The present study investigates the pragmatic strategies and
effects of self-presentation performance in a social selling context either by way
of status updates or through group chat in WeChat, a popular social networking
platform in China. Drawing on Goffman’s (1959, 1974, 1981) outstanding research on
self-presentation, frame, and footing, as well as Page’s (2010a, 2010b, 2012, 2018) exploration in digital narrative, this chapter
analyzes data collected from WeChat Moments and WeChat chat logs to uncover their
staged authenticity and the relative social value that it entails. The results of
our analysis of both screen data and user data show that the meticulously
intertwined and multimodally presented communicative acts of social selling on this
particular social platform are the outcome of frame-shifting and frame-overlapping
strategies on the one hand and highly crafted staged authenticity on the other.