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Building a feminist world through memes: semiotic configuration of gender ideology in Chinese feminist memes.

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Název: Building a feminist world through memes: semiotic configuration of gender ideology in Chinese feminist memes.
Autoři: Song, Qijun1, Wang, Xiaoyu2 fayewxyu@163.com
Zdroj: Continuum: Journal of Media & Cultural Studies. Aug2025, Vol. 39 Issue 4, p615-631. 17p.
Témata: *MEMES, *FEMINISTS, *GENDER, *DISCURSIVE practices, *CRITICAL discourse analysis, *SOCIAL media, *FEMININITY, *FEMINISM
Abstrakt: This paper explores how memes are employed to configure gender ideology with the aim to illuminate their unique role in feminist activism. Through feminist critical discourse analysis with the ideological square model, 139 feminist memes in Chinese social media are examined. Three key strategies are found in the positive self-presentation of feminist ideology: legitimating feminist values, reconceptualizing women and femininity, and remanufacturing character meanings. They demonstrate an ideology embedded in Chinese socio-cultural contexts to contest traditional gender norms and empower women and femininity. With these strategies, the memes function as a significant semiotic resource for reversing gender ideology and building a unique feminist world in Chinese social media. They facilitate a form of digital feminist activism that, while less overtly confrontational, demonstrates sustained resistance through grassroots participation and networked meaning-making practices. [ABSTRACT FROM AUTHOR]
Databáze: Academic Search Index
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Abstrakt:This paper explores how memes are employed to configure gender ideology with the aim to illuminate their unique role in feminist activism. Through feminist critical discourse analysis with the ideological square model, 139 feminist memes in Chinese social media are examined. Three key strategies are found in the positive self-presentation of feminist ideology: legitimating feminist values, reconceptualizing women and femininity, and remanufacturing character meanings. They demonstrate an ideology embedded in Chinese socio-cultural contexts to contest traditional gender norms and empower women and femininity. With these strategies, the memes function as a significant semiotic resource for reversing gender ideology and building a unique feminist world in Chinese social media. They facilitate a form of digital feminist activism that, while less overtly confrontational, demonstrates sustained resistance through grassroots participation and networked meaning-making practices. [ABSTRACT FROM AUTHOR]
ISSN:10304312
DOI:10.1080/10304312.2025.2507029