WeChat business and place identity construction in rural China: A case study of Beiqishui village, Zhouzhi county

Abstract

The development of information technology and the popularization of the internet economy have triggered the transformation of rural livelihoods and social networks, impacting villagers' emotional connections to their places. Taking Beiqishui village, a typical specialized village that produces kiwi fruit, as a case, this study examines how the villagers’ economic roles, economic links, and economic rhythms have changed and how these changes are associated with the changes in the emotional connection between humans and places in the context of the internet economy. First, as a new means of livelihood for rural residents, WeChat business has encouraged them to become active economic actors, facilitating the development of their self-worth, family attachment, and place identity. Second, the collective mutual assistance and trust that are established through online economic links have a positive effect on the development of rural communities and the formation of collective identity and a sense of pride. Third, the economic rhythms influenced by WeChat business have made the construction of place identity dynamic. Our study suggests that the construction of place identity cannot be fully understood without considering economic factors, which are fundamental and even decisive in the place identity formation process. As a result of WeChat business, Beiqishui village has transformed into a lively, attractive, and booming area that benefits from digital technologies.