Beauty, binaries, and the big screen in China: character gender in feature films

Abstract

This study examines gender constructions of the main characters in Chinese top-grossing feature films, 2002–2011, and the sex of content creators in relation to film content. Content analysis of 332 characters reveals that women are more likely than men to be young, sexualized, and conform to an ideal image. Male characters are older and reflect traditional Chinese norms of masculinity. Women are rarely present among content creators and are most likely to be writers or producers. Findings indicate that Chinese film content reflects the growing Chinese beauty economy.