《Global Vision Research》

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The application of the principle of proportionality in administrative emergency measures
Chen Xinya.................................................................................................................................................... 1
Study on the correlation between water conservancy facilities operation efficiency and social demand data
Jiayou Xia Liu Yanfang................................................................................................................................ 5
The Performative Politics of Branding: Reconstructing Gender Norms in Commercial Discourse
Qiu Chen..................................................................................................................................................... 12
Theory and Practice of Artificial Intelligence Recommendation System in Precision Marketing--Taking TikTok
as an Example
Li Yingying................................................................................................................................................... 18
The integration of ideological and political elements into school physical education curriculum: the
investigation of meta-problems based on sports Hong
ChenZhuang Ying zonghao.......................................................................................................................22
The historical evolution, existing problems and development prospect of physical education curriculum in
primary and secondary schools in China
Ying zonghao Hong ChenZhuang ........................................................................................................... 26
A New Type of Exterior Wall LED Luminaire Design and Performance Optimization to Reduce Light Loss
Hong Maoliang............................................................................................................................................32
A CASE STUDY ON GENERATIVE AI - EMPOWERED TEACHING OF VIETNAMESE AS A FOREIGN LANGUAGE
Nguyen Thu Quynh Cai Chenglong Pham Nguyen Trieu Huy ............................................................... 41
The Contributions and Obstacles of Utilitarianism to Legislation and Judiciary
Hanyu Dong Xiaofang Dou.......................................................................................................................49
Policy Performance of County-level Economic and Social Development Based on Multi-dimensional Indicators
Han Xiao......................................................................................................................................................53
Optimization of Enterprise Digital Material Management Based on Supply Chain
Chen Jiahang ...............................................................................................................................................57
Factors Influencing Consumer Purchase Intentions through Emotional Branding in the Food Industry: A Case
of JiaHua Fresh Flower Cakes in Yunnan, China
Nian Chen....................................................................................................................................................63
Research on the Protection of Enterprise Data Rights and Interests in the Context of the Digital Economy
Zhiyao Jiang .................................................................................................................................................69
A Study on Optimization Strategies for Supply Chain Management in International Trade
Jiang Min.....................................................................................................................................................74
A Review of the Realistic Challenges of Brain-Computer Interface Technology on Ideological and Political
Education
Lei Lilan....................................................................................................................................................... 80
Implementation Issues and Strategies of Green Design in Residential Buildings
Li Rongbo.................................................................................................................................................... 84
Pre-service Teachers’ Intelligent Education Literacy in the Age of AI: Conceptual Reconstruction, Practical
Challenges, and Developmental Pathways
Chengrong Shi.............................................................................................................................................90
Research on the Pre-screening Obligations and Responsibilities of Online Platforms
Guozhen Wang Hongmeng Hu Daofu Yang Yihan Zhou Yirui Wang...............................................94
Research on Optimization Paths for Mitigation Strategies of Water Companies in Response to Extreme
Droughts
Zhang Xianzhe...........................................................................................................................................100
Anti-Essentialist Aesthetics of Postmodern Dance—Deconstruction and Reconstruction of Traditional Dance
Language System
Han Mingrui.............................................................................................................................................. 106
A Study on the Expression of Subjectivity in Pierre Bonnard’s Scene Oil Paintings
WANG Honggan DU Tingting................................................................................................................. 110
The study of releasing dynamics of composite chlorine dioxide wells blockage relieving agent
Zheng Lei Du Yujiao Liu Shuozhao Wang Yonghong Zhao Xiaomin..............................................116
Research on the Current Problems, Influencing Factors, and Coping Strategies of Psychological Health of
College Athletes
Bo Sun Seungjin Lee...............................................................................................................................120
A Case Study on an Emerging Commentary Style of Animal World, a CCTV Program: From the Perspective of
Sociolinguistics
Ran Shaoqiang.......................................................................................................................................... 124
Implications of International Sports Arbitration for the Development of Sports Law in China
Yu Tingting................................................................................................................................................ 129
Pragmatic Study of the Main Characters in The Great Gatsby
JiangBingYan............................................................................................................................................. 135
Exploration of Influencing Factors and Intervention Pathways of College Students' Learning Burnout
Quan YiJun SiMa ChuXin...........................................................................................................................140
Image Construction in the External Communication of Chinese Media Political Discourse: A Corpus Based
Perspective
Zheng Zhi Hui ............................................................................................................................................ 144
Exploration of the Art of Pattern Decoration of the Tiger-Skin Wall in the Mu's Manor in Qixia from an Artistic
Perspective
Liu Yiming..................................................................................................................................................149

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
DOI:10.69979/3041-0843.25.02.003
1 Introduction
In an era where consumer culture permeates nearly every facet of social life, brand marketing has emerged
as a critical site for the production and negotiation of gender norms. From cosmetics campaigns that redefine f
eminine beauty to athletic wear advertisements reconfiguring masculine ideals, commercial entities increasingly w
eaponize gender as both a symbolic resource and a strategic tool. While scholars in critical marketing and gende
r studies have long documented the pervasive stereotyping of gender roles in advertising (Gill, 2008), contempor
ary brands now engage in more nuanced—and potentially more insidious—practices. They appropriate feminist di
scourses, repackage progressive values, and performatively align themselves with movements for gender equality, all while anchoring these narratives within neoliberal frameworks that prioritize individual choice over systemic c
hange. This paradox demands rigorous theoretical scrutiny: How do brands strategically deploy gender performati
vity to reinforce commercial interests, and what are the broader implications for feminist critiques of capitalist c
ulture?
This paper interrogates these questions through the lens of Judith Butler’s theory of gender performativity
(1990, 1993), arguing that brands act as active agents in (re)producing hegemonic gender norms. By treating gen
der not as a fixed identity but as a set of socially constructed acts—repeated, cited, and materialized through s
ymbolic systems—Butler’s framework offers a powerful tool for dissecting the mechanisms through which marketi
ng discourse naturalizes gendered consumption. While prior research has examined gender representations in adv
ertising (Holt, 2002; Thompson & Arsel, 2004), few studies have systematically applied performativity theory to u
npack the process by which brands transform abstract feminist ideals into marketable commodities. This gap is pa
rticularly urgent in an age of "woke washing," where brands co-opt language of empowerment to obscure struct
ural inequalities (McRobbie, 2009). The study’s objectives are threefold: first, to map how brands performatively construct and commodify gend
er norms through linguistic and visual rhetoric; second, to evaluate the tensions between commercial appropriati
on and feminist critique within these narratives; and third, to assess the broader socio-political effects of such p
erformative strategies on public discourse around gender. By analyzing campaigns from globally recognized brands, this paper demonstrates that performativity in marketing operates as a double-edged sword. On one hand, it e
nables brands to subtly challenge traditional gender binaries; on the other, it entrenches neoliberal logic by fram
ing social change as a consumable choice.

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