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“You Are First a Chinese Citizen, Then A Consumer”: Presenting and Balancing Identities Online as Chinese International Tourists

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Ma F.

Qualitative Sociology Review

2021

vol. 17

issue 4

58-81

This paper is based on the analysis of 261 video and word posts collected from four popular social media sites on which Chinese tourists shared their consumption-related experiences during and after the trip. It investigates Chinese international tourists’ diverse presentations of self to a broad audience online through explaining their shopping experiences and product reviews. Tourists are expected to balance multiple identities carefully when they project themselves online as consumers-on the one hand, they present themselves as global consumers and trendsetters who are strategic and savvy; while on the other hand, they still need to preserve and even emphasize their national identity as Chinese patriots. Providing the much-lacking qualitative insight, this study enhances our understanding of international tourists and their consumption behaviors, the construction and presentation of a digital self, and how globalization operates at the micro-level.

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“You Are First a Chinese Citizen, Then A Consumer”: Presenting and Balancing Identities Online as Chinese International Tourists