Abstract for: The Tradeoff between Authentic and Performative Engagement: A Business Model of Data-Making in China

Social science theories widely assume that authenticity is more preferable. We examine a case in China where performative engagement (“data-making”) is paradoxically favored over authentic engagement in the entertainment industry. We explain why data-making—physically and mentally draining activities aimed solely at generating online traffic data—dominates fan interactions and shapes brands’ selection of idols for collaboration. We develop a quantitative simulation model to explain this phenomenon, grounding it in qualitative data gathered through online archival research, three months of participant observation, and 15 in-depth interviews. While authentic engagement enhances user satisfaction, we find that performative engagement is often preferred by fans as a cost-effective way to mobilize support for their idols and by platforms, idol agencies, and many brands as a more profitable strategy in a business model where sheer digital traffic can be monetized. We offer a case that advance the theory of authenticity and performativity. We also situate our case within broader discussions in HCI, communication studies, and labor control, which explore human responses to complex and overwhelming algorithmic environments. GPT used to correct grammar