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Neoliberal feminism, gender relations, and a feminized male ideal in China : a critical discourse analysis of Mimeng’s WeChat posts
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Peng, Yuzhu (Altman) (2021) Neoliberal feminism, gender relations, and a feminized male ideal in China : a critical discourse analysis of Mimeng’s WeChat posts. Feminist Media Studies, 21 (1). pp. 115-131. doi:10.1080/14680777.2019.1653350 ISSN 1468-0777.
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WRAP-Neoliberal-feminism-gender-relations-feminized-male-ideal-China-discourse-analysis-Mimengs-WeChat-2020.pdf - Accepted Version - Requires a PDF viewer. Download (291Kb) | Preview |
Official URL: http://dx.doi.org/10.1080/14680777.2019.1653350
Abstract
A large body of literature has explored the interplay between neoliberal feminism and womanhood. However, little existing scholarship has tackled the impact of neoliberal feminism on women’s perception of manhood. This article presents a case study of Mimeng, an iconic Key Opinion Leader (KOL) using social media, such as WeChat, to engage with Chinese women. I employ a critical discourse analysis (CDA) method to investigate how Mimeng uses a neoliberal feminist discourse in composing posts for her WeChat account. One notable feature of Mimeng’s discourse that I identify is her attempt to construct a feminized male ideal. This discourse strategy reveals a commercial objectification of men in order to attract women followers, amid the increase of Chinese women’s consumer power. Yet, such a discourse places an emphasis on refining a woman’s capacity for housetraining her partner or husband, which is a motive embedded in the agenda of Chinese neoliberal feminism. The outcomes of the research shed light on the revival of patriarchal values in contemporary China and beyond.
| Item Type: | Journal Article | ||||||||
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| Subjects: | H Social Sciences > HM Sociology H Social Sciences > HQ The family. Marriage. Woman |
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| Divisions: | Faculty of Social Sciences > Centre for Applied Linguistics | ||||||||
| Library of Congress Subject Headings (LCSH): | Online social networks -- China, Internet personalities , Internet personalities -- China, Neoliberalism in popular culture -- China, Feminism -- China, Sex role -- China, Wechat (Firm) | ||||||||
| Journal or Publication Title: | Feminist Media Studies | ||||||||
| Publisher: | Taylor & Francis | ||||||||
| ISSN: | 1468-0777 | ||||||||
| Official Date: | 2021 | ||||||||
| Dates: |
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| Volume: | 21 | ||||||||
| Number: | 1 | ||||||||
| Page Range: | pp. 115-131 | ||||||||
| DOI: | 10.1080/14680777.2019.1653350 | ||||||||
| Status: | Peer Reviewed | ||||||||
| Publication Status: | Published | ||||||||
| Reuse Statement (publisher, data, author rights): | This is an Accepted Manuscript of an article published by Taylor & Francis in Feminist Media Studies on 13/08/2020, available online: http://www.tandfonline.com/10.1080/14680777.2019.1653350 | ||||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||||
| Date of first compliant deposit: | 23 March 2022 | ||||||||
| Date of first compliant Open Access: | 23 March 2022 |
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