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New SK-II Commercial Shows the Strong Message of China’s “Leftover Women”

A new ad campaign by skin care brand SK-II on China’s ‘leftover women’ has gained huge support on Chinese social media.

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A new ad campaign by skin care brand SK-II titled ‘She Finally Goes to the Marriage Corner’ (她最后去了相亲角) has gained huge popularity on Chinese social media. The short video shows how women, pressured to get married by their families and society, pluck up the courage to speak out and get their message heard.

The Japanese cosmetics company SK-II released its new campaign film on April 6, which attracted over 1.2 million views on Chinese video platform Youku within a day. The film, titled ‘She Finally Goes to the Marriage Corner’, seems to have touched the hearts of many “leftover women” in China.

“I will not die unless you get married!”

In China, marriage often comes with social and familial pressure. This holds particularly true for women. Once over 25, single girls are soon tagged “leftover women” (剩女), and the immense pressure to marry comes into play.

crying

The pressure reveals itself in various ways. Parents suddenly seize every opportunity to investigate your ‘relationship status’, and vague relatives show their surprise upon hearing still single. Married friends become the ‘perfect examples’ that pop up during dinner talk: “Look at ***, her child can go buy soy sauce now!” Spring Festival, usually the time for family cosiness, turns into a nightmare where you are constantly bombarded with questions and unwanted advice concerning your marital status. You may even find yourself in an awkward situation where you are lured into meeting a total stranger on a blind date.

But it is always the parents who are the most concerned. In the ad campaign, moms and dads express their worries over their single daughters, saying “don’t be so picky!”, “you’re already a leftover woman now”, “please get this solved as soon as possible”, and: “one day your single status will be a heavy burden to our heart”. The most serious of these concerns appears in the beginning of the film, where a man’s voice says resolutely: “Father will not die unless you get married!” (“你一天不结婚,父亲就一天不死”)

Marriage Corner, People’s Square, Shanghai

Why is marriage so important in China? In SK-II’s campaign, it is mainly explained through Chinese culture, where the traditional view holds marriage as an indispensable part of life, and where there’s a conception that only married women are ‘real’ women. Another cultural aspect is the Confucian philosophy of filial piety, a virtue of respect for one’s father. Not getting married is perceived as a defiance of filial piety.


The SK-II ad campaign that has gone viral on Chinese social media.

The pressure to marry becomes real tangible at the ‘marriage corner’ in People’s Square, Shanghai. For several years, parents get together at People’s Square at weekends. They write their children’s information on a piece of paper, including their appearance, job, income, education, and whether they have an apartment or a car. Parents can then look if any of the posted persons fits their ideal of the perfect son- or daughter-in-law. In 2014, an app named “Marriage Corner at People’s Square” was even published for iOS systems, allowing parents to continue their search online.

Although the marriage corner is a popular spot for parents helping their kids look for a partner, young people are generally not particularly enthusiastic about this idea. In the ad campaign, one woman says the marriage posts are like “commercial advertisement to sell a product.”

“I don’t want to marry for marriage’s sake. I will not be happy.”

In the final part of the video, the featured “leftover women” decide to go to the Marriage Corner themselves. Not to surrender to the pressure and settle on a husband, but to make their own “advertisements” with smiling pictures, saying: “I don’t want to marry for marriage’s sake; even single, I have a happy life which I love.”

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‘Confident’, ‘independent’, ‘life-loving’ – that is how these women define themselves. One father responds saying: “If she is happy with being single, we will respect her choice.”

Chinese netizens have collectively expressed their support for the women in the film. One netizen says, “Whether I am married or not is nobody’s business… even if I don’t marry until I’m 80, as long as I am happy, my dad has no say in it.”

Many also write about their wish to be the boss over their own marriage choice. Another netizen says: “Our society has always taught women how to lower their heads; it has never really respected women (..). I wish all girls live a happy, confident and courageous life!”

Calling for change in traditional view on women

The popularity of SK-II’s ad campaign is not surprising. Its chosen topic is a hot topic in China recently, as discussions about traditional views on women regularly flare up on social media.

On March 26, the story of a 27-year girl attempting suicide due to marriage pressure triggered heated discussions on Weibo. Many netizens identified with the girl, and told of their own experiences of being ‘forced to marry’ (逼婚).

Earlier this week, a heated discussion erupted about how society treats women, after the attack of a woman in a Beijing hotel.

Popular Weibo accounts such as Women’s Rights Voice post daily updates on women in China, their portrayal in the media, and gender equality.

pressure

Meanwhile, the SK-II video is still being shared and discussed on Chinese (social) media. Many netizens praise the brand for its smart marketing, others only see the message it brings: “Don’t let other people determine your future for you.”

– By Diandian Guo

©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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Diandian Guo is a China-born Master student of transdisciplinary and global society, politics & culture at the University of Groningen with a special interest for new media in China. She has a BA in International Relations from Beijing Foreign Language University, and is specialized in China's cultural memory.

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Backgrounder

What Are Weibo’s “Super Topics”?

Explaining Weibo’s “Super Topics”

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What are Weibo’s “Super Topics” (超级话题) and what makes them different from normal hashtags?

Over the past year, Weibo’s so-called “Super Topics” (超级话题) have become more popular on the social media platform as online spaces for people to connect and share information.

Weibo’s “super topic” function has been around since 2016. The function allows Weibo users to create and join interest-based content community pages that are online groups separated from the main Weibo space. One could perhaps compare these Weibo Super Groups to ‘mega-threads’ or ‘subreddits’ on Reddit.

These are the most important things to know about Weibo’s Super Topics:

 

#1 A Super Topic is Not the Same as a Hashtag

Similar to Twitter, hashtags make it possible for Weibo users to tag a topic they are addressing in their post so that their content pops up whenever other people search for that hashtag.

Different from Twitter, Weibo hashtags also have their own page where the hashtag is displayed on top, displaying how many people have viewed the hashtag, how many comments the hashtag is tagged in, and allowing users to share the hashtag page with others.

A Super Topic goes beyond the hashtag. It basically is a community account where all sort of information is shared and organized. People can ‘follow’ (关注) a Super Topic and can also ‘sign in’ (签到).

On the main page of every Super Topic page, the main subject or purpose of the super topic is briefly explained, and the number of views, followers, and posts are displayed.

A super topic-page can be created by any Weibo user and can have up to three major hosts, and ten sub-hosts. The main host(s) can decide which content will be featured as essential, they can place sticky notes, and post links to suggested topics.

 

#2 A Super Topic Is a Way to Organize Content

Super Topic pages allow hosts to organize relevant content in the way they want. Besides the comment area, the page consists of multiple tabs.

A tab right underneath the main featured information on the page, for example, shows the “sticky posts” (置顶帖) that the host(s) of the page have placed there, linking to relevant information or trending hashtag pages. Below the sticky notes, all the posts posted in the Super Topic community are displayed.

One of the most important tabs within the Super Topic page is called “essential content” (精花), which only shows the content that is manually selected by the host(s). This is often where opinion pieces, articles, official news, or photos, etc. are collected and separated from all the other posts.

Another tab is the “Hall of Fame” (名人堂), which mainly functions as a reference page. It features links to the personal Weibo pages of the super topic page host(s), links to the Weibo pages of top contributors, and shows a list of the biggest fans of the Super Topic. Who the biggest fan of the page is, is decided by the number of consecutive days a person has “checked-in” on the page.

 

#3 Super Topics Are a Place for Fans to Gather

Although a Super Topic could basically be about anything, from cities to products or hobbies, Super Topics are often created for Chinese celebrities, video games, football clubs, or TV dramas.

Through Super Topic pages, a sense of community can be created. People can be ranked for being the most contributive or for checking in daily, and comment on each other’s posts, making it a home base for many fan clubs across China.

The host(s) can also help somebody’s page (e.g. a celebrity account) grow by proposing them to others within the group.

Super Groups are ranked on Weibo based on their popularity. This also gives fans more reason to stay active in the group, making their Super Topic top ranking within their specific category (TV drama, food, photography, sports, games, etc).

What makes the Super Topic group more ‘private’ than the common Weibo area, is that people posting within the Super Topic can decide whether or not they also want their comment shared on their own Weibo page or not. If they choose not to, their comments or posts will only be visible within the Super Topic community.

 

By Manya KoetseGabi Verberg, with contributions from Boyu Xiao

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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China Insight

Visual China Group Under Fire for Claiming to Own Copyrights to Black Hole Image, National Flag, and Practically Everything

If the Visual China Group isn’t selling the copyrights of your images, you’re a nobody.

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The Visual China Group’s website has been temporarily shut down after controversy over the company claiming the copyrights of the black hole image and the Chinese national flag in its library of stock photos and illustrations. The question “Have you been watermarked by the Visual China Group yet?” has become a hot topic on Weibo.

The Beijing-based photo and media agency Visual China Group (视觉中国) is under fire for claiming they own the copyright in China of the first-ever supermassive black hole photo that has been making international headlines this week.

Screenshots from the Chinese company’s website showed that the image, that was captured by the telescope network of Event Horizon Telescope (EHT) through the collective efforts of 200 astronomers around the world, was claimed to belong to the Visual China Group and that it could only be used by others after purchasing copyright for it.

Visual China Group is also dubbed the “Getty of China” by some English-language media. Getty is a leading American supplier of stock images and photography. Noteworthy is that the Weibo page of Visual China Group also has the url “www.weibo.com/gettyimages.”

According to Business Times, the image’s original copyright belongs to European Southern Observatory (ESO) and is licensed under a Creative Commons license, which means it may be used on a non-exclusive basis to be reproduced without fee if the credit is clear and visible.

Screenshots of a chat conversation with the Visual China Group are making its rounds on Chinese social media, in which a representative of the company suggests the black hole image belongs to them and can only be used after fees are paid.

On Friday, April 12, various Chinese media reported that the Visual China Group’s website was temporarily shut down after receiving orders from the Tianjin branch of China’s internet watchdog (天津市互联网信息办公室) on Thursday night to rectify its online library.

The controversy over Visual China Group grew bigger when it was discovered that China’s national flag, emblem, Mao’s portrait, and many other images were also watermarked by the company. The Weibo account of China’s Communist Youth League (@共青团中央) was one of the groups calling the company out for this on April 11, writing: “Does the copyright of the national flag and national emblem also belong to your company, @VisualChina?”

The Communist Youth League’s post received more than 110000 comments and was shared over 91700 times at time of writing. Various companies, including Phoenix News, Ctrip, Haier, Xiaomi, and Suning, also joined the discussion in the Communist Youth League’s thread, wondering why their logos or images were also listed in the Visual China Group’s copyright database.

So many companies found their logos and images to be listed in the Visual China Group’s library, that the question “Have you been watermarked by the Visual China Group yet?” started making its rounds online, with many netizens joking that practically every image in China had been claimed by the company.

Companies such as China Merchants Bank joked around in the comment sections, wondering why their logo had not been watermarked by the company yet. Alipay also joined the discussion, saying: “Have we come too late?”

Digging up more dirt on the Visual China Group has almost become somewhat of an online challenge for some Chinese netizens over the past two days. One commenter pointed out that photos of Taipei were labeled as photos of the ‘capital’ on their site, triggering hundreds of reactions on the company’s political stance on the Taiwan issue.

By now, the Visual China Group has apologized on its official Weibo account, stating they would review their online database in accordance with relevant laws and regulations to avoid similar situations in the future.

It is not clear when the site will be back online.

By Manya Koetse and Miranda Barnes

Spotted a mistake or want to add something? Please email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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What’s on Weibo provides social, cultural & historical insights into an ever-changing China. What’s on Weibo sheds light on China’s digital media landscape and brings the story behind the hashtag. This independent news site is managed by sinologist Manya Koetse. Contact info@whatsonweibo.com. ©2014-2018

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