The postfeminist entrepreneurial self and the platformisation of labour: A case study of <i>yesheng</i> female lifestyle bloggers on Xiaohongshu

Yesheng (野生), which literally translates to ‘wild growing’, is a Chinese internet term describe social media creators who do not have contracts with multichannel network companies and operate their accounts independently. Drawing from in-depth interviews eight current former yesheng female lifestyle bloggers on the platform Xiaohongshu (小红书), this article examines gendered entrepreneurial labour in relation platformisation of digital networks through case study. On one hand, taking gender class formation into account, I propose that showcase kind postfeminist entrepreneurialism specificities, encouraged by development platforms wanghong economy. other bloggers’ governed, regulated commercialised powerful platforms. Situated broader context politics contemporary China, demonstrates complexities perspective feminist studies.