A study on identification of youth identity through a gender lens in network buzzwords: A critical discourse analysis

Abstract

As an emerging form of discourse in the Internet era, network buzzwords serve as an indicator of the mentality of the youth, reflecting their identity. However, research on the implementation of network buzzwords in the context of gender formations has been limited. This study fills this research gap by using critical discourse analysis to analyse the use of 11 gender-specific buzzwords listed in the annual list of top-ten network buzzwords published by the magazine Yaowen Jiaozi from 2012 to 2021 on the social media platform, Weibo. It discusses how the gender network buzzwords shape the identity of young groups, what kind of identities were formed, and how young people use gender buzzwords to construct both gender-conforming and patriarchal discourse, as well as gender-nonconforming discourse, from the perspectives of conformity and nonconformity. Additionally, it discusses the cultural significance of network buzzwords and their potential impact on contemporary society.