“A strong diewei” – A critical investigation of gendered neological metaphors on Weibo

Contributing to the growing literature on discursive strategies against male-dominated gender discourse in the Chinese digital space (e.g., Chen and Gong, 2023), this study investigates a popular neological metaphor – diewei (“爹味” − literally, a smell of father, figuratively, a sense of fatherhood) coined by Chinese microblogging users on Weibo. Similar to mansplaining in English, diewei was originally adopted to describe men’s patronizing, condescending, and overconfident speech style (Bridges, 2017). Drawing on the cultural reference to Chinese fatherhood, diewei represents irony against the authoritative role of the father privileged by patrilineal Chinese family ethics, employed to evaluate others’ overbearing speech styles, attitudes, and behaviors. From a dataset of 198 Weibo posts, we identified three strategic adoptions of diewei based on linguistic and communicative functions. These include (1) markers of masculine essence, (2) metapragmatic commentaries, and (3) personal labels. We then adopt critical discourse analysis (CDA) to explore how gender relationships are discursively produced, represented, and resisted in the diewei discourse through the above adoptions. Our findings suggest that diewei instantiates the pragmatic expansion of gendered metaphors at the expense of dominant masculinity, constituting feminist irony against the authoritative fatherhood in China’s digital space.