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Background information and research questions 

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Background information and research questions 

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"Misogyny" is a phenomenon that is prevalent in traditional social contexts. According to sociologist Johnson (2000), misogyny is a psychology and phenomenon of hatred or prejudice against women, which includes sexism, devaluation of women, violence against women and objectification of women.

With the popularity of social media and video sites, internet users are being labeled and divided into different online groups, forming communities based on shared interests. A new sexist discourse is being produced and disseminated in the "beauty video circle", which is closely linked to women's lives. Self-media beauty bloggers (video producers) and the beautiful videos they produce attract a large number of female followers, but at the same time, they still face gender challenges and discrimination. It is useful to note that much of the discriminatory discourse against self-published beauty bloggers are produced by female Internet users through online comments. In the comment sections and pop-up screens of such videos, vicious, jealous and mocking texts against female bloggers produced by female audiences can be found everywhere, and this kind of female dislike hidden in the "beauty video circle" constitutes another picture outside the gender-affirmative world of the Internet.

Based on this, this study takes the phenomenon of female disgust in the "Beauty video circle" of online women area as the breakthrough point, trying to describe women's consciousness of rights and the traces of male domination hidden behind it, and tries to answer the following questions:first of all, in the field of beauty video, how do women's disgust discourse come into being? Secondly, why do women's aversion discourse exist widely in the network women's autonomous region? Finally, based on the internet background of misogyny, how do we understand the impact of the new media era on gender discrimination?

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The media object selected in this paper is "Beauty video circle", which is very popular in China. Based on Chizuko Ueno's (2011) concept of the "autonomous region for women," we expand the programme concept to cyberspace in the age of digital media. In this study, we chose the beauty video area under the fashion channel of Bilibili, a cultural community with a high concentration of young audiences in China, as the specific "autonomous region for online women". The main object of analysis is the malicious comments on same-sex people in the beautiful videos of female producers. Therefore, the two main research methods selected to analyze user comments in beauty videos are content analysis and critical discourse analysis.

Systematic content analysis was first used by Lasswell to analyze the content of political propaganda, which he originally defined as who said what, through what channels, to whom, and with what impact (1927). This definition of "who said what, to whom" is the focus of the analysis in a single scenario where the viewer comments on the beauty videos.There are five principal steps of this content analysis:
1. Select a sample: from 2018 to 2019, watch the top 50% of the videos with the highest annual beauty trends, select the sexist comments in the the comment section below the video, and determine whether the gender of the speaker is female or not based on their ID information, tone of voice and speaking history. Mark as valid text, if the user's gender identity cannot be determined, it will be recorded as doubtful text.
2. Design groups: comments are grouped according to their specific content, such as negative comments about a female blogger's appearance, humiliating comments about her makeup, or misogynistic comments about how women shouldn't wear makeup, etc.
3. Grouping: categorize the collected comments according to their content according to the groupings in Part II.
4. Documenting key issues and phenomena: by sorting out and analyzing the content of the comments, then find out the comment texts which express the feeling of being disgusted with women
5. Statistical analysis: conduct further research and analysis and draw final conclusions

This paper attempts to examine the phenomenon of female-on-female misogyny in social media language from the perspective of critical discourse analysis. By analyzing the linguistic features of discourses and the socio-historical context in which they are produced, critical linguists examine the ideological meanings behind linguistic structures and proceed to reveal the complex relationship between language, power, and ideology. This paper will analyze selected comments after introducing the relevant theories of critical discourse analysis, and by implementing the powerful analytical tools of critical discourse analysis such as transformation, categorization, concatenation, and mood to practice. This will expose the phenomenon of internalized misogyny under beauty videos.

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It is found that there are a large number of sharp and aggressive remarks in the video bullets and comments of the "Beauty video circle". They change their words and expressions, and their direction is only one, that is, personal attacks on the beauty video vloggers. At the same time, these vicious remarks have not been widely resisted. Instead, female video viewers hold a kind of acquiescence and connivance attitude.
The contents of malicious comments can be summarized into the following two aspects: negative evaluation of women's appearance and body; more conjecture and imagination mixed with disgust, materializing women

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1. Chizuko Ueno (2011). Disgusting women: Japanese women're aversion (translated by Wang Lan). Shanghai: Shanghai Sanlian bookstore
2. Fowler, R.(2002). Critical Disourse Analysis. London & New York: Routledge
3. Holland, J. (2006). A brief history of misogyny: The world's oldest prejudice. London: Robinson Publishing
4.Lee Edwards, Fiona Philip & Ysabel Gerrard (2020). Communicating feminist politics? The double-edged sword of using social media in a feminist organization, Feminist Media Studies, 20(5), 605-622