The 'Ideal Life’ on Rednote: The Construction of Consumer Culture and Self-Identity
Abstract
This article explores Rednote, a popular Chinese platform for female users, analyzing the construction of its "ideal life", the influence of consumer culture, and the shaping of users' self-identity. Rednote was founded in 2013 and has evolved from an overseas shopping sharing platform to a comprehensive platform that integrates e-commerce, social interaction, and lifestyle services. The "Ideal Life" on Rednote is constructed by a combination of technical tools (editing functions, tags), influencers (KOLs setting life templates), and algorithms (interest based recommendations). Its consumer culture is driven by the "grass planting" mechanism, which combines content browsing with shopping through links and soft advertising, turning products into lifestyle/identity symbols. However, it faces a contradiction: the boundary between true sharing and commercial marketing is blurred, weakening the initial trust. It critically analyzes that how Rednote integrates the consumption logic, platform ecology and personal self-identity in the digital era, and reveals the impact of mobile platforms on modern lifestyle.
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