Where the World Connects: How Intergroup Contact on Social Media Influences Intergroup Outcomes

Abstract

This study examines how, following the U.S. TikTok ban and the subsequent digital migration of foreign users to the Chinese social media platform RedNote, mediated intergroup contact with American users shaped intergroup outcomes among Chinese users. Guided by intergroup contact theory and communication accommodation theory, we did two 2 (poster identity: American–outgroup vs. Chinese–ingroup) × 3 (post language: English vs. Chinese vs. both) between-subjects online experiments with Chinese RedNote users (N = 833 in total; Nstudy 1 = 364, Nstudy 2 = 469) to explore how intergroup contact through posts featuring cat images (Study 1) and messages seeking connection (Study 2) influenced intergroup outcomes. Results showed that intergroup contact increased Chinese users’ inclusion of Americans in the self, moral regard toward Americans, and intention to interact with Americans. Such effects were mediated by perceived connectedness with Americans. However, these effects did not extend to broader outgroups—people all over the world. Post language did not play an important role in the process of intergroup contact on social media. Theoretical and practical implications are discussed.