Shein Leverages U.S. Influencer Culture to Shape Narrative About Fast Fashion—and China
“Being a plus sized influencer means being constantly ridiculed for being fat,” said Kiera Wilson, a cultural writer and graduate student in intermediality at the University of Edinburgh. Many creators who are regularly criticized for their weight or appearance have cultivated a body-positivity movement, which Wilson says has trickled into a general positivity movement.
That “positivity” can show up in attempts to promote Shein, like when creators post unboxing videos of their hauls with voiceovers describing their evolution in self love. In other instances, creators might post fun-loving photos of themselves with positive captions and simply tag the brand. But persistent positivity is not reserved for the influencers of the fashion world. In China, the term "positive energy"—originally popularized organically by social media users—has been co-opted by Xi Jinping to promote content that comports with CCP policies and narratives. Its unclear definition gives it a boundless relevance when it comes to state control of online discourse in China. The Shein influencers’ videos would have a high chance at passing the positive energy censorship test—not exactly a badge of honor if one’s goal is to be truthful.
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