Beauty as duty: a study of the feminist movement “rejecting beauty duty” on RED

Abstract

ABSTRACT RED, as a platform primarily focused on visual imagery to drive consumption, has been a bastion of pseudo-feminism in China, propagating standardized beauty ideals like the “wanghong face.” However, the active engagement of numerous women in shaping discourse on these platforms has also witnessed the resurgence of feminism on the Chinese internet. In 2023, a notable trend emerged on RED under the banner of “rejecting beauty duty.” Represented by this movement, these women are referred to as “radical feminists” on the Chinese internet, a group that has become quite emblematic in the current feminist movement in China. This movement disrupted existing forms of female expression and catalyzed a fresh wave of feminist dialogues. Through the application of Critical Discourse Analysis, this article explores how Chinese feminism seeks to reconceptualize the narrative of neoliberal feminism within the context of the post-socialist era. By juxtaposing historical perspectives with contemporary realities, this article sheds light on the intricate dilemmas inherent in Chinese feminist discourse that warrant attention.