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What makes a trending topic? Spend any amount of time on Chinese social media and you’ll almost certainly come across a curious phrase: “Send you trending.” The line is ubiquitous on reports of serious social injustices, such as companies that defraud their consumers. It’s shorthand for a movement, users’ way of promoting the rapid spread of information in order to effect social change. The mechanics are relatively straightforward. Most Chinese social media sites maintain a list of “Trending” topics. In theory a collection of the most popular and discussed keywords at a given moment, they are selected and displayed according to the platforms’ often opaque algorithms. Although typically dominated by entertainment news and gossip, the lists are still subject to a degree of user control, and topics with enough likes and comments can rocket up the chart quickly. Once there, they are seen by all users on the platform, allowing them to generate significant public attention a
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