Responsibilization of weight management: a multimodal critical discourse analysis of losing weight articles in Chinese official WeChat posts

In response to the rising obesity rate in China, the Chinese government has used the social media platform WeChat to encourage the public to lose weight. This article investigates the losing weight posts in 健康中国 [Healthy China], the official WeChat account of the National Health Commission of the People’s Republic of China. Taking a multimodal critical discourse analysis approach, I identify the dominant discourses used to represent obesity and individuals related to obesity. One of the most prominent features of the discourses is a trend of responsibilizing weight management by three sub-discourses surrounding obesity, i.e. medical discourse (obesity as a disease), moral discourse (obesity as a self-management issue) and gendered discourse (obesity as a female and mothering issue). I explore how the responsibilization discourse might be understood in the context of China’s efforts in facilitating the making of health-conscious citizens, which echo neoliberal ideas that normalize individual responsibility for obesity. A special note is paid to women. Apart from the neoliberalism-underpinned responsibility, the posts also position women under the Confucian expectation of ‘responsible mothers’ in terms of childhood obesity. This may lead to dual-responsibilities for women and heighten the weight stigma women experience in the society.