The Performative Politics of Branding: Reconstructing Gender Norms in Commercial Discourse
Qiu Chen

Liaoning University of International Business and Economics, Dalian, Liaoning, 116000；

Abstract：This paper examines hodw brands performatively construct and commodify gender norms in commercial discourse, using Judith Butler’s theory of gender performativity. Through critical discourse analysis of a Chinese brands- Ubras, the study reveals how brands appropriate feminist discourse to reinforce neoliberal values, transforming resistance into marketable commodities. Key findings include the entanglement of corporate feminism with state agendas, the commodification of empowerment, and the exclusionary effects of performative branding. The study concludes that brands act as agents of neoliberal governance, obscuring systemic inequalities through performative feminism.

Keywords：Gender Performativity；Brand Marketing；Critical Discourse Analysis

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