Online Identity Formation and Digital Ethos Building in the Chinese Blogosphere

Abstract

Exponential growth in the past decade has turned the Chinese blogosphere into the largest blogging space in the world. Through studying some of the most popular blog sites and bloggers, this chapter critically examines a number of their key defining features such as rhetorical strategies and persuasive approaches in building popular ethos and unique online identities in order to attract a steady user base. It also discusses some of the personal, topical, social, cultural, and political factors of the emerging Chinese culture of blogs and blogging against the particular backdrop of China’s state-controlled media and communication environment.