"Online socialite" has become a popular internet buzzword in China in recent years. Originally referring to female internet celebrities who purchased luxury goods through group buying and then pretended to be "socialites" in high-end places to attract attention, a series of "X socialites" emerged on the internet, such as "Buddha socialites" (beautiful and sexy ladies in a Buddha temple), which caused controversy and discussion.

This study examines the connotation evolution and communication characteristics of the internet buzzword "X socialites" from the perspectives of linguistics and communication, based on the 5W model of communication. Content analysis and focus group discussions were employed as research methods for this study.

The study finds that the evolution of the term "socialite" reflects the changing evaluation standards and cognitive changes towards women in different periods of Chinese society. The emphasis has shifted from the focus on inner spiritual qualities in the past to the pursuit of external material possessions today. The internet term "X socialites" not only retains the core concept of "socialites" as a "beautiful woman" but also introduces negative connotations, such as creating fake personas and engaging in behaviors that violate public values in order to attract followers for financial gains.

It is noteworthy that, whether in traditional society or the internet age, the commercial pursuit and consumption of female beauty behind different images are the focus of public criticism that cannot be ignored.

Authors:
Zhongyi Yan, The University of Hong Kong, Hong Kong
Yutao Liang, The University of Hong Kong, Hong Kong

About the Presenter(s)
Ms Zhongyi Yan is a University Postgraduate Student at The University of Hong Kong in Hong Kong

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