Abstract
Social platforms have emerged as pivotal spaces for the construction of feminist discourse. On Rednote, empowerment narratives are reshaped through the dynamic interaction of algorithmic curation, affective engagement, and platform capitalism. Existing studies often emphasize emotional expression and commercial outcomes, yet they overlook how algorithms govern the visibility, selection, and framing of feminist content. This study analyzes #FemaleGrowth data from April to May 2025 and develops a triadic framework of algorithm, affect, and capital, drawing on mediatization theory, platform capitalism, and affective publics. The analysis reveals how feminist discourse is selectively curated, emotionally reinforced, and ultimately converted into commercially viable narratives. Findings show that Rednote privileges emotionally positive, commercially adaptable forms of "gentle empowerment," while emotional resonance signifi-cantly strengthens user interaction patterns. Female identity increasingly becomes a brand-driven, commodified symbol. While commercial logic dilutes feminist discourse's political edge, emerging counter-expressions may still hold significant potential to resist platform-driven constraints and preserve a more radical feminist voice.
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