Cancelling “Effeminate” Men: Discursive Constructions of the Masculinity in Mainstream Media Coverage in China

In response to the trend of Chinese men becoming more “effeminate”, the Chinese government has successively introduced relevant policies to promote masculinity, accompanied by extensive media coverage. Against this background, the study takes the mainstream news media’s portrayal of masculinity as the research object, attempting to deconstruct the discourse concerning masculinity in China. The study draws on coverage of masculinity in mainstream media as data, utilizing the method of critical discourse analysis. It is found that the discourse structure surrounding masculinity in China’s mainstream media mainly concentrates on three aspects. First is the diversification of Chinese masculinity, reflecting the influence of neoliberalism on males, and a call for an understanding of diversified masculinity. Secondly, masculinity in China is also constructed on the discourse of gender conflict, primarily based on the gender binary and the ideology of maintaining traditional gender roles. Lastly, there is a tendency towards politicization of masculinity in China, where it is utilized in the service of national security and strength. By examining how and what kinds of discourses of “masculinity” are constructed, this research can contribute to the studies of masculinity in China, and further explain the issue of societal acceptance of effeminate men.