Designing and sharing travelogues on Chinese WeChat Moments: a social semiotic analysis of Nine Picture Limit

Sharing travel experiences through words, pictures and videos on social media has become a popular activity and means of presenting the self. In China, WeChat is the most widely used social media platform. It offers the Moments (朋友圈pinyin: péng yǒu quān, literally ‘Circle of Friends’) feature which provides a tool for users to post photos, short videos and accompanying texts. This study investigates how digital travelogues are technologically afforded and multimodally constructed on WeChat while exploring users’ self-presentation in their travelogues as presented on Moments. To this end, a total of 115 WeChat Moments screenshots are examined. Drawing on multimodal discourse analysis, this study examines these travelogues’ multimodal design, how social life is presented in them and how users display their identity. Specifically, the authors examine how the practice of the Nine Picture Limit (九宫格, pinyin: jiǔ gōng gé) of WeChat Moments is multimodally constructive for producing travelogues. They found that the multimodal strategies adopted in the Nine Picture Limit are not only a matter of designed aesthetics or style for narrating travel experiences, but also a purposeful process of working with images for self-presentation in the spatial narrative. Furthermore, the possibilities that a digital travelogue is viewed as a creative narrative genre in Moments is addressed. Finally, related exploratory research interests such as digital identities, authenticity of travel and mobility are also discussed.