Meme and label: Media convergence and digital visibility of ‘Mutai Danshen’ in Chinese audiovisual media

The term ‘Mutai Danshen’ (母胎单身), referring to individuals who have never been in a romantic relationship, has recently gained significant cultural prominence in China. This study explores how media convergence enhances the digital visibility of ‘Mutai Danshen’ within Chinese audiovisual media. Using a case study approach combined with netnography, it is argued that media convergence facilitates both the memeification and stigmatization of ‘Mutai Danshen’ by enabling interactions across diverse media formats, thereby amplifying its online visibility. As the term interacts across different media, it evolves from a niche internet buzzword into a widely recognized social phenomenon. This process reshapes public perceptions of singlehood and marital norms, creating a dynamic environment where ‘Mutai Danshen’ becomes both a humorous meme and a contested social label. This study showcases media convergence’s role in the process of gaining visibility in audiovisual media, which furtherly offers a mechanism for the dissemination and negotiation of cultural identities, underscoring the transformative potential of integrated media landscapes in shaping contemporary social narratives.