Non-Marriage Doctrine or Bu Hun Zhu Yi in China: Unmarried Aunt as a New Portrayal of Women on Wechat Subscription Accounts

In recent years, the phenomenon of not getting married or late marriage among young Chinese people has become increasingly serious, while unmarried women are more subject to traditional gender norms from families and society. Against this background, a short video titled Unmarried aunt hands out red packets quickly became popular on Chinese media platforms during the 2023 Spring Festival. To explore the new media portrayal of the unmarried aunt, this qualitative study selected 17 articles on the WeChat Subscription Accounts (WSAs) as the unit of analysis. Referring to feminist communication theory, this paper reveals two interconnected dimensions of representation: external and inner traits. Externally, the figure is portrayed through markers of sophistication, constructing an image of affluent independence. Internally, narratives transcend superficial depictions to position the unmarried aunt as a multifaceted agent of social change: an enlightener, a rebel, a trailblazer, and an emotional anchor offering alternatives to motherhood. Central to these portrayals is the theme of economic independence, framed as both a material and symbolic tool for resisting societal pressures tied to marriage and motherhood. Financial autonomy is depicted as enabling spiritual empowerment (self-worth, confidence, freedom) while aligning with feminist discourses increasingly visible in Chinese media. Findings underscore the unmarried aunt as a contested cultural symbol, embodying the possibilities and limitations of female agency in a rapidly evolving sociopolitical landscape.