Abstract
Given the rise in the number of Chinese who use We Media for public engagement, in recent years, scholars have studied how Chinese use WeChat to participate. Among millions of WeChat accounts, some help to promote the political initiative, but it’s challenging to examine the mechanisms by which political initiatives are shaped via WeChat. This study selects one specific WeChat account bolstering the Cigarette Butt Movement in Xi’an. Building on framing theory, the author explores this campaign’s unique communication strategy through content analysis. The author concludes that perpetuating confirmation in text and perpetuating public engagement within WeChat mechanism prove effective in this study.
Digital Media
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