The Impact of Gendered Content on Social Media Platforms on

Users' Gender Consciousness: A Case Study of Xiaohongshu

Wei Qiang

School of International Business, Zhejiang International Studies University, Hangzhou, Zhejiang, 310023, China

Keywords: Social Media Platforms, Gender Stereotypes, Gender Cognition, Algorithmic Recommendations.

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.

1 INTRODUCTION

With the rapid development of the Internet, social

media has become an important part of People's Daily

life. Social media is not only a tool for people to

disseminate and obtain information but also has a

profound impact on social culture and individual

values. As one of the most popular social media

platforms among young Chinese users, Xiaohongshu

has attracted a large number of female users with its

beauty and lifestyle topics. In recent years, social

issues on gender equality have attracted a lot of

attention in China, and the XiaoHongshu platform

also contains a lot of discussions on gender issues. As

a social platform with wide influence, its content may

also have an impact on users' gender awareness.

Among them, opinion leaders and high-impact users

provide users with behavioral paradigms of gender

roles. Based on the above background, this study

takes Xiaohongshu as an example to explore the

dissemination characteristics of gender stereotypes in

social media and its potential impact on users' gender

perceptions. This study aims to integrate existing

literature, reveal the dissemination rules of gender

stereotype content, and put forward suggestions to

improve the platform content ecology and enhance

public awareness of gender equality.

2 CONTENT AND

COMMUNICATION

CHARACTERISTICS OF

XIAOHONGSHU

As a popular social platform rising in recent years,

Xiaohongshu has attracted a large number of users

with its unique content ecology and communication

mechanism. This section will focus on the analysis of

Xiaohongshu's user attributes, content types, and

communication mechanisms, and reveal the

uniqueness and potential influence of its content

ecology, so as to provide background support for the

subsequent discussion on the impact of the

dissemination of its gendered content on users' gender

consciousness.

2.1 User Attributes

Xiaohongshu is a comprehensive UGC (user

generated content) platform that focuses on sharing

Qiang, W.

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

DOI: 10.5220/0014112300004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 273-278

ISBN: 978-989-758-791-7

273

lifestyle and integrates social networking and e-

commerce shopping. As of February 2024,

Xiaohongshu has more than 300 million monthly

active users, of which female users account for nearly

80%. Community sharers exceed 80 million, daily

user search penetration reaches 60%, and UGC

content accounts for 90% (Qiangua Data, 2024). Data

shows that the main active users of Xiaohongshu are

young women in first - and second-tier cities. This

group not only has a high consumption power but also

pursues a high quality of life. This makes the content

of Xiaohongshu highly focused on the needs of

women, such as beauty, dressing, home

improvement, etc. This content ecology has

strengthened the dominance of "gendered" content to

a certain extent. Although the proportion of male

users has increased in recent years, its main active

areas are digital, fitness, and tourism, which has not

significantly changed the overall gendered trend of

the platform.

2.2 Content Ecology

The content ecology of Xiaohongshu presents three

characteristics: gendered communication,

consumerist orientation, and fragmented visual

communication. These features not only constitute

the core content logic of the platform but also shape

the way users experience and interact with content.

Gendered communication is a significant feature

of the content ecology of Xiaohongshu, especially in

the themes of beauty, dressing, and skin care. These

contents repeatedly reinforce the traditional

framework of specific gender roles through visual

expression and symbolic language (European Journal

of Cultural Studies, 2024). For example, the labels

"delicate makeup" and "women in the workplace"

imply that women need to reflect their value through

appearance management, further consolidating

gendered perceptions (Gill, 2007). Although male

content is gradually emerging, the theme is mostly

focused on fitness and digital fields, and the gender

division of labor is obvious. This form of

communication not only meets the needs of users but

also subtly shapes social expectations of gender roles.

The consumerism orientation runs through the

content ecology of Xiaohongshu. As one of the

birthplaces of "seeding culture", the platform

promotes the wide dissemination of commodity

information through UGC and binds consumption to

users' lifestyles (Nguyen, 2024). While enhancing the

appeal of content, this model conveys implicit values

through emotional narration, such as the social

expectation of "exquisite life" or "perfect image"

(Swim et al., 1995). Although users may realize self-

expression in consumption behavior, this binding

relationship also invisibly deepens the path of

gendered consumption behavior.

Fragmented visual communication is another

important feature of Xiaohongshu content. The

platform is dominated by short videos and pictures,

which quickly attract users' attention through intuitive

and vivid communication (Frontiers, 2023). This

fragmented form suits the browsing habits of mobile

users and can deliver complex information in a short

period. For example, wearing notes intuitively shows

the matching effect through pictures, and short videos

use "before and after comparison" to strengthen the

impact of communication. Although this efficient

communication method improves the information

flow rate, it limits the in-depth discussion of complex

topics (Preacher et al., 2007).

2.3 Communication Mechanism

The communication characteristics of Xiaohongshu

are mainly reflected in three aspects: algorithm

recommendation, user interaction, and fragmented

communication.

Algorithm recommendation is the core of the

platform propagation mechanism. By analyzing users'

browsing, liking, and commenting behaviors, the

platform achieves an accurate push of personalized

content (Nguyen, 2024). This mechanism, while

improving the user experience, also makes the high-

frequency distribution of content and user preferences

form a cycle. However, the recommendation logic of

the algorithm may exacerbate the "information

cocoon" effect, and the content types exposed to users

tend to be simple, further strengthening the existing

gender role cognition (European Journal of Cultural

Studies, 2024).

User interaction drives the secondary distribution

of content. Interactive forms such as likes, comments,

and retweets not only enhance user engagement but

also directly affect the recommendation priority of

content. High interactive notes can often obtain

greater exposure, forming the communication logic of

"user feedback - content push - high interaction"

(Marsh, 2010). While users' participation in social

media can promote multiple discussions, it may also

cause the spread of negative emotions due to

controversial events (Luo, 2023). In addition, social

interaction among users builds a stronger sense of

belonging through discussion and sharing in the

comments section. For example, in the "seeding"

note, users often provide their own consumption

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experience by leaving messages to further promote

the spread of relevant content.

Fragmented communication is an important

manifestation of the characteristics of Xiaohongshu

communication. Short videos and pictures convey

information in a concise and intuitive form, which

improves the efficiency of content communication

(Frontiers, 2023). The use of visual symbols enhances

the impact of the content, but may also weaken the

user's overall understanding of the topic (Preacher et

al., 2007). Short video content, for example, often in

a few seconds to show product effect or collocation

technique, through symbolic expression to catch the

user's attention, and weaken the possibility of a deep

discussion.

3 INFLUENCE

Gender stereotypes in social media platforms affect

users' gender awareness through cognition, attitude,

and behavior. Research has shown that social media

content can not only shape users' perceptions of

gender roles but also subtly change individuals'

attitudes toward gender equality through long-term

exposure. The following will be combined with the

communication characteristics of social media such

as Xiaohongshu, and specifically analyze the impact

of gendered content on users' gender awareness.

3.1 Cognition

Social media platforms have profoundly influenced

users' gender perceptions, and their content ecology

both provides space for the spread of diverse gender

roles and reinforces traditional role frameworks

through gendered content. On the one hand, the

platform relies on short videos and pictures to lower

the threshold of knowledge acquisition, helping users

to access diverse gender expressions in a shorter time

(Frontiers, 2023). Themes such as fitness, career

planning, and skill learning gradually show non-

traditional gender images such as "power beauty" and

"women in the workplace", providing users with the

possibility to broaden their gender cognition (Gill,

2007). User-generated content further enriches these

expressions, and personal growth stories or gender-

equal experience sharing encourages more users to

rethink the limitations of gender roles (Lin et al.,

2013). This kind of diversified dissemination based

on UGC makes the boundary of gender cognition

continue to expand, and some users gradually get rid

of the shackles of traditional gender roles.

However, the spread of gendered content also

deepens the solidification of traditional gender roles

to some extent. Through the repeated transmission of

symbolic language and visual symbols, the platform

implicitly transmits gender stereotypes (Preacher et

al., 2007). For example, content labels such as

"delicate makeup" and "elegant women" strongly

bind the female image to appearance management,

making these concepts gradually internalized as part

of users' cognition (European Journal of Cultural

Studies, 2024). Algorithm recommendation plays an

important role in this process. User behavior data is

used to screen content that meets interests and

preferences, while the high-frequency push of

gendered transmission further limits users' access to

diverse information (Nguyen, 2024). For young

users, this repetitive visual symbol reinforces the

homogeneity of gender cognition and makes them

gradually accept the passively constructed definition

of gender roles.

3.2 Attitude

At the attitude level, social media platforms have

promoted diversified changes in users' attitudes

toward gender roles through emotional narration and

community interaction (Marsh, 2010). The comment

section and the like mechanism provide a space for

users to participate in the discussion of gender issues.

This group interaction not only helps users

understand different gender expressions but also

enhances their tolerance of non-traditional gender

roles (Frontiers, 2023). For example, content under

topics such as "Women in the workplace" and

"strength training" not only shows the diversity of

gender roles but also further conveys the identity of

diverse gender roles through communication between

users. This mode of interaction enables more users to

re-evaluate the social meaning of traditional gender

roles in emotional resonance.

The implicit impact of social media's consumerist

narrative on attitudes towards gender roles cannot be

ignored either. Many "seeding" notes link beauty with

success through emotional expression, implicitly

reinforcing traditional gender biases (Swim et al.,

1995). Skincare and beauty content bundles

appearance management with social acceptance,

making it easier for users to accept the idea that

beauty is valuable (Gill, 2007, Kumari & Joshi,

2015). This implicit narrative model is further

amplified by users' recognition of gendered content

and gradually consolidates the traditional division of

gender roles. The contradiction of this dual attitude is

particularly prominent among young women, who on

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

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the one hand are attracted by diverse gender

expressions, and on the other hand, unconsciously

identify with the shaping of gender values by

consumer behavior.

3.3 Behavior

At the behavioral level, social media platforms both

promote diverse practices and reinforce gendered

consumer behaviors. Short video and picture content

improve the efficiency of behavior imitation through

fragmented dissemination, helping users to contact

and try new fields in a shorter time (Lin et al., 2013).

Such as fitness content, and short videos of strength

training promote the popularity of the concept of

"strength beauty" through intuitive visual

presentation and specific operation guidance (Gill,

2007). This kind of content not only drives more

female users to engage in healthy behaviors but also

inspires a broader interest in practice through

interaction and imitation. Some users share their

behavioral changes in content interactions, such as

breaking through gender bias through fitness

challenges, trying new skills, or planning career

paths, which further reinforce the positive cycle of

behavior in the dissemination of the platform.

On the other hand, consumer behavior remains the

core area where social media platforms influence

gender role behavior. Seeding culture uses visual

communication and emotional narration to shape

consumption behavior as an important way to practice

gender roles (Preacher et al., 2007). Skincare, beauty,

and other contents promote the cycle of "anxiety-

driven- consumption practice-identity

internalization" by constructing appearance anxiety

(Nguyen, 2024). This consumption behavior pattern

is particularly prominent among young users, and

some users gradually regard consumption as the main

way to achieve gender role identity. Although this

consumption-dependent behavior pattern can satisfy

immediate needs, it limits users' deep exploration of

diverse gender role practices to a certain extent.

4 ADVICE

4.1 Platform

Social media platforms need to balance commercial

interests with social responsibility in promoting the

distribution of content. The algorithm

recommendation mechanism should give priority to

social values, including gender equality, public good,

and multiculturalism. For example, in special periods

such as International Women's Day, to improve the

exposure of relevant content and guide users to pay

attention to social issues. Platforms also need to avoid

algorithms that over-reinforce user preferences,

reduce the formation of "information cocoons," and

provide users with more diverse content.

Content diversity needs to be reflected in the

recommendation strategy. Recommendation

mechanisms should not only push traditional

gendered content that conforms to user preferences

but also increase the proportion of content related to

multiple gender roles and social issues. For example,

career-themed content can simultaneously present

different gender narratives, helping users reach a

wider range of information. This recommendation

strategy not only enriches the user experience but also

helps to promote the change in social attitudes.

In addition, the platform can optimize the

recommended content by strengthening the data

analysis of users' likes, comments, tags, and other

functions. Quality content should receive more traffic

support due to positive user evaluation, and

encourage creators to produce more socially valuable

content. At the same time, establish a transparent

evaluation and feedback mechanism, so that user

behavior directly affects content recommendation

and promotes the optimization of content ecology.

In global operations, platforms need to be

culturally sensitive. Cultural backgrounds in different

regions have different levels of acceptance of gender

issues, and a single strategy may lead to cultural

conflict. The platform should adjust the way of

content promotion according to the local social

context, and adopt a progressive promotion strategy

for regions with strong traditional gender concepts to

ensure that the content is widely accepted.

In response to potential problems with gendered

content, platforms need to step up censorship and

limit the spread of content that may reinforce

stereotypes or appearance anxieties. Through

thematic activities or educational columns, users are

gradually guided to pay attention to positive issues

such as gender equality and social welfare and

improve the content ecology.

4.2 Content Production

Social media platforms can encourage creators to

break gender stereotypes and explore diverse

narratives through traffic incentives and technical

support. For example, traditional gendered themes

such as beauty and dressing are integrated into

diverse values such as competence and responsibility

sharing. Such content not only attracts a wider

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audience but also leads users to re-examine gender

roles.

The improvement of content quality requires a

more explicit reward mechanism. The platform can

also establish a "social benefit scoring" system, and

give traffic tilt and special rewards to content such as

gender equality and female empowerment. For

example, highly rated content can get more exposure,

thus motivating creators to take the initiative to

express social issues. This mechanism can effectively

improve the overall quality of the platform content

ecosystem.

Content producers should also focus on the social

impact of their content. Creators can resolve the

intensification of appearance anxiety by gendered

content through a more authentic and closer narrative

approach to users. When recommending a product, it

should not only show its appearance value but also

emphasize its functionality or practicality, reducing

excessive attention to appearance. Through the

adjustment of content language and visual

presentation, producers can invisibly promote

positive changes in social concepts.

4.3 User

In the social media ecosystem, users are both

recipients of content and participants in its

dissemination. Users need to be able to think

critically, identify and analyze the information they

are exposed to, and avoid being influenced by gender

stereotypes and consumerist narratives. When

contacting appearance management content,

rationally assess whether the content meets the actual

needs, and do not blindly follow the implicit values.

Users should also take the initiative to combine

offline knowledge and interaction to improve

cognition. Understand multiple gender roles and

avoid relying on a single source of information by

participating in readings, workshops, social events,

etc. Multi-channel access to information not only

improves cognitive depth but also enables a more

comprehensive understanding of social issues.

Users should also pay attention to the

improvement of self-expression ability. By

commenting, sharing, or creating, users can express

their true views and promote the spread of gender

diversity. Especially in the case of gender equality or

social good, sharing personal experiences can help

spark discussion and deepen awareness of the issue.

This positive expression has a positive impact on both

the user and the social media environment.

Healthy content consumption habits are also

crucial. Users should reduce their reliance on

algorithm recommendations, take the initiative to find

a variety of topics, and break the "information

cocoon". Wider access to content can broaden

cognitive boundaries and also help to change the

limitations of one-way algorithmic push on user

thinking. When using social media, users should

control their time reasonably, avoid indulging in

fragmented content, and protect attention and

cognitive ability from negative effects.

Users should also take a more active social

responsibility. Liking and retweeting good content

helps it spread more widely while being alert to bad

content avoids spreading negative emotions.

5 CONCLUSION

This study based on social learning theory, combined

with the previous literature, the gender of

Xiaohongshu platform content and transmission

characteristics is analyzed, and further explores the

platform's gendered effects on the user's gender

concept. The study found that Xiaohongshu, through

its highly gendered content, algorithm

recommendation mechanism, and user interaction

mode, profoundly affects users' gender awareness at

the level of cognition, attitude, and behavior. By

strengthening the cognition of traditional gender

roles, enhancing the recognition of traditional gender

roles, and promoting the consumption behavior

driven by appearance anxiety, gender stereotype

content gradually solidifies users' stereotyped

expectations of gender roles. At the same time, the

consumerist orientation of content weakens users'

focus on gender equality issues and makes them more

inclined to cater to society's traditional expectations

of gender roles.

By analyzing the communication mechanism of

gendered content, this study puts forward a series of

optimization suggestions, including introducing

communication value factors, supporting gender-

diverse narratives, and improving users' digital

literacy. These strategies aim to promote the

optimization of the platform content ecology, reduce

the negative impact of gender stereotypes, and

promote the promotion of public awareness of gender

equality. In the future, social media platforms should

assume greater social responsibilities with a more

open and diverse perspective, and contribute to the

spread and realization of gender equality.

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