Abstract
Xiaohongshu (Red), the Chinese biggest lifestyle sharing platform, as a collaborator and partner with China’s national cultural and political project (Wang, 2021), aligns with multiple strategies of governing, shaping and guiding citizens through lifestyle practices. In this article, I propose the term ‘lifestyle governmentality’ to capture Red as a cultural technology of citizenship that directs self-managing subjects toward the desired outcomes sought by the institutions of the official government. This research project combines a systematic document analysis of regulations, notices, and guidelines related to platform governance, discourse analysis of Red's content, with walk-through method, and in-depth interviews with Red influencers (n=12) and users (n=35). I suggest that the inducement offered by Red to facilitate and improve users’ personal life, fulfillment and success through lifestyle sharing is distinctly tied to a hybrid model of governmentality that combines neoliberal and socialist political reasoning about governance, enterprise, and social welfare.
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