The impact of monetization on the public functions of Weibo:

Global Media and China

LizeZhang¹ 

关键词: Monetization;    profits;    public functions;    public interest;    Weibo;   

DOI  :  10.1177/2059436418806335

学科分类：社会科学、人文和艺术（综合）

来源: Sage Journals

【 摘 要 】

Operating as a commercial business with public functions, Weibo’s pursuit of profits has to be balanced with the demands of citizen users. This article examines how the dynamics between increasing profits and preserving public interest manifests itself in Weibo’s monetization and how the dynamics impacts Weibo’s public functions. Drawn on evidence collected through participant observation and 19 in-depth interviews, this article first provides a description of the major practices of monetization. Next, it describes how the introduction of commercial elements, the cluttered product development, and the embrace with strong domestic capitals reshape Weibo’s public functions. Finally, it concludes with a discussion on the attitude of Weibo toward the dynamics between profits and public interest, and how Weibo’s pursuit of profits under the market influence has to be included when examining Weibo’s impact on the development of Chinese society.

【 授权许可】

CC BY