Digital Ethnography of Douban's Car Group: Polymedia Ecosystems, Offline-Online Interplay, and Conviviality Community Construction

Zeng Hui

doi:10.47297/wspdecWSP2515-797307.20250904

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Digital Ethnography of Douban's Car Group: Polymedia Ecosystems, Offline-Online Interplay, and Conviviality Community Construction

Volume 9, Issue 4

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Digital Ethnography of Douban's Car Group: Polymedia Ecosystems, Offline-Online Interplay, and Conviviality Community Construction
Digital Ethnography of Douban's Car Group: Polymedia Ecosystems, Offline-Online Interplay, and Conviviality Community Construction
Master, Geely University of China
Vol. 9, Issue 4, Pages: 36-40(2025)
Published：21 April 2025
DOI：10.47297/wspdecWSP2515-797307.20250904
Accepted：

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Zeng Hui.Digital Ethnography of Douban's Car Group: Polymedia Ecosystems, Offline-Online Interplay, and Conviviality Community Construction[J].Development Economics of China,2025,09(04):36-40.
DOI：

Zeng Hui.Digital Ethnography of Douban's Car Group: Polymedia Ecosystems, Offline-Online Interplay, and Conviviality Community Construction[J].Development Economics of China,2025,09(04):36-40. DOI： 10.47297/wspdecWSP2515-797307.20250904.

摘要

Abstract

This paper uses digital ethnography to explore social dynamics in Douban's Car Group

a 120

000-member user-driven e-commerce community characterized by autonomous governance. Focusing on polymedia ecosystems

offline-online interplay

and convivial community construction

the research combines immersive observation and semi-structured interviews to analyze group buying practices. Findings show members leverage platforms like Taobao

and Idlefish to integrate e-commerce promotions and coupons

bypassing merchant involvement. Transactions

whether online or offline

adhere to strict group rules to ensure trust

with roles of initiators and participants fluid. Exclusivity—via bans on external promotion and resistance to commercial intrusion—strengthens group identity

fostered through shared symbols and conviviality. The paper highlights how autonomy sustains order and solidarity

offering insights into virtual collectives' cultural role in China's digital landscape.

关键词

Keywords

references

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