Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition ›› 2022, Vol. 35 ›› Issue (2): 98-106.DOI: 10.13766/j.bhsk.1008-2204.2021.0972

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“Red Envelope” as a Form of Socializing: Game Interaction,Gift Economy and Emotional Experience

YANG Yang1, WANG Zihan2, LIU Shaofan1   

  1. 1. Institute for Advanced Studies in Humanities and Social Sciences, Beihang University, Beijing 100083, China;
    2. School of Journalism and Communication, Tsinghua University, Beijing 100084, China
  • Received:2021-11-15 Published:2022-03-30

Abstract: With the popularity and penetration of the Internet among youth groups, "WeChat red envolopes" based on social interaction have become an important channel for young people to socialize. There are a series of cultural connotations behind the behavior of red envelope socializing: the gamification of the media, the inherent logic of the gift economy, and the product function and the using identity of emotional experience. These cultural forms have facilitated the formation of an atmosphere of participation for youth groups, improved voluntary consumption, built virtual self-experience, and helped the construction and maintenance of public communities. At the same time, they have established interactive gift-giving relationships to meet the needs of multiple gift exchanges, and produced richer social meanings via DIY gifts, thus showing the development trend of the integration of information production and marketing in the era of digital economy. "WeChat red envolopes" also have the social attributes of sharing emotions and maintaining relationships, which are a way of expressing emotional imagination and identification and promote the transfer of public emotions to personal emotions.

Key words: WeChat red envelope, gamification of media, gift economy, emotional experience, network society

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