From Front Stage to Middle District: An Analysis of the “Momo” Phenomenon on the Little Red Book Platform

In the context of communication practices on social media, Little Red Book, as an emerging Chinese social media platform, has attracted a large number of young users and has become a significant space for the development of anonymous communities. The rise of the “momo” group can be viewed as a social practice of active anonymity among netizens under public pseudonyms, existing in a loosely defined collective identity on a weak-tie network platform. This study analyzes the anonymous identity choices and self-presentation behaviors of the “momo” group within the frameworks of Erving Goffman’s dramaturgical theory and Neil Merowitz’s “middle district” theory. The findings indicate that the decline in user privacy has led to excessive exposure of users’ private information in the public domain, resulting in a surge in the demand for anonymous social interaction. Furthermore, the phenomenon of scene mixing is evident, as users switch roles among the front stage, middle district, and backstage, utilizing anonymous identities to evade social pressures stemming from strong ties. As algorithms evolve, the contradiction between anonymity and privacy risks intensifies, making the dispersion of group accountability and the emergence of malicious online violence an inevitable challenge for platform management.