Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Impact of Contemporary New Media Platforms on Traditional Female Views of Marriage and Relationships: A Case Study of Xiaohongshu

Ruilin LiuMinzu University of China*

* Corresponding author: [email protected]

Abstract

Currently, the digital wave is deepening at an unprecedented pace, reshaping people's lifestyles and values. Against this backdrop, Xiaohongshu (RED), as China's most representative social platform with a highly concentrated female user base, plays an increasingly prominent role in constructing and disseminating contemporary female views on marriage and relationships. This paper focuses on this phenomenon. By mining Xiaohongshu content and surveying its most engaged users, the study traces how contemporary young women’s views on marriage and relationships have shifted in the new-media landscape, juxtaposes these changes with traditional expectations, and dissects their underlying drivers. The findings indicate that content produced and disseminated on Xiaohongshu subtly influences its female users, fostering the formation of new female perspectives on marriage and relationships. Crucially, users are not passive recipients of information. They actively participate in content production and dissemination by posting notes, liking, and commenting, forming a highly active and self-reinforcing content ecosystem. This not only amplifies the platform's influence but also consolidates the deepening of female perspectives on marriage and relationships and strengthens group identity. Therefore, the value of this study lies not only in revealing the phenomenon itself but also in its profound practical relevance. It offers both scholarly footing and actionable pathways for easing today’s intensifying gender tensions, making the work acutely relevant to real-world reform.

Keywords: Xiaohongshu; Feminism; Views on marriage and relationships
Published: August 19, 2025
DOI: 10.54254/2753-7064/2025.NE26164
Volume: CHR Vol.82
pp. 142-147
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