The impact of monetization on the public functions of Weibo

Abstract

Operating as a commercial business with public functions, Weibo’s pursuit of profits has to be balanced with the demands of citizen users. This article examines how the dynamics between increasing profits and preserving public interest manifests itself in Weibo’s monetization and how the dynamics impacts Weibo’s public functions. Drawn on evidence collected through participant observation and 19 in-depth interviews, this article first provides a description of the major practices of monetization. Next, it describes how the introduction of commercial elements, the cluttered product development, and the embrace with strong domestic capitals reshape Weibo’s public functions. Finally, it concludes with a discussion on the attitude of Weibo toward the dynamics between profits and public interest, and how Weibo’s pursuit of profits under the market influence has to be included when examining Weibo’s impact on the development of Chinese society.