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Faculty of Graduate Studies

Jindi Huang

  • BA (Concordia University, 2023)

Notice of the Final Oral Examination for the Degree of Master of Arts

Topic

Scripts and Screens: A Cross-Cultural Analysis of Gendered Dating Advice in Short-Form Video Content on Instagram and Red

Department of Sociology

Date & location

  • Wednesday, April 29, 2026

  • 10:00 A.M.

  • Cornett Building

  • Room A317

Reviewers

Supervisory Committee

  • Dr. Steve Garlick, Department of Sociology, University of Victoria (Supervisor)

  • Dr. Midori Ogasawara, Department of Sociology, UVic (Member)

External Examiner

  • Dr. Nigel Mantou Lou, Department of Psychology, University of Victoria 

Chair of Oral Examination

  • Dr. Sadar Malek, Department of Civil Engineering, UVic

Abstract

This thesis examines how short form dating advice videos shape contemporary understandings of gender, relationships, and romantic behaviour on social media. Focusing on Instagram Reels and the Chinese platform Xiaohongshu (Red), the study investigates how dating content creators construct and circulate knowledge about heterosexual relationships in digital environments. Using a qualitative comparative approach, the research analyzes twenty short-form videos produced between January 2024 and June 2025 by four creators: Sabrina Zohar and Niko Emanuilidis on Instagram, and Gongzhu and Fan on Red. The analysis combines thematic analysis and critical discourse analysis, drawing on Foucault’s concepts of power, knowledge, and discourse, Simon and Gagnon’s sexual script theory, and feminist perspectives. 

The findings identify three key themes: gender roles and dating scripts, strategy-based advice and discourse patterns, and cross-cultural differences. While many videos frame their advice as empowering, traditional heterosexual dating scripts remain influential in shaping expectations surrounding women’s emotional labour and relational behaviour.

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