Performing the Privilege of Degenderization: The Consumer Construction and Disciplinary Reproduction of Soft Male Idol Images
Abstract
Facing contemporary feminist awakening, gender expressions in media culture have drawn growing attention. “Degenderized” or “soft” male idols have frequently appeared in talent shows and commercial endorsements. By displaying traits such as gentleness, attentiveness, and strong emotional expressiveness—traditionally associated with femininity—they attract fans, seemingly blurring gender boundaries and promoting gender equality. However, this paper argues that such gender fluidity is highly instrumentalized under the logic of capital and structural inequalities remain embedded beneath the surface. Drawing on feminist theory, Bourdieu’s theory of symbolic capital, Butler’s theory of gender performativity, and theories of occupational gender segregation, this paper examines two cases: first, idol Hu Yetao gained fans through a feminized persona but quickly removed such elements in response to public criticism; second, the beauty brand ELIXIR replaced actress Wan Qian with male idol Chen Linong as its spokesperson. Findings reveal a form of “performative equality”: male idols benefit from degenderized images without fundamentally changing the disciplinary structures confronting women. Future studies may expand into cross-cultural contexts or explore how fan communities’ emotional structures shape the reception and reproduction of gender performances.
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