Despite China’s history of stringent media control, an industry of uninstitutionalized, individual publishers has managed to flourish on social media platforms like Tencent’s WeChat and ByteDance’s Toutiao. These self-publishers are called “We Media” in the Chinese internet lexicon, denoting the independent power of citizen journalists and content creators. Meanwhile, self-publishers have always had to tread carefully on what they post or risk being targeted by censors who deem them illegal or inappropriate. The topics they cover are myriad, ranging from fashion and food to politics and current affairs. WeChat, a major destination for self-publishers, hinted last July it had 20 million “public accounts” , platforms for individuals to broadcast content and in businesses’ case, reach customers. In 2020, 360 million users read articles published on WeChat public accounts, WeChat founder Allen Zhang disclosed recently. Sina Weibo, China’s answer to Twitter, has long attracted citizen ...