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Feminist ideas spread quickly while feminism remains unpopular by designIn contemporary China, feminism circulates widely across digital media, popular culture, and consumer markets, yet it remains politically precarious. Viral Dissent examines this paradox through an incisive study of feminist activism, misogyny, and gender politics in China's rapidly evolving digital landscape.

Drawing on interviews, ethnographic observation, and analysis of high-profile online controversies, Sara Liao traces the complex life of feminism in a system shaped by platform capitalism, techno-nationalism, and individual users. Feminist discourse spreads through social media campaigns, influencer culture, and viral debates, but its visibility-and survival-is carefully managed. Through case studies of #MeToo activism, anti-victim-blaming campaigns, online misogyny, and digital feminist groups, Liao conceptualizes "unpopular feminism," a feminism that operates as both a popular cultural genre and a stigmatized political project. Some forms of feminist expression are celebrated as part of the booming "sheconomy," while others-particularly those calling for collective action or structural change-face marginalization, censorship, harassment, and nationalist backlash.

Bridging media studies, gender studies, and transnational feminist theory, Viral Dissent offers a powerful account of how feminist struggle is reshaped at the intersection of capital, technology, state power, and everyday media use, illuminating the possibilities and limits of activism in an era of global platforms, commercialized visibility, and authoritarian governance.