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CAT AS MEDIATOR. A Digital Ethnography Study About Digital Migration from TikTok to RedNote

Fan, Xiang LU (2025) MKVM13 20251
Media and Communication Studies
Department of Communication and Media
Abstract
In January 2025, following renewed threats of a TikTok ban in the United States, over half a million users migrated overnight to RedNote (also known as Xiaohongshu), a Chinese lifestyle-sharing platform. This unexpected influx marked the first large-scale digital migration from a Western user base into a Chinese social media space. Among these users, who are self-described as “TikTok refugees”, a unique interaction pattern emerged: the widespread posting of cat content, referred to as “paying the cat tax,” which quickly became a symbolic gesture for seeking visibility, friendliness, and entry into the new digital environment.

Focusing on this TikTok-RedNote migration, this thesis investigates how cat-related content functions as a... (More)
In January 2025, following renewed threats of a TikTok ban in the United States, over half a million users migrated overnight to RedNote (also known as Xiaohongshu), a Chinese lifestyle-sharing platform. This unexpected influx marked the first large-scale digital migration from a Western user base into a Chinese social media space. Among these users, who are self-described as “TikTok refugees”, a unique interaction pattern emerged: the widespread posting of cat content, referred to as “paying the cat tax,” which quickly became a symbolic gesture for seeking visibility, friendliness, and entry into the new digital environment.

Focusing on this TikTok-RedNote migration, this thesis investigates how cat-related content functions as a soft, symbolic tool for self-presentation and intercultural interaction in the context of platform migration. Drawing on qualitative content analysis of 32 user-generated posts with approximately 1,200 comments on RedNote, this study explores how image-based communication replaces linguistic fluency in a context of cultural unfamiliarity. The analysis is guided by concepts from symbolic interactionism, intercultural communication, and digital media studies. Findings suggest that RedNote’s visual-first interface, affective community norms, and interest-based algorithm make it conducive to image-based interaction and create an environment that encourages ambient, low-risk participation. Cat-related content acts as a culturally neutral and emotionally resonant symbol, allowing users to perform identity, test platform norms, and establish brief but meaningful connections across linguistic and cultural divides. (Less)
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author
Fan, Xiang LU
supervisor
organization
course
MKVM13 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Digital migration, RedNote (Xiaohongshu), TikTok refugees, intercultural communication, cat, meme culture, visual communication
language
English
id
9188614
date added to LUP
2025-07-04 08:20:57
date last changed
2025-07-04 08:20:57
@misc{9188614,
  abstract     = {{In January 2025, following renewed threats of a TikTok ban in the United States, over half a million users migrated overnight to RedNote (also known as Xiaohongshu), a Chinese lifestyle-sharing platform. This unexpected influx marked the first large-scale digital migration from a Western user base into a Chinese social media space. Among these users, who are self-described as “TikTok refugees”, a unique interaction pattern emerged: the widespread posting of cat content, referred to as “paying the cat tax,” which quickly became a symbolic gesture for seeking visibility, friendliness, and entry into the new digital environment. 

Focusing on this TikTok-RedNote migration, this thesis investigates how cat-related content functions as a soft, symbolic tool for self-presentation and intercultural interaction in the context of platform migration. Drawing on qualitative content analysis of 32 user-generated posts with approximately 1,200 comments on RedNote, this study explores how image-based communication replaces linguistic fluency in a context of cultural unfamiliarity. The analysis is guided by concepts from symbolic interactionism, intercultural communication, and digital media studies. Findings suggest that RedNote’s visual-first interface, affective community norms, and interest-based algorithm make it conducive to image-based interaction and create an environment that encourages ambient, low-risk participation. Cat-related content acts as a culturally neutral and emotionally resonant symbol, allowing users to perform identity, test platform norms, and establish brief but meaningful connections across linguistic and cultural divides.}},
  author       = {{Fan, Xiang}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{CAT AS MEDIATOR. A Digital Ethnography Study About Digital Migration from TikTok to RedNote}},
  year         = {{2025}},
}