Localizing Incel Discourse: Misogyny and Masculine Identity in Chinese Cyberspace

Abstract

Through the textual analysis of online forum contents and online small-scale interviews, this study aims to explore the phenomenon of “involuntary celibates” (incels) in China’s online space, with a particular focus on the misogynistic web discourse. As a case study, it examines a popular section on Baidu Tieba (named “Sun Xiaochuan Ba”, known as “Sun Ba”) and common slang such as “diaosi” (indicating losers). By integrating the concepts of hegemonic masculinity and social identity theory, this study reveals how misogynistic emotions and masculine anxiety are manifested in Chinese online communication. The findings reveal that, compared to Western incel communities, similar discourse in China is marked by distinct self-deprecation and humorous irony. Slurs and memes serve to reinforce group boundaries and allow young men to perform masculinity in locally specific ways. This localized yet globally-influenced construction of incel-like discourse highlights the interplay between global and Chinese gender cultures, addressing a notable research gap in the Chinese context.