Producing green users: environmental protection practice in a platform society.

In a platform society, the realization of the public value of platforms is not only affected by goals constructed based on national interest but also closely related to the rights and interests of platform users. In this context, how a platform mediates between the interests of a country, its users, and its businesses becomes a topic worthy of discussion. Through participatory observation and in-depth interviews, this study reveals that online platforms strategically transfer public values that enjoy national policy support and have a broad popular base into their ecosystems, employing techniques such as bridging different parties, gamification management, and the masking effect to produce green users. The findings reveal the unique logic of contemporary China's platform-driven environmental protection practices and mainstream value cultivation while also highlighting the conflicts and contradictions inherent in realizing public values. This study provides a valuable perspective for understanding the Chinese platform society in terms of public value realization. [ABSTRACT FROM AUTHOR]