Microblogging, Online Expression, and Political Efficacy Among Young Chinese Citizens: The Moderating Role of Information and Entertainment Needs in the Use of Weibo

Abstract

In 2011, China's Internet population reached over half a billion users and the popular Twitter-like social networking service, Weibo, has been adopted by half of the users since its launch in August 2009. Given the potential of the Internet to facilitate a civic culture in the authoritarian state, the use of Weibo and its effects on citizens' political attitudes and behaviors are of important concern. A survey of 499 Weibo users found that intensity of use was related to increased willingness to express opinions about government and politics, the perception that one has the ability to participate in politics, and feelings that the government is not responsive to the demands of citizens. Moreover, the above relationships were moderated by the motivations of Weibo use, such that information motives strengthened the relationships while entertainment motives weakened the relationships.

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