate apps, Weibo, Douyin, and Bilibili, as they sell perceived intimacy and interaction. This study demonstrates methods for studying Chinese social media platforms.

KeywordChina Intimacy Multimodal Affordances Selling Social Media Wanghong
URLView the original
Indexed BySSCI
WOS Research AreaCommunication
WOS SubjectCommunication
WOS IDWOS:000794953900003
Scopus ID2-s2.0-85128254585
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Cited Times [WOS]:3   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
Corresponding AuthorSandel, Todd L.
AffiliationUniversity of Macau, Department of Communication, China
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
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GB/T 7714
Sandel, Todd L.,Wang, Yusa. Selling intimacy online: The multi-modal discursive techniques of China's wanghong[J]. Discourse, Context and Media,2022,47.
APA Sandel, Todd L.,&Wang, Yusa.(2022).Selling intimacy online: The multi-modal discursive techniques of China's wanghong.Discourse, Context and Media,47.
MLA Sandel, Todd L.,et al."Selling intimacy online: The multi-modal discursive techniques of China's wanghong".Discourse, Context and Media 47(2022).
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