Based on the case of Bilibili, a popular Chinese video-sharing social media with a core focus on animation, comic, game and novel, this article examines the transnational prosumption practices of Chinese urban youth who mostly belong to Generation Z. I conduct ethnographic research and in-depth interviews with animation, comic, game and novel fans to investigate the construction of heterotopia on Bilibili through their various practices of tactical prosumption. This article demonstrates that young animation, comic, game and novel fans prosume, socialise and express themselves in a tactical and poetic way within the heterotopia, a place of otherness. Various tactics are employed to challenge and counter control, social norms as well as consumerism. Starting with a critical engagement with Azuma’s pessimistic view on animation, comic, game and novel fan culture, the notion of ‘database animals’, I argue that a neglected, albeit nuanced, poetic and tactical prosumption process is evident on Chinese social media. Being the results of an interdisciplinary study, the findings will be helpful to scholars who are interested in contemporary Chinese studies with a focus on the animation industry, fandom, consumption and social media.

In this study, the under-examined area of privacy perception and protection on Chinese social media is investigated. The prevalence of digital technology shapes the social, political and cultural aspects of the lives of urban young adults. The influential Chinese social media platform WeChat is taken as a case study, and the ease of connection, communication and transaction combined with issues of commercialisation and surveillance are discussed in the framework of the privacy paradox. Protective behaviour and tactics are examined through different perceptions of privacy in the digital age. The findings of this study suggest that users possess certain amount of freedoms on WeChat. However, users' individual privacy attitude and behaviour in practice suggest they have a declined sense of their own freedom and right to privacy. A privacy paradox exists when users, while holding a high level of concerns, in reality do little to further the protection of their personal information on WeChat. We argue that once a user has ingrained part of their social engagement within the WeChat system, the incentive for them to remain a part of the system outweighs their requirement to secure their privacy online as their decision making is largely based on a simple cost-benefit analysis. The power and social capital yielded via WeChat is too valuable to give up as WeChat is widely used not only for private conversations, but also for study or work-related purposes. It further blurs the boundaries between the public, the professional and the private, which is a rather unique case compared with other social media around the world.

This article investigates Chinese urban youth’s mediated ‘slice of life’ and playful encounters as part of their identity construction and performance work on Bilibili, one of China’s most influential video-sharing social media sites mediating anime, comics, games and novels. Using a mix-method approach of digital ethnography, participant observation, interviews and data visualisation, this article examines fans’ hermeneutic practices through anime, comic, game and novel prosumption, exemplified by danmaku: ‘bullet screen’, barrage-like comments overlaid on videos. This article argues that Bilibili works as an ‘identity college’ for fans to perform various roles and explore their hybrid identities in a social-hermeneutic engagement process. In particular, the function of anonymous danmaku comments will be closely analysed as it offers a quasi-real-time engagement experience for fans and helps shape fans’ social self. Following a symbolic interactionist tradition, Mead’s ‘generalised other’ and Goffman’s dramaturgical theory are contextualised in the Chinese socio-cultural milieu where fans’ identity performance is regarded as masquerade. Departing from the moral panic rhetoric that Generation Z is ‘amused to death’, becoming ‘infantile and animalised’, or even enslaved by their desires and capable only of ‘cold intimacies’, the findings of this explorative study present a more complex understanding of Chinese youth’s identity work through participatory social media use and networked fandom.

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