Protection or commodification of women? Discursive construction of bridewealth on Chinese social media

Bridewealth, the long-standing practice of groom-to-bride monetary transfer, is now facing growing backlash in China. Researchers mostly approach bridewealth from the perspectives of anthropology and economics, highlighting its social impact yet leaving public opinions on it less heeded. To fill this niche, this study collected the most "liked" 5,000 posts from Sina Weibo, identified dominant themes of bridewealth supporters and detractors, and analyzed how these themes are (de)legitimatized. Drawing on feminist critical discourse analysis and van Leeuwen's analytical toolkit, content analysis reveals that supporters mainly see bridewealth as a protection of women, an investment in the new families, and a worthy tradition to follow, whereas opponents associate it with the commodification of women, financial challenges to men's natal families, and long-gone feudal shackles. These themes are enacted with strategies like rationalization, moralization, victimization, and authorization. This study stands out for situating bridewealth in media studies and illuminating the contested public discourse on it. More importantly, given that most supporters are women and they bear the brunt of the family-work balance, the study also gives voice to the much-silenced women's marriage-related concerns in institutional media so that their welfare and self-actualization can be accommodated in future policy-making.