‘Push-and-pull’ for visibility: how do fans as users negotiate over algorithms with Chinese digital platforms?

ABSTRACT In the algorithmic era, both users and the platform battle for visibility. Chinese fans are savvy users who explore the hidden algorithms behind platform functions. With the collectively developed algorithmic imaginary, digital fandom communities negotiate with the platform over algorithms to optimize the visibility of celebrities they endorse. Drawing from participatory observation and semi-structured interviews in Chinese online fandoms of an idol group, INTO1, we detailed how fans as digital users collectively explore, interpret, and creatively utilize algorithms to increase their idol’s visibility. We conclude that visibility, as a representation of algorithm power, is co-defined through the constant push-and-pull between digital users and the platform. This paper contributes to both algorithm and fandom studies by describing large-scale non-professional users’ daily construction of the algorithmic imaginary in the unique context of Chinese fandom and beyond. It also discusses broader civic implications of fans’ algorithmic practices to wider digital users in China.