Lecture Notes in Education Psychology and Public Media
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Lecture Notes in Education Psychology and Public Media
Vol. 1, 26 December 2021
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Empower or disempower? The Cunning Patriarchal Consumerism and Female Representation in the Chinese Online Shopping Festival “Queen’s Day”
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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 Queen’s Day”, investigates the relationship between female empowerment and patriarchal consumerism power embedded in “Queen’s Day” in context of Chinese society. This paper analyses the reason of the popularity of “Queen’s Day” through the historical and societal perspective, and by critical discourse analysis of the advertisements and slogans in “Queen’s Day”, the patriarchal power presented by dominant male aesthetics and patriarchal discourse have been found. Then, through renaming “Women’s Day” and the word “Women” (“妇女” 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 “Women’s 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”.
Keywords
male gaze, female empowerment, Chinese online shopping festival, patriarchal consumerism
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2021), Part 1
- ISBN (Print)
- 978-1-915371-00-3
- ISBN (Online)
- 978-1-915371-01-0
- Published Date
- 26 December 2021
- Series
- Lecture Notes in Education Psychology and Public Media
- ISSN (Print)
- 2753-7048
- ISSN (Online)
- 2753-7056
- DOI
- 10.54254/2753-7048/1/ICEIPI_193
- Copyright
- © 2023 The Author(s)
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited