A Girlfriend Gaze on Romantic Feelings: Coconstructing Postfeminist Selfhood on Douban

Abstract

This article discusses how postfeminism plays into the exchange of romantic relationship advice between young women on the Chinese social media platform Douban. Employing Fairclough’s approach to critical discourse analysis, we elucidate how the process of giving and receiving romantic relationship advice facilitates the construction of a normative, postfeminist selfhood specific to China’s post-socialist transition. Under postfeminist aspirations for independence, self-empowerment, and personal success, this selfhood is constructed in social-mediated communication to offer an instrumentalist assessment of romantic relationships. In doing so, young Chinese women repudiate each other’s lovesickness, pathologizing romantic desires to achieve a false sense of emotional stability and mental strength. This gives rise to a girlfriend gaze on women’s emotional changes, establishing a self-/peer surveillance mechanism that regulates how members of the Douban community engage each other on the platform. While masked with a veneer of female empowerment and sisterly help, this mode of self-/peer surveillance not only perpetuates the stereotypical association of women with emotionality and irrationality but also marginalizes public discussions on structural gender inequalities, undermining collective efforts to challenge the patriarchal status quo. The research findings shed light on the functioning of neoliberal governance in contemporary China in the context of social-mediated communication.