Producing entrepreneurial citizens: Governmentality over and through Hong Kong influencers on <i>Xiaohongshu (Red)</i>

Building on Foucault's perspective of governmentality, this article focuses how influencers in Hong Kong China (HK) operate as agents/mediators governmentality and “governmentality” occurs over through lifestyle responsible, productive, self-disciplined citizen subjects the Chinese biggest sharing platform—Xiaohongshu (Red). By employing a collaboration walkthrough ethnographic methods, examines Red's influencer governance, intersecting both HK Mainland contexts, guides, trains, controls users to become relevant practices entrepreneurial citizenship, their followers act through, rely negotiate with governmental authoritative discourses. These discourses motivate not only transform themselves into who could produce individualizing knowledge about self-care self-governance techniques disciplining community, but also expand key strategies reconstructing an identity behalf government. Although Red is mainstream platform HK, “the influencers” provides fruitful cases that demonstrate HK's model governance based bottom-up networks little ways which management, guidance, control occur active engagement individual citizens, social organizations, professional associations, businesses meet desired goals central HKSAR 本文分析了小红书（一个中国生活方式分享平台，其愿景是“标记美好生活”，发现并连接多元生活方式）的网红治理术如何对香港网红及用户加以赋权和管控，使其与创业型公民（entrepreneurial citizenship）实践相关。理论框架基于福柯的治理术和“创业自我”（entrepreneurial self’）观点，分析了香港治理术的历史和文化特性，并分析了用于界定“创业公民”的一系列政府实践和话语，这些实践和话语制定了网红治理的重点和模式。本文结合APP漫游法和网络民族志方法，研究了小红书的网红治理（与香港和中国大陆情境交叉）如何使网红向其追随者提供关于自我管理和自我赋权的个性化知识，以及网红和其追随者如何对政府实践和权威话语加以行动、依赖和协商，后者将其视为理想的创业主体。本文论证认为，在更广的治理术框架下能更好地理解香港的网红治理，该框架结合了创业精神和自我管理的新自由主义价值观，以及用于规范社区的社会主义技术科学管理，以实现国家目标。 Este artículo examina cómo la gubernamentalidad sobre y través de personas influyentes en Red, una plataforma china para compartir estilos vida cuya visión es 'inspirar vidas' descubrir conectarse con diversos vida, empodera controla usuarios que se vuelvan relevantes las prácticas emprendimiento. ciudadanía. El marco teórico basa perspectivas el "yo empresarial" Foucault examinar especificidades históricas culturales discursos gubernamentales definir los "ciudadanos emprendedores" enmarcan su enfoque modelo gobernanza influyente. Mediante empleo combinación métodos etnográficos línea tutoriales, este cruza contextos continental hace produzcan conocimiento individualizado autogestión autoempoderamiento sus seguidores, seguidores actuar, apoyarse negociar discurso autoritario posicionándolos como sujetos emprendedores ideales. argumenta podría entenderse mejor dentro del más amplio gubernamentalidad, combina valor neoliberal espíritu empresarial autogestión, administración tecnocientífica socialista disciplinar comunidad lograr objetivos estado. In May 2021, government Special Administration Region People's Republic (HKSAR, hereafter HK) sought help from local celebrities, influencers, opinion leaders media (KOLs) spur COVID-19 vaccination campaign partnered various private companies content part publicity efforts introducing COVID tracing app society (Leung, 2021). Today have economic power affect consuming behaviors online shape transformations pillar industries, such tourism, trade, services make sense “entrepreneurial citizens” being responsible for communities (Tsang, 2019). This Xiaohongshu or “Red”—a whose vision “inspire lives” discover connect diverse lifestyles (Xiaohongshu, 2021a)—empowers, citizenship. The theoretical framework builds Foucauldian “an art governing” one indirectly “conducts conduct men” (Foucault, 2012), its relation self” “seeks maximize own powers, happiness, quality life, enhancing autonomy then instrumentalizing autonomous choices service lifestyle” (Rose, 1992, p. 150). growing body literature has applied concept examine aspects economy culture. Critical studies view producers consumers under market forces (Archer, 2019; Duffy, 2018); Feminism pay attention commodification bodies structural gendered issues (Liu & Wang, 2022; McIntyre, 2020, 2021; Ouellette, 2016); Algorithmic consider influencing workers algorithms complex assemblages technical actors (Bishop, Cotter, However, interplay between formation overlooked examining culture beyond Western context. article, I ask historical cultural specificities citizenship frame focus governance. How are notions citizenship” reshaped reproduced management intersects contexts? do on, position them ideal subjects? A pervasive logic entrepreneurialism everyone be entrepreneurial, rational, calculating, self-regulating free often intertwined ideology (Du Gay, 2007; McNay, 2009; Scharff, 2016). For sake neoliberalism defined historically novel form tied up specific technologies power. As (2008) contended, stake all analyses replacement every time home oeconomicus partner exchange homo entrepreneur himself” (p. 226). Neoliberalism extends enterprise “to forms conduct” (Burchell, 1993, 275). perspectives informed scholarly research looks at models consumer-citizenship Asian platforms. Bloggers these platforms manifested new values care self within context state somehow displaced responsibility health welfare onto (Lewis et al., 2016; Woronov, Following theory research, explore subjects, senses perform kind rationality guides justifies creation subjectivity by political power, platform, themselves. Here term “influencers” framed ordinary individuals achieve microcelebrity generating textual visual narration personal lives wide array drive (Abidin Gwynne, 2017; Abidin, 2015; 2018; Senft, 2008). use “governmentality capture set induced multiple institutions including limited platform. organized following three sections. first section applies theorize governing history characterized emergence evolution hybrid derived sources, market-oriented technocratic socialism. second demonstrates impetus remake government's responses changing contradictory Finally, third investigates fits self-managing national identities goals. Before discussion it worthwhile illustrating orientation “governmentality,” colonial postcolonial periods, offer crucial contexts our understanding policy HK. introduced “techniques procedures directing human behavior, children, souls consciences, household, oneself” 1997, 82). subsequent scholars drawn upon his work emphasized dispersed exercise liberal variety intermediaries, schools, work, medical establishment, popular guide, shape, organize, manage self-organizing capacities citizens expertize (Cruikshank, 1993; Dean, 1996; Foucault, 2008; Ouellette Hay, Rose, 1998). notion closely interlinked Liberalism. Turning requires certain significant recalibration conceptual terms rethinking society. distinct types reasoning tactics, socialism, emerged evolved throughout history, been redefined depoliticized was neoliberalist discourse emphasizes self-reliance, usefulness, efficiency, contribution (Lam, 2005). Local 1970s 1980s articulated meaning “HongKongers” established residents contributing region development belonging “a particular state, culture, place must remain loyal, rather global market, no loyalty required” (Mathews 2007, 12). handover July 1, ushered struggle reform defining competing (Ku, 2009). Compared Mainland, tends than direct subjects. relies public bureaucracies, enterprises, universities facilitate good strong identity. Committee Promotion Civic Education (CPCE), founded administration 1986 advisory organization, transfigured guide youth “promote civic responsibilities country, two systems” 2004 (Tse Lau, 2021) “respect different foster harmony” 2022 (CPCE, 2022). Since 2010s, referenced China's approach experience leading large populations promoting seek self-empowerment (Chong, 2020). China, rationale works desire better living success integrated socialist supplant control, practice socialism ruling distance (Zhang Ong, 2015). tension divergent neoliberalism, leads crisis ability govern discipline younger generation dissatisfied deteriorating conditions (Meng promotion initiatives urged emulate endeavors counterparts seen means resolving example, United Youth Association, progovernment NGO, teamed initiate series offline campaigns encourage embrace job opportunities Greater Bay Area “contributing development,” united education, self-improvement training education (HKUYA, connections distinctions rationalities lay out foundational frameworks least internet censorship interventions far less consequential regulating digital state-centric mainland. top-down regulatory policies authority, more self-regulation platforms, sectors, Many existing laws related Amendments Trade Descriptions Ordinance (Cap. 362), Personal Data Privacy Ordinance, informative, principle-based ordinances prohibitive regulations (Huang 2020; Wong Zhu, When working Consumer Council prevent unfair e-commerce, highlighted vital legislation when comes protecting consumer rights (HK Legislative Council, Influencer oriented toward regulation Unlike passive mechanisms reacting needs (Ho, Ooi, 1995), recaptured formulated, supervised, implemented administrative plans Leisure Cultural Services Department (LCSD) Culture Heritage Commission (CHC) boost handover, importantly rebuild crossroads Eastern cultures connection mainland 2017). positioned important acts leverages insert guidelines learning mastering people's morals, behaviors, aspirations, everyday life. offices actively collaborated entrepreneurs carry reinvention placemaking building. Tourism Board (HKTB) provided financial support so they create videos documenting favorite street food, spots, other memorable experiences (Jones, Tsang, small promote reopening Haipong Road dai pai dong marked “instagrammability” food symbol nostalgic (Chan, HKTB, While adopts emphasize expansion public–private partnerships, co- volunteer made industry increasingly due Beijing's attempts remap socio-political order. An upsurge “self-media” adopted mixture patriotic conservative exhibited regime allegiance, supported law, order, welcomed centralized authority (Cheung, Chung Cheng, Lo, Under circumstance, collaborator project (Wang Lobato, 2019), carves unique space HKSAR's regulation. Instagram Facebook, most used itself cross-border travelers fascinated multicultural interactions (Tech Buzz debut “Little shopping guide” offers shopping-related guidance experts lived (Tang, mix Pinterest, appears target demographic young people eager seeking alternative bridging Users indicated gave first-hand information just shopping, arts, entertainment, many elements life later inspired pursue higher acquire jobs ultimately settle “new HongKonger” (Personal interview, At point, serves case investigate becomes attractive incorporated spaces To apprehends users, built study project's methodological (Light 2018) methods (Seaver, method critical material shaped simultaneously uses layers: (1) socioeconomic structures business operation governance; (2) design presentation algorithmic video representations; (3) users' encountering, negotiating intended designed (Duguay, Light Examining posted analysis. performed keyword searches typed “香港” (Hong Kong) in-app search engine September 2021. algorithm ranking influential unknown, selected 40 accounts according numbers (Marwick, 2013). each account, started recent five posts until Videos images were scraped together caption hashtags. analysis (Bell, 2001) analyze themes idea presented Red. ethical reasons, details identify influencers' collected ensure anonymity. Therefore, names mentioned pseudonyms. my recruit seven held levels “influence” in-depth interviews (See Table 1 interviewees). Interview questions open-ended narrative creativity, interaction, negotiation official bodies. constitution does consist actions relations members community (Kelly, 2013), observation six drew “methodological triangulation” another data source arguments (Tracy, “Local” interviewees born raised currently “New those recently acquired permanent residency generated coded using thematic (Gangneux, contrast major Douyin WeChat, developed international versions apps frameworks, seems call implementation parallel system expanding overseas markets (Soon, zooming likely assessment participation institutions, associations businesses. name few, invitation educational serve meaningful example partners groups outside combine pleasures practicalities clicked “Users” tag results “Hong Kong” listed Wife Amy,” University,” Baptist City University (CSSA)” Student Exchange Association.” fewer (the university HKU 36,100 followers), stayed top suggested topic Kong.” city “Shanghai” “Beijing,” filtered type arrangement displayed advertising promotional restaurants, fairs tourism. order displaying necessarily popularity post. Rather, follows dual mentality achieves commercial well interest (Hong, account uploaded videos, undergraduate student playing piano song “Me motherland” space, vlog “Luna's day Cyberport campus” subtitles saying, “improve yourself incredible intellectual environment.” illustrations accorded advocacy encouraging “cherish your family, love country” 2012; Tse addition forming partnership employed manual moderation structure behavior accordance formulation areas employment, entrepreneurship, home-buying Committee, constructed visibility (Bucher, Gillespie, 2014) incentivizing norm establishing persistent threat marginalization even invisibility irrelevant content. Influencers (P3, P4) felt would inclined recommend postings disseminate concrete skills solutions particularly convey educational, civic, uplift messages hashtag. came containing product reviews e-commerce links, screening process take excessively long amount time. result, “education,” “home improvement,” “work,” “food” conducted September, common counseling, evaluating, rewarding roles family members, workers, homeowners, positive attitude. Moreover, launched program, “Plan supporting growth,” assigned rewarded high-quality driving traffic 2021b). “The me ‘workplace’, ‘language studying’, ‘higher education’,” P4, share her OOTD (an outfit day) Central before program. P4's application studying abroad quickly recognized recommended larger audience, F2, college had change yearning exposure. followed, like denote step away comfortable, predictable, mundane rarely friends, me,” F2. describing experiences, adept terminology self-improvement, “never giving you still young,” “learning makes look wide,” “keeping future.” vocabularies optimistic future prepared kinds unsafe occurrences endeavor, echoed Chief Executive Lee's plan youth's upward mobility trust provide security (Chen, Yau Kong, education-related content, housing-related interwoven affirms rhetoric linked Wendy, mother enjoys recording improvement activities 30,000 “housing-keeping” post that: level tidiness reflects standard orderliness daily practices.” Andy, male 72,500 followers, shared purchasing said: “I low-income minimal resources, now am owner several houses overseas. My tells story if seize time, constantly strive live want.” Neither did Andy Wendy sell anything property homewares some “content producers” “wanghong” influencers), “they present relate others learn instructions self-empowerment, making money it” (F3, They created mixed feeling “closeness” knowledgeable personally motivated average population yet needed