Label Communication Of Female Stigmatization In Social Media

In recent years,discussions on gender issues have frequently attracted attention,and women in the new era have become more and more courageous in expressing themselves in society and rebelling against traditional patriarchalism and sexual violence,from chaos in the entertainment industry to sexual harassment in the workplace,all of which have women playing a role in public opinion.On the surface,women’s empowerment through new media has changed the traditional image of the "voiceless",but the media-driven construction of the " X Yuan " discourse has cast a shadow over the image of women.It is evident that the stigmatization of women’s image by the media still exists in cyberspace,and women need to fight for more identities and keep restraint and sobriety from the prevailing consumerism in the current social space.Based on the meme theory,this paper explores the characteristics,how to generate and the effects of the stigmatization of women in social media by using three methods:critical discourse analysis,social network analysis and text mining.After collecting data from 167 " X Yuan " from 2020 to 2022,we analyzed the history of the spread of " X Yuan" stigma and found the characteristics and generalized dissemination of " X Yuan " stigma.We found the characteristics and generalization of " X Yuan ".Based on 61 blog posts commenting on the phenomenon of "X Yuan",we found that the discourse subjects used a combination of rhetorical strategies to construct the ideology of gender inequality by highlighting and concealing,and women’s discourse is still restricted due to socio-cultural patriarchalism and social platform consumerism.The topic of "X Yuan" on Weibo has gone through three stages of emergence,evolution,and demise,and the female stigma label has the characteristics of self-presentation extremes,reinforcement of stigma and differentiation of transgressive groups,resistance to "stigmatization",and social network relations between the labelers and the labeled.The social network relationship between the labelers and the labeled also shows that both of them have a strong opinion-driving effect.The generation of the " X Yuan " label is due to the social media platform mechanism that reinforces bias,the excessive pursuit of traffic by media and platforms,and the prevalence of emotions in the post-truth era.Finally,suggestions are made from four perspectives:governments,platforms,media,and netizens to avoid stigmatization and labeling of a certain group and to build a civilized and clear cyberspace.