ABSTRACT
The internet has become an essential component in the daily lives of Chinese urbanites. Scholars of new media argue that social media encompasses different audiences from various networks who are situated together in one place, a scenario better known as "context collapse". Social face is a powerful force and is often used to explain findings such as the tendency of the Chinese to avoid conflicts. The findings also show that although the other parties in online interactions may not be physically or immediately present, face-work is still essential. It has been shown that the presence and response of others affect the formation of people's self-images. When people present themselves online, their perception of the potential audience, and evaluation of their relationship and relative status with them, still have key importance. That is why they present themselves in very different ways on the two technically similar platforms.
