Abstract
Chinese online shopping festival has become increasingly important to research on cultural and societal issues related to gender. This paper focuses on the Chinese online shopping festival 3.8 Queens Day, investigates the relationship between female empowerment and patriarchal consumerism power embedded in Queens Day in context of Chinese society. This paper analyses the reason of the popularity of Queens Day through the historical and societal perspective, and by critical discourse analysis of the advertisements and slogans in Queens Day, the patriarchal power presented by dominant male aesthetics and patriarchal discourse have been found. Then, through renaming Womens Day and the word Women ( in Chinese) to Queen, it can be seen that patriarchal consumerism discourse has done alienation towards female by deconstructing the historical and societal meaning of the Womens Day. This paper uncovers the cunning of patriarchal consumerism as inconspicuous male power seemingly empowers but actually disempowers female through ads that advocate female independence.
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