Making Sense of Audience Change: Causal Attribution and Boundary Management on Xiaohongshu

Abstract

Recommendation-driven platforms can reshape not only what users see, but also who becomes visible and how community boundaries are negotiated. We examine Xiaohongshu discussions surrounding a perceived World Cup-related audience influx to understand how users attributed community change and how those explanations related to boundary-management strategies. We analyzed 262 comments from eight high-engagement threads using researcher-led thematic analysis, structured coding, and permutation-based association analysis. Users described personalization as both social separation and a boundary that could fail, interpreted platform growth through audience acquisition and commercialization, and contested whether gender should define community membership. Among 70 comments with explicit attributions and strategies, attribution and strategy were strongly associated (Cramer's V = .583): algorithmic attributions concentrated in technical boundary management, while social-actor attributions more often aligned with social enforcement or normative socialization. These findings connect causal sensemaking with boundary management and show how audience restructuring can create governance consequences on recommendation-driven platforms.