Despite the Chinese government's official rhetoric promoting gender equality, gender stereotypes remain deeply embedded in both state discourse and public narratives. This study investigates how gendered representations are constructed and circulated on Weibo, focusing on the differences between state-affiliated and non-official accounts. The central research question is: How do digital platforms, especially those linked to the state, reinforce traditional gender roles, and what do these portrayals reveal about underlying political and ideological agendas? Using a combination of keyword frequency and discourse analysis, this research examines two datasets to uncover how gender norms are reproduced online. The findings indicate that state-affiliated accounts are significantly more likely to promote traditional gender roles, portraying women as passive, domestic, and self-sacrificing. These portrayals align with long-standing Confucian values and reflect contemporary policy goals such as encouraging marriage and childbirth. While non-official accounts exhibit greater diversity in their representations, many still reflect dominant narratives, suggesting the influence of broader ideological currents. This study argues that gendered discourse in China is not merely a reflection of cultural tradition, but an active instrument of governance. The state's discursive emphasis on traditional femininity and masculinity serves to guide social behavior and support policy objectives. By embedding gender norms into everyday digital communication, these narratives help sustain structural gender inequality. Through its analysis of online discourse, this research contributes to a deeper understanding of how gender is politicized in the digital age and highlights the enduring tensions between state messaging and genuine gender equality in contemporary China.
Le Dai (2025) studied this question.