ABSTRACT

In recent years, the allure of an idyllic life has regained significant attention, and virtual communities themed around this concept have become increasingly popular. As a prominent example, Baidu Tieba’s Hermitage Bar, established in 2012, has attracted over 1.2 million users who yearn for a simpler, secluded lifestyle. This study focuses on the Hermitage Bar to apply Grounded Theory and Cyber Ethnography in exploring how the community bridges urban and rural areas, and assesses its impact on sustainable urban-rural interactions both online and offline. The analysis identifies four key categories: the Construction of the Hermit Identity, Perceptions of Hermitage by Outsiders, the Interplay between these Perceptions, and the Operational Logic of the Hermitage Bar Platform. Based on these categories, the study constructs an analytical framework to unearth underlying dynamics. In the broader context of urban-rural integration, the digital interaction behaviors of Hermitage Bar users reveal a pattern of mutual influence between rural and urban spheres. This research aims to provide insights into overcoming the urban-rural divide and enhancing governance of these relationships through virtual communities.