Social Gender Performance in the Algorithmic Age: The Discipline of Emotional Labor and the Negotiation of Digital Identities in Chinese "She Variety" on TV

Abstract

Drawing upon social gender performance theory, this paper investigates the discipline of emotional labor and the negotiation of digital identities in Chinese "She Variety" on TV within the context of the algorithmic age. "She Variety," as an emerging genre of television programming, not only showcases the diverse roles and subjective consciousness of women in contemporary society but also reflects the multiple influences of algorithmic logic, commercial interests, and traditional gender norms on the construction of female images. Through textual analysis of several representative "She Variety" programs (such as Sisters Who Make Waves) and examination of online comments, this study finds that female participants engage in complex emotional labor, demonstrating both conformity to traditional gender roles and challenges to patriarchal norms. Simultaneously, they actively negotiate their identities in the digital media environment, striving to construct autonomous and diverse digital selves. The paper argues that in the algorithmic age, Chinese "She Variety" has become a significant arena for the negotiation of gender relations. It plays an important role in feminist media communication, contributes to the reshaping of gender culture in the new media era, and offers a new perspective for understanding the transformation of gender dynamics in contemporary China.