WeChat Publishing Is Changing China’s Mediascape
WeChat is China’s answer to apps like SnapChat, Line and WhatsApp: at
first glance, a mobile chat messaging service, but, in reality, much
more. The service is free to download and contains modern conveniences
such as a WeChat Wallet for online payments, a translation service and
barcode scanning, as well as subscription services for WeChat content
streams. More than 500 million people — nearly half of China’s
population — are now active WeChat users, according to Tencent, the
Shenzhen-based internet giant that owns the service.
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Since foreign media companies cannot operate autonomously in China,
their names are licensed out in cooperation with a government-approved
publisher, in a process called “copyright cooperation.” On the other
hand, a local outlet like Vogue China would be able to operate on WeChat
with relative ease.
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