What is counter-Versailles literature? – At the intersection of humblebrag, irony, and humor

Abstract The counter-Versailles literature (counter-VL) is born out of the resistance to Versailles literature (VL). The latter is in essence the same as humblebrags. Authors of counter-VL pretend to post VL but are essentially making up jokes or expressing ironies and self-mockeries. Based on the samples gathered from Weibo, this study divides counter-VL into two types according to how their non-VL nature is revealed. By identifying the echoed VL strategies, we investigate how the irony of VL and self-mockery are incarnated in counter-VL and result in humorous effects. This study also highlights the social and psychological factors that influence the creation and effects of counter-VL.