ABSTRACT
Chapter 7 provides a social semiotic analysis of the multimodal construction of ideal manhood in male participants’ self-introduction videos in a popular Chinese reality dating show. A framework is developed to model identity as evaluative attributes and to explicate how they are constructed through linguistic and visual resources. Analysis of ninety-one videos shows two versions of idealized Chinese masculinity, namely, modern masculinity (mainly embodied by participants who have won a date), and traditional masculinity (mainly embodied by participants who have not won a date). Modern masculinity highlights career-oriented qualities, socio-economic status, and luxurious lifestyles, while traditional masculinity highlights family values, skills in Chinese cultural heritage, and class mobility. The distinction of modern and traditional ideal manhood effectively captures the heterogeneity of hegemonic masculinities in China and the detailed multimodal discourse analysis provides empirical evidence for their complexity. The findings provide new understandings of the complexity of Chinese masculinity in the dating show context, which reflects the influence of capitalist globalization on the one hand, and the government’s attempt to govern public conduct and morality on the other.
