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Commentary: How ‘sissy males’ grew to become the newest entrance in China’s marketing campaign towards huge tech

TV dramas, movies and expertise exhibits produced by personal tech firms began to take off, whereas scores and advert revenues of state-owned tv stations tumbled.

Starting in 2016, the federal government began to censor net movies with the identical standards it had been utilizing for tv. Nonetheless, the restrictions appeared to solely encourage extra artistic and subversive expressions of sexuality on video streaming websites.

For instance, pictures of two males kissing and holding palms had been banned. So creators merely used dialogues and gestures, like intense eye contact, to convey intimacy.

Moreover, these guidelines didn’t regulate the bodily look of characters.

Since 2017, exhibits produced by the nation’s main video-streaming platforms – lots of which mimic the essential format of exhibits like American Idol and The Voice – have launched the careers of quite a lot of effeminate male celebrities.

These exhibits embody The Coming One and CHUANG 2021, which seem on Tencent Video, a streaming website owned by Tencent, the Chinese language expertise conglomerate that additionally owns WeChat.

In the meantime, Idol Producer and Youth With You seem on one other video service supplier, iQiyi, a subsidiary of Baidu, the Chinese language equal of Google. The male members in these exhibits are sometimes younger, gown in unisex clothes, and apply orange-red eye shadow and lipstick, together with heavy make-up that whitens their pores and skin and thickens their eyebrows.


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