Formation of social norms in location-based meso-spaces: A study of WeChat neighborhood groups during the Covid-19 pandemic lockdown

Abstract

Social norms shape and are simultaneously established through communication processes. While instant messaging (IM) groups are nowadays prominent spaces for daily communication, we have only little knowledge of how norms function within them. To address this gap, this study analyzes norm formation in WeChat neighborhood groups during the Covid-19 lockdown in Shanghai. We conceptualize these groups as location-based meso-spaces; situated between the public and private realms, they underscore the importance of social norms in navigating social interactions. Building on 20 semi-structured interviews, combined with walk-through protocols, we identify what social norms emerge and how they are formed. We find that group norms develop through in-group interactions facilitated by the technological and social affordances of WeChat groups, and that they could derive from shared moral values and “group prototypes.” The results highlight that the lockdown and the Chinese socio-cultural and political environment play a significant role in shaping in-group norms.