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<p>This article examines how selected Chinese domestic brands were represented as morally charged “national goods” in the aftermath of the September 2023 Li Jiaqi–Florasis livestream controversy. It asks how domestic brands were differentiated and evaluated within platformed public discourse, and how particular frames acquired visibility, resonance, and legitimacy in a rapidly unfolding consumer controversy. Drawing on 15,291 Weibo posts about eight everyday consumer brands collected between September 10 and October 16, 2023, the study adopts a mixed interpretive design combining LDA topic modeling, semantic network analysis, and structured close reading of 160 stratified posts. The analysis identifies three recurrent frames: a Memory Frame that reactivates household familiarity and intergenerational brand attachment; a Nation/Peoplehood Frame that constructs deserving brands as conscientious national enterprises bound to ordinary consumers; and an Opposition Frame that narrates domestic brands and consumers as injured by capital, rumor, marketing excess, and pseudo-national branding. The findings suggest that discursive opportunities were shaped by the interaction between historically sedimented cultural resources and platform-mediated activation mechanisms, including livestream conflicts, traffic dynamics, cross-brand recommendations, and visible brand responses. The article argues that national-goods status was discursively conferred through public judgments about affordability, responsibility, endurance, and closeness to everyday life. It contributes to research on Chinese consumer nationalism by theorizing a platformed moral economy in which mundane commodities can become carriers of national identification through ordinary consumer talk.</p>

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Who deserves to be national goods? Discursive opportunity structure and the platformed moral economy of consumer nationalism in China

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月10日

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  • Chen Li,
  • Haoyu Huang,
  • Huiyu Lai

摘要

This article examines how selected Chinese domestic brands were represented as morally charged “national goods” in the aftermath of the September 2023 Li Jiaqi–Florasis livestream controversy. It asks how domestic brands were differentiated and evaluated within platformed public discourse, and how particular frames acquired visibility, resonance, and legitimacy in a rapidly unfolding consumer controversy. Drawing on 15,291 Weibo posts about eight everyday consumer brands collected between September 10 and October 16, 2023, the study adopts a mixed interpretive design combining LDA topic modeling, semantic network analysis, and structured close reading of 160 stratified posts. The analysis identifies three recurrent frames: a Memory Frame that reactivates household familiarity and intergenerational brand attachment; a Nation/Peoplehood Frame that constructs deserving brands as conscientious national enterprises bound to ordinary consumers; and an Opposition Frame that narrates domestic brands and consumers as injured by capital, rumor, marketing excess, and pseudo-national branding. The findings suggest that discursive opportunities were shaped by the interaction between historically sedimented cultural resources and platform-mediated activation mechanisms, including livestream conflicts, traffic dynamics, cross-brand recommendations, and visible brand responses. The article argues that national-goods status was discursively conferred through public judgments about affordability, responsibility, endurance, and closeness to everyday life. It contributes to research on Chinese consumer nationalism by theorizing a platformed moral economy in which mundane commodities can become carriers of national identification through ordinary consumer talk.