The Impact of Gendered Content on Social Media Platforms on Users' Gender Consciousness: A Case Study of Xiaohongshu

Wei Qiang

2025

Abstract

This study analyzed the content ecology and communication characteristics of social media platforms and explored their impact on users' gender cognition, attitudes, and behaviors. Social media enhances user interaction through visual content and algorithmic recommendations, both driving gender diversity expression and reinforcing traditional gender stereotypes. Through a literature review, this paper summarizes the dissemination mechanisms of gender-related content, including the prevalence of consumerism, fragmented dissemination, and the shaping of user experience by algorithmic personalization. The study found that social media provides an opportunity to break down traditional notions of gender, but at the same time exacerbates appearance-related anxiety and drives consumption-driven gender identity. This paper provides theoretical support for the cross-perspective of gender and media research and also puts forward suggestions for optimizing social media content production. By reducing algorithmic bias and promoting media literacy, social media platforms can play a more active role in advancing gender equality and building an inclusive digital environment.

Paper Citation

in Harvard Style

Qiang W. (2025). The Impact of Gendered Content on Social Media Platforms on Users' Gender Consciousness: A Case Study of Xiaohongshu. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 273-278. DOI: 10.5220/0014112300004942

in Bibtex Style

@conference{apmm25,
author={Wei Qiang},
title={The Impact of Gendered Content on Social Media Platforms on Users' Gender Consciousness: A Case Study of Xiaohongshu},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={273-278},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014112300004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Impact of Gendered Content on Social Media Platforms on Users' Gender Consciousness: A Case Study of Xiaohongshu
SN - 978-989-758-791-7
AU - Qiang W.
PY - 2025
SP - 273
EP - 278
DO - 10.5220/0014112300004942
PB - SciTePress