Techno-semiotic resistance: A multimodal analysis of anti-surrogacy image-mediated commentary in Chinese digital discourse

Abstract

This paper conducts an in-depth analysis of anti-surrogacy image-mediated commentary (IMC) on Chinese social media through a multimodal social semiotic approach, highlighting how users creatively engage with digital platforms. The study reveals a predominance of text-oriented image-mediated commentary employing verbal anchorage against simplistic visual backgrounds, strategically enhancing the impact of anti-surrogacy narratives. These image-mediated commentaries serve as powerful tools for identity construction, with users assuming roles such as Mobilizers and Feminist Celebrators, fostering a dynamic interaction that strengthens community cohesion and advocacy strategies. Nonetheless, the research identifies radical feminist ideologies that focus on women’s victimhood, while simultaneously critiquing the image-mediated commentaries’ limitations in target specificity and systemic critique. The findings illuminate the complex interplay of digital resistance and ideological discourse, advancing our understanding of image-mediated commentary culture as a potent site for digital activism. This study invites future cross-cultural research into rhetorical strategies and their implications for global social movements.