Same Event, Different Worlds: How Platform Mindsets Produce Divergent Meanings and Digital Identities in Social Media Publics

Abstract

In platformized communication, the same public event can have various meanings, forms of participation and digital identities in different social media platforms. This research investigates how different platform perspectives influence the cross-platform meaning creation and digital identity construction. Based on the analytical framework of *Platform Mindset → Discursive/Affective Environment → Digital Identity Construction*, a qualitative thematic analysis is conducted using 462 highly interactive comments selected from an original pool of 165,505 comments about the LV–Molly Tea trademark dispute on Douyin, Xiaohongshu and Weibo. The results show different recontextualization processes in these platforms. On Douyin, the controversy becomes a meme via humor, imitation and joint play, forming a participatory identity. On Xiaohongshu, it is redefined through common life, lifestyle and aesthetic activities, creating a consumer–brand co-creator identity. On Weibo, it is restated as a major public issue concerning cultural property rights, intellectual property, fairness and shared values, resulting in a value-oriented public identity. These findings indicate that platform perspectives not only affect the visibility and organization of public event discussions but also the discursive and emotional conditions through which users present and negotiate their digital identities. The study broadens the research on platform perspective by providing a cross-platform structure that links platform rules, meaning-making and identity formation.