Unveiling digital narratives of transnational migration to China: foreign wanghong on Douyin and Xiaohongshu

This study examines how Chinese social media (Douyin and Xiaohongshu) netizens perceive foreign “wanghong,” Western influencers active on these platforms, and explores the ideological underpinnings and policy implications of these perceptions. Employing a mixed-methods approach that integrates critical discourse analysis (CDA) and framing theory, the research analyzes 1,074 comments from Douyin and 1,493 comments from Xiaohongshu. The findings reveal complex discursive frames, including “Nationalist Backlash and Othering,” “Language and Cultural Humor,” “Exoticism and Admiration,” “Integration and Assimilation,” and “National Pride and Normalization.” The results indicate a paradoxical interplay of cosmopolitan openness with reinforced nationalist boundaries shaped significantly by digital platform affordances. Furthermore, online narratives critically influence and reflect China’s immigration policies, suggesting a nuanced negotiation between grassroots nationalism and strategic state interests. This research contributes to understanding the intricate relationships between digital discourse, ideological constructs, and immigration policy in contemporary China.