Provincializing “web traffic”: data imaginaries and vernacular construction of liuliang in China

Abstract This article dehomogenizes the concept of “web traffic” through a keywords-informed approach. It attends to how, in China, the term for “web traffic,” liuliang (流量), is utilized in rich and creative ways. Instantiating bottom-up epistemic practices, the taxonomies, collocations, and wisdom related to liuliang reveal alternative and locally relevant ways in which people imagine, apprehend, and deal with digital media and data in everyday life. They unleash a set of reinvigorating vocabulary for the theorization of web traffic—liquidity, manipulability, portability, socio-spatial differentiation, ideological valence, and mystified power, among others. These new lenses enrich a genuinely global understanding of digital media, enable those in the Global North to comparatively rethink their taken-for-granted experiences of datafication, and democratize the making of media knowledges by addressing the inequality between the Global North and South(s), between experts and non-experts.