September 24, 2025Multimodal Communication

Sharing experience or selling service?: a multimodal critical discourse analysis of self-proclaimed Hong Kong female PhD student identity in Xiaohongshu (Little Red Book)

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ZXZihan XiaHong Kong Polytechnic University

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Implication

Multimodal critical discourse analysis reveals identity constructs of Hong Kong female PhD students on Xiaohongshu, indicating tensions between empowerment and commercial interests.

Key Points

The study uncovers how female PhD students construct hybrid identities on Xiaohongshu by blending academic and commercial narratives.
Three interwoven identity categories are identified: professional sharing, reflection sharing, and daily life sharing, each with distinct themes.
Through multimodal orchestration, these students commodify their academic images, integrating empowerment narratives into their promotional strategies.
Findings highlight the marketisation of higher education in China, showcasing how resistance can be co-opted into marketable identities.

Cite This Study

Zihan Xia (2025) studied this question.

synapsesocial.com/papers/68d6d8768b2b6861e4c3e88a https://doi.org/10.1515/mc-2025-0018

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Implication

Multimodal critical discourse analysis reveals identity constructs of Hong Kong female PhD students on Xiaohongshu, indicating tensions between empowerment and commercial interests.

Sharing experience or selling service?: a multimodal critical discourse analysis of self-proclaimed Hong Kong female PhD student identity in Xiaohongshu (Little Red Book)

Discussion

Member takes

Implication

Key Points

Cite This Study

Sharing experience or selling service?: a multimodal critical discourse analysis of self-proclaimed Hong Kong female PhD student identity in Xiaohongshu (Little Red Book)

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider