The Aesthetics of Empowerment: How Social Media Markets the “Independent Woman” in the Age of Algorithm

Jinrui Xu

doi:10.54254/2753-7064/2025.HT26143

Communications in Humanities ResearchOpen access

The Aesthetics of Empowerment: How Social Media Markets the “Independent Woman” in the Age of Algorithm

Research Article

Open Access

The Aesthetics of Empowerment: How Social Media Markets the “Independent Woman” in the Age of Algorithm

Jinrui Xu ^1*

¹ The University of Sydney

^*Corresponding author: jixu6770@uni.sydney.edu.au

Published on 20 August 2025

CHR Vol.75

ISSN (Print): 2753-7072

ISSN (Online): 2753-7064

ISBN (Print): 978-1-80590-317-8

ISBN (Online): 978-1-80590-318-5

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Abstract

In the era of social media and consumer culture, the concept of "independent women" has undergone a significant transformation - from a politically grounded and critical idea to a commodified and visually standardized ideal image. This article explores how brands and social platforms utilize the narrative of women's independence strategically to serve commercial interests. Drawing on gender studies, media theory, and consumer culture, this article employs text analysis, case studies (such as Tmall's "Queen's Day" and SK-II's advertisements), and public sentiment observations obtained from platforms like TikTok, Xiaohongshu, and Weibo. The article finds that algorithm-driven recommendation systems and culture prioritizing labels favor aesthetic and consumable female images, while influencers actively replicate these images to conform to the logic of traffic flow and brand sponsorship. Although such depictions resonate with some members of the public, they also trigger "independence anxiety" and criticism of "false autonomy", especially when women strive to meet narrow idealized standards. Ultimately, this article argues that discussions on gender issues in the digital age should adopt a more inclusive and morally conscious approach.

Keywords:

Commerce, Independent, Women, Social media, Consumer

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References

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References

[1]. Shao, C. (2023). The influence of consumer culture on feminist consciousness in social media field. SHS Web of Conferences, 179, 03010. https: //doi.org/10.1051/shsconf/202317903010

[2]. Banet-Weiser, S. (2018). Empowered: Popular feminism and popular misogyny. Duke University Press.

[3]. Ghasemaghaei, M. (2024). Ethics in the Age of Algorithms: Unravelling the Impact of Algorithmic Systems. Information Systems Journal, 34(2), 156-178. https: //doi.org/10.1111/isj.12572

[5]. Metzler, H., & García, D. (2023). Social Drivers and Algorithmic Mechanisms on Digital Media. Perspectives on Psychological Science. https: //doi.org/10.1177/17456916231185057

[7]. Zhou, Y., & Li, X. (2024). Postfeminist digital labor and lifestyle branding on Xiaohongshu. Pacific Focus, 39(1), 123-150. https: //doi.org/10.1111/pafo.12260

Cite this article

Xu,J. (2025). The Aesthetics of Empowerment: How Social Media Markets the “Independent Woman” in the Age of Algorithm. Communications in Humanities Research,75,40-45.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICADSS 2025 Symposium: Consciousness and Cognition in Language Acquisition and Literary Interpretation

ISBN: 978-1-80590-317-8(Print) / 978-1-80590-318-5(Online)

Editor: Yanhua Qin, Enrique Mallen

Conference website: https://2025.icadss.org/Huntsville.html

Conference date: 17 September 2025

Series: Communications in Humanities Research

Volume number: Vol.75

ISSN: 2753-7064(Print) / 2753-7072(Online)

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