An Analysis of the Mechanism of the Red Note Check-in Behavior Based on Dramaturgy Theory

Abstract

In today’s era of social media, The Red Note, as a representative lifestyle social platform in China, has cultivated a unique content ecology centered on "authentic sharing" and "seeding communication" since its establishment. Among millions of posts, check-in behavior seems to be significant and prevalent. Hence, this article probes into this phenomenon based on dramaturgical theory, which serves as the core analytical framework. This study concludes that check-in behavior on The Red Note is not a simple act of daily logging, but rather an active performance for impression management. Grounded in Goffman’s dramaturgical theory, users strategically craft an “ideal persona” for the front stage while concealing contradictory information in the back stage. This performance, employing strategies such as “theme selection,” “prop utilization,” and “feedback solicitation,” constructs three archetypal virtual models: goal-oriented, experiential, and community-based, which are deeply intertwined with the platform’s “seeding culture.” Ultimately, this performance-based user interaction, by reinforcing or adjusting their personas, not only strengthens users’ self-identity but also forms the core mechanism for the platform to maintain user stickiness and achieve sustainable growth.