When positive energy meets satirical feminist backfire: Hashtag activism during the COVID-19 outbreak in China

Abstract

Amid the eruption of the COVID-19 outbreak in February 2020, the Chinese Communist Party Youth League promoted VTubers on Weibo to diffuse positive energy. However, the female VTuber Jiangshanjiao was appropriated immediately as political satire by netizens to air public grievances. While political satire is widely considered as political resistance in authoritarian states, little research has addressed its combination with feminist narratives and online activism. This article builds on previous literature on the propagandistic nature of positive energy and the Chinese feminist movement to consider how positive energy lying under Jiangshanjiao was deconstructed and how femininity was invoked to serve for broader political purposes in a repressive online environment. Drawing on the framework of online connective action and political satire as a networked practice, this research sheds light on the hashtag #JiangshanjiaoDoYouGetYourPeriod#. This research explores how the satirical hashtag was collectively produced in an Internet trolling culture and contributed to building a collective identity through personalized narratives. Through the feminist hashtag, netizens expressed their multilayered grievances against misogyny, state propaganda, and censorship. However, this article also offers evidence that the satirical hashtag and ambiguity associated with it limited the influence in catalyzing online and offline changes.