Crafting Digital Distinction Through Knowledge Production: Micro-intellectuals and Chinese Urban Youth on Q&A Platform Zhihu

Micro-celebrities have become an integral part of social media culture, engaging with small but loyal audiences even if they do not generate significant income or wield substantial social influence. This study explores a particular subset of micro-celebrities, referred to as “micro-intellectuals.” Unlike influencers who gain popularity by showcasing idealized, often unattainable lifestyles, micro-intellectuals are perceived as authentic and obtain distinctive online status through curating and sharing knowledge. By examining how micro-intellectuals strategically craft their unique online personas, this research seeks to uncover how digital distinction sheds light on the logic behind individual self-presentation in the digital age. Our findings reveal that digital distinction is not only achieved through content but also through the manner and context in which it is presented. Digital platforms function as taste assemblages, where cultural production by users actively contributes to the process of distinction-making. In addition, the study illustrates that digital distinction is often a personalized choice rooted in identity construction, rather than merely a reflection of social class structures.