Visual-Textual Synergy: A Multimodal Analysis of Female Identity Construction in Xiaohongshu Digital Advertising

This study investigates the construction of female identity through multimodal (visual-textual) resources in Xiaohongshu digital advertising, focusing on YSLs 1966 lipstick advertising video. Integrating Multimodal Discourse Analysis (MDA), Gender Performativity Theory, and Russells Circumplex Model of Emotion, a mixed-methods experiment engaged 10 female participants and 30 valid questionnaires results with interview results to compare three video versions: image-only, text-only, and full-modality. Results demonstrated that the full-modality condition elicited the strongest emotional engagement, with significant correlations between pleasure, confidence, and reduced stress. The synergy of visuals and textual affirmations reinforced narratives of modern femininity characterized by autonomy and aspiration. Future research should include a larger sample size and multiple product focus, and further expand to cross-cultural contexts, non-binary identities, and auditory modalities to deepen understanding of multimodal identity construction. This study highlights the transformative potential of multimodal advertising in shaping social perceptions of gender and urges critical engagement with digital medias symbolic complexity.