Recontextualizing Cultural Exchanges: The Role of WeChat Subscription Account in Shaping Sino-U.S. Digital Migration Discourse

This paper investigates the role of WeChat subscription accounts in reporting and shaping cross-cultural exchanges between Chinese and American users, particularly during the digital migration of TikTok users to Xiaohongshu due to legal challenges in the United States. The study focuses on the period from January 14 to January 28, 2025, when TikTok faced a potential shutdown and American users began flocking to Xiaohongshu. Using a qualitative analysis of 23 WeChat subscription account articles, the research explores how recontextualization strategies, including deletion, substitution, and addition, are employed to frame Sino-U.S. cultural interactions. The findings indicate that while these accounts effectively disseminate information and reflect political and cultural ideologies, the content tends to be surface-level and emotionally driven, often simplifying the complexities of cross-cultural exchanges. The study highlights the reciprocal relationship between readers and subscription accounts, where content is tailored to meet audience preferences, reinforcing narratives of cultural superiority and emotional appeal. In conclusion, while WeChat subscription accounts play a crucial role in shaping discourse, their focus on entertainment and reader engagement limits the depth and diversity needed to fully explore the implications of international cultural interactions.