Re-domesticating social media when it becomes disruptive: Evidence from China's super app WeChat

This article examines the emerging phenomenon of the non-use of WeChat Moments. Drawing upon semi-structured interviews with 21 users who used Moments for at least 6 months, then voluntarily discontinued their use of the feature, we discuss the complex dynamics of Moments use, exploring the implicit micro-behavioral process of social media practice. Countering the purported hyper-centrality of WeChat, we identified a periodic loop of use, non-use, reuse of Moments, suggesting that people suspend their use of Moments periodically to re-domesticate technology. Through the prism of the domestication approach, we argue that the re-domestication of Moments is a reboot of the whole process of domestication through four key stages: re-appropriation, re-objectification, re-incorporation, and re-conversion. Re-domestication is a process that allows people to take a retrospective look at their lives and transform Moments from a disruptive app feature into an instrumental apparatus conducive to their personal and professional well-being. By examining this process, we discuss how people use innovative ways to regain their autonomy and agency in their daily interactions with WeChat.

Automated summary

This article explores the phenomenon of non-use of WeChat Moments, revealing the complex dynamics of people periodically suspending their use of the feature to re-domesticate technology. Re-domestication is a process that allows individuals to reexamine their lives and transform Moments into a beneficial tool for personal and professional well-being.