Chinese social media users are engaging in a unique form of resistance against platform trends, using strategic tactics to amplify their voices and effect social change. The phrase “Send you trending” has become a common rallying cry for netizens seeking to draw attention to important issues, such as corporate fraud or social injustices. By strategically manipulating the algorithms that govern trending topics on platforms like Weibo, users are able to push their preferred topics to the forefront of public discourse.
### The Power of Trending Topics
Chinese social media platforms rely on trending topics to highlight popular keywords and discussions. While the lists are often dominated by entertainment news and gossip, users have the ability to influence which topics gain visibility through likes and comments. This collective action allows netizens to challenge the existing algorithmic logic and promote issues that matter to them.
One notable case that exemplifies this phenomenon occurred on Weibo when a video accusing a faculty member at Nankai University of misconduct went viral. The ensuing public outcry led to keywords related to the incident trending on the platform, generating over 100 million views and prompting the university to launch an investigation. Despite attempts to silence the discourse, users continued to push for accountability, ultimately leading to the university announcing disciplinary actions against the implicated faculty members.
### Tactics of Algorithmic Resistance
To outsmart platform algorithms and ensure their messages reach a wider audience, social media users have developed various tactics of algorithmic resistance. One such tactic is “encryption,” where users employ coded communication methods to evade detection. This includes using abbreviations, inserting punctuation marks into sensitive words, or deconstructing Chinese characters to convey their message discreetly.
Another effective strategy is “appropriation,” where users actively engage with content by liking, sharing, commenting, and adding hashtags to boost visibility. By leaving a trail of data for algorithms to analyze, users can increase the chances of their posts trending and reaching a larger audience.
### Harnessing the Power of Collective Action
In the realm of algorithmic resistance, collective action plays a crucial role in amplifying voices and driving social change. Tactics like “relay,” where users repost the same content en masse, create a sense of community and solidarity among participants. Despite the risk of accounts being deleted, users continue to support each other in their quest for visibility and justice.
Similarly, “bricolage” involves creatively leveraging platform features to link unrelated topics and events, maximizing visibility and discourse space. During the Nankai University incident, netizens connected the controversy to Mother’s Day and the 2008 Sichuan earthquake, drawing attention to the issue and garnering support for those affected.
### The Impact of Algorithmic Resistance
While algorithmic resistance has proven to be a powerful tool for grassroots users to challenge platform algorithms and demand social justice, it also has its limitations. The spontaneous nature of user actions often lacks sustained critical reflection, leading to emotional and sometimes irrational responses. Additionally, some comments may devolve into violence, detracting from the original intention of seeking justice and dignity.
Despite these challenges, algorithmic resistance reflects users’ dissatisfaction with the online visibility controlled by platforms. By actively participating in the competition for algorithmic traffic, users inadvertently reinforce the existing sorting mechanisms, benefiting the platforms in the process. Nevertheless, the push for greater visibility and social change continues to drive netizens to engage in strategic resistance against platform trends.
In conclusion, Chinese social media users are leveraging algorithmic resistance as a means to amplify their voices, challenge platform algorithms, and advocate for social justice. Through strategic tactics, collective action, and creative engagement, netizens are reshaping the digital landscape and demanding accountability from those in power. While the road to meaningful change may be fraught with challenges, the determination and resilience of users in the face of algorithmic constraints signal a growing movement towards a more equitable and transparent online environment.