Beyond Box Office Success: Gender Discourse and Algorithmic Polarisation in Ne Zha 2's Bilibili Controversies

Abstract

Ne Zha 2, released during the 2025 Chinese New Year, has achieved unprecedented box-office success. Despite this commercial triumph, the film has sparked intense debate on Bilibili regarding its gender representations across female character portrayal, male identity reconstruction, and LGBTQ+ elements. This research employs discourse analysis, sentiment analysis, and digital ethnography to examine how gender narrative conflicts are constructed in online discussions about Ne Zha 2 on Bilibili, one of China's most extensive streaming platforms. Using highly-viewed commentary videos (≥100,000 views) and their highest-rated comments, the study investigates users' discursive strategies in constructing gender narratives, emotional polarization in discussions, and the role of platform dynamics in shaping gender discourse. Findings reveal distinct gender discourse patterns, emotionalised responses, and the impact of Bilibili’s recommendation algorithms in amplifying gender issues, aesthetic differences, and ideological divisions. Situated within the broader context of Chinese online gender discourse, this study highlights how digital platforms mediate public perceptions of gender narratives, contributing to ongoing discussions about gender, digital culture, and algorithmic influence on online public opinion.