The dissemination logic of Xiaohongshu's "check-in" behavior from the perspective of drama theory
Year: 2025
Type: article
Abstract: Based on Erving Goffman's Dramaturgical Theory, this study takes a deep look at how "check-ins" spread on Xiaohongshu. In today's social media, doing "check-ins" has become an important way for young people to socialize. Just on Xiaohongshu alone, posts related to check-ins get over 1.5 billion likes and comments each year. This has created a unique kind of online culture. This essay uses Goffman's Dramaturgical Theory and case studies. By understanding user behavior, how content is made, and business strategies to understand the reasons behind the spread of check-ins.The study found that at its core, Xiaohongshu check-ins serve as users impression management strategy, akin to performing a show: Through "front stage" actions like selecting polished photos and crafting captions, and "backstage" efforts like scouting locations and photo editing, users construct idealized online identities. Social approval via likes and comments not only reinforces this performance but also accelerates the spread of standardized "popular scripts" for check-ins. Furthermore, businesses harness this practice by embedding "consumerist scripts" that transform personal check-ins into large-scale marketing trends, revealing social medias complex interplay between authenticity and performance. This offers a new lens for understanding digital social behavior.
Author: Liyu Ye
Language: English
Subfield: Computer Networks and Communications
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W4413806563