“Why does he appear so ordinary, but he can be so confident”

Abstract Adopting proximization theory as its analytical framework, this article examines the feminist discourse of controversial Chinese talk show performer Yang Li. Yang’s talk show is known for her incisive and sarcastically humorous remarks on men, and her speeches have aroused widespread controversies. Our analysis finds that by positioning herself and other women as the inside deictic-centers (IDCs) within her constructed discourse space, Yang tactically presents the spatial, temporal and axiological proximization from the outside deictic-centers (ODCs) mainly composed of men. Yang’s version of the controversial feminism has revealed gender inequality and conventional patriarchy in contemporary society; but the reliance on male- and class-based gender stereotypes and the imagery projected from past incidents to create gendered or even men-hating discourses has begot controversies and backlashes. This study also discusses how Yang’s controversial feminist discursive patterns are influenced by the platformization of daily life, and the commodification and entertainmentization of gender issues against the backdrop of contemporary Chinese society where neoliberalism, market, capital and convention coexist.