Persuasion or Insulting? Unpacking Discursive Strategies of Gender Debate in Everyday Feminism in China

Speaking out for women's daily needs on social media has become a crucial form of everyday feminism in China. Gender debate naturally intertwines with such feminist advocacy, where users in opposite stances discuss gender-related issues through intense discourse. The complexities of gender debate necessitate a systematic understanding of discursive strategies for achieving effective gender communication that balances civility and constructiveness. To address this problem, we adopted a mixed-methods study to navigate discursive strategies in gender debate, focusing on 38,636 posts and 187,539 comments from two representative cases in China. Through open coding, we identified a comprehensive taxonomy of linguistic strategies in gender debate, capturing five overarching themes including derogation, gender distinction, intensification, mitigation, and cognizance guidance. Further, we applied regression analysis to unveil these strategies' correlations with user participation and response, illustrating the tension between debating tactics and public engagement. We discuss design implications to facilitate feminist advocacy on social media.