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As a dominant platform for information exchange, social media has become a critical space for youth discourse. The Dong Yuhui promotional content controversy, which went viral on social media, has triggered significant public attention and youth engagement. This incident not only reveals young people’s reflections on social reality but also exemplifies their complex discursive practices online. Through discourse analysis of user-generated content related to the controversy, this study identifies three intertwined discursive characteristics—involution, resistance, and compromise. These narratives construct symbolic boundaries and shared experiences, leveraging societal critique and emotional appeals to mobilize netizens.

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Involution, Resistance, and Compromise: The Representation Youth Discourse in Social Media—A Case Study of Dong Yuhui’s Promotional Content Controversy

  • 会议论文

  • 发表日期：

    2026年

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  • Xia Wang,
  • Jingxuan Song

摘要

As a dominant platform for information exchange, social media has become a critical space for youth discourse. The Dong Yuhui promotional content controversy, which went viral on social media, has triggered significant public attention and youth engagement. This incident not only reveals young people’s reflections on social reality but also exemplifies their complex discursive practices online. Through discourse analysis of user-generated content related to the controversy, this study identifies three intertwined discursive characteristics—involution, resistance, and compromise. These narratives construct symbolic boundaries and shared experiences, leveraging societal critique and emotional appeals to mobilize netizens.