媒介逻辑与身份协商：跨平台视域下Z世代“催婚”话语策略研究

Media Logic and Identity Negotiation: A Cross-Platform Perspective on the Discursive Strategies of Generation Z in the “Marriage Pressure” Discourse

摘要: 本研究聚焦于Z世代在社交媒体“催婚”议题中的话语实践，采用内容分析法，通过跨平台比较视角，分析了Z世代在微博、小红书、B站的话语策略。研究发现，面对催婚青年并非简单抵抗或妥协，而是基于平台媒介逻辑进行策略性协商：在微博偏向理性论证，在小红书侧重情感共鸣，在B站则多见戏谑解构。这种差异化的“身份协商”表明，线上话语不仅是压力应对，更是群体身份塑造的语境化实践。研究为理解媒介逻辑如何影响日常沟通与代际互动提供了参考。

Abstract: This study focuses on the discursive practices of Generation Z concerning the culturally specific issue of “marriage pressure” (cuihun) on Chinese social media. Adopting a cross-platform comparative lens and employing content analysis, it examines the discursive strategies deployed by young users across three major platforms: Weibo, Xiaohongshu, and Bilibili. The findings reveal that, in responding to intergenerational pressure regarding marriage, young adults do not engage in mere resistance or compliance. Instead, they perform strategic “identity negotiation” deeply mediated by the distinct logic of each platform: discourse leans towards rational argumentation and framing on Weibo (a public-opinion arena), prioritizes emotional resonance and community-based sharing on Xiaohongshu (a lifestyle and experience community), and frequently employs playful deconstruction and subcultural sarcasm on Bilibili (an interest-based video community). This differentiated mode of negotiation demonstrates that online discourse serves not only as a reactive tactic to social pressure but, more fundamentally, as a contextualized practice of in-group identity formation and performance. The study offers insights into how platform-specific media logics concretely shape everyday communication and the dynamics of intergenerational interaction in digital China.