Shattering the silence: exploring the role of Chinese online sexual health influencers in promoting sex education

ABSTRACTIn the context of the rapidly evolving social media landscape with the potential to revolutionise sexual health education, this article presents a critical discourse analysis and qualitative content analysis of the top 10 Chinese sexual health influencers’ online discourses regarding sex and sexuality. Findings suggest that influencers utilise a range of destigmatisation strategies to facilitate sex education within a heavily censored social media environment. These include widening understandings of normalcy, using relatable images and alternative terminology to discuss sexuality, and incorporating paradoxical narratives that seek to navigate between empowering women and reinforcing self-regulation. However, the effectiveness of influencers’ work is constrained by a complex web of factors, including the stringent censorship and content control enforced by the Chinese government, the economic interests that shape platforms’ algorithms and advertising practices, and the persistence of societal and cultural norms that perpetuate harmful stereotypes and attitudes regarding sexual health. This study illuminates the complexities of online sex and sexuality education and sheds light on both the potential and limitations of influencers in fostering open and more inclusive dialogue about sexuality.KEYWORDS: Chinaonline sexual health influencerssex educationdestigmatisation strategiescritical discourse analysis Disclosure statementNo potential conflict of interest was reported by the authors.Notes1. Homophones are words with similar sounds but different meanings. In China, homophones are often may used to circumvent censorship of sensitive topics. For example, influencers often use the word 紫薇 (ziwei, wisteria) to imply 自慰 (ziwei, masturbation) since they sound similar to one another in Chinese.