Chinese first, woman second: Social media and the cultural identity of female immigrants

ABSTRACT Based on the conceptual framework of digital diaspora, this article explores the role social media plays in the development of migrant cultural identity and its political potential among digital forms. Using in-depth interviews and online observations, it analyzes the motives, purposes, strategies and outcomes of the use of WeChat, a leading Chinese social media platform, by Chinese female immigrants in Switzerland. Through thematic analysis, the article distills three patterns of WeChat usage by these women. Firstly, it notes how they make use of the technological affordances of WeChat to remain connected with their native culture. Secondly, it explains how, after acquisition of economic capital, they are able to forge a steady intersectional identity in their new host country. And finally, it problematizes their strategy to strive for social equality.