ABSTRACT
This chapter explains explicit links between a particular genre of digital media (social media), a specific form of citizen activism (microphilanthropy) and the implication of such activism on the 'experience economy' – the desire to experience stimulation and motivation rather than to purchase – of the social movement in China. It examines the role of social media in the rise of microphilanthropy and grassroots associations in China, with a focus on journalist/activist Deng Fei's Free Lunch (for school kids) initiative. The role of the internet in facilitating online activism and social movement in China has been central to academic discussions in recent years. This development of digital communication technologies parallels the rise of urban, consumerist and individualised lifestyles and politics. The boundaries between private and public domains, and between personal problems and collective demands, are increasingly porous and easily crossed, often at one's fingertips with the help of mobile communication.
