#metoo activism without the #MeToo hashtag: online debates over entertainment celebrities’ sex scandals in China

Hashtag activism is a common practice of digital feminism to challenge patriarchal orders. As the Chinese government has intensified its control over social media, a notable feature of the ongoing #MeToo movement is the absence of the hashtag itself. Within tightened state control online, how does hashtag activism build upon network connections to continue its impact without the hashtag? In this research, we compare the two largest sex scandals of 2021 involving prestigious male celebrities. We argue that online debates surrounding A-list celebrities' sex scandals have facilitated virtual spaces for public discussion on structural gender inequalities in both public and private domains, even without the obvious #MeToo hashtag. Consequently, public discussion has popularized feminist concepts to help articulate these events. However, besides online discourse using male celebrity misconduct as a conduit to disentangle the inner workings of patriarchal institutions, misogynistic media practices and decoupling media strategies, like emphasizing the cases' non-Chineseness, have been equally rampant to divert public attention. This article delineates the latest endeavors of Chinese digital feminism and reveals its promises and pitfalls when rallying online activism without a hashtag.