Beyond a neologism: “youni nan,” “youni nv,” and the contested landscape of everyday feminism in China

This paper examines the women’s neologism youni nan (literally “greasy men”) as a manifestation of everyday feminism in Chinese social media discourse, focusing on how women engage with and mobilize this term. Based on netnography on Weibo, Rednote, and Douyin, it reveals how women utilize the phrase to address subtle sexism, share their experiences, and foster a sense of collectiveness. Through parodying youni nan, they perform masculinity in ways that deconstruct male superiority, subvert the male gaze, and humorously challenge the “sacredness” of patriarchy. However, the emergence of youni nv (literally “greasy woman”) complicates these practices. Often used in a post-feminist mode, it illustrates how feminist language can be depoliticized and absorbed into misogynistic discourse, raising questions about the efficacy of everyday feminism. A case study of female KOL @gu highlights tensions in debates over youni nv, reflecting the contradictory nature of post-feminist media culture, where feminism and anti-feminism frequently intersect.