Disciplining women in Hong Kong: The discourse of ‘Kong girl’ in the media and daily life

In the recent decades, ‘Kong girls’ has become a vogue term in the media as well as in daily conversations among youths in Hong Kong. The term, which is more of a negative slang form than a neutral short term of ‘Hong Kong girls’, egregiously refers to young women who supposedly embody Hong Kong values that are dominated by materialism. Thus, it would be interesting from a gendered perspective to tease out the ideological implications of the term: why does it refer universally to young females (all girls in Hong Kong) rather than those with/under specific conditions (such as those with princess syndrome or materialist mindsets)? This article examines the features of ‘Kong girls’ in a mass-media context and compares them with the findings of focus group discussions with local young informants. Although the media helped shape the images of Kong girls and form the stereotypes of the terminology in the society, the content analysis results show inconsistency and tensions with focus group findings. The Kong girl discourse in the media and daily life manifests anxieties and perplexity of young men in Hong Kong, who are facing the crisis of masculinity catalysed by the emerging status of women.