Representing cervical cancer in a government social media health campaign in China: moralizing and abstracting women’s sexual health

This article analyses an award-winning film produced as part of the Chinese government’s ‘Healthy China Initiative’ to increase awareness of cervical cancer among young women. The film was designed to be social media friendly, using a more accessible popular style, and it achieved over 350 million views on Chinese social media. The aim had been to shift away from a tradition of more formal, authoritative public information content. Using multimodal critical discourse analysis in the broader tradition of critical health communication studies, the findings support other critics of Chinese public health information in relation to women’s reproductive health. Despite the accessible style, the authors find a highly conservative ideology of womanhood, where the actual nature of cervical cancer, caused by the very common Human Papillomavirus, is obscured in a highly moralized message about sexual abstinence. The film also represents a view of Chinese health services that glosses the difficulty of access for many, as well as public concerns about corruption and clientelism.