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The ‘losers’ of China’s Internet: Memes as ‘structures of feeling’ for disillusioned young netizens

Diaosi (屌丝) ranked as one of the most popular Internet memes of 2012, and it continues to be popular to this day. This article analyses the origins and nature of the diaosi meme and the young men (and women) who self-mockingly describe themselves as ‘losers’. The meme has led to ample speculation in the media and among Chinese academics, and while some see the meme as a relevant form of political critique, others dismiss it as indicative of a psychological malaise affecting contemporary youth. This article reviews the state of this debate about the meanings of the diaosi phenomenon, while offering a new interpretation that frames the meme in terms of Raymond Williams’s notion of ‘structures of feeling’. Though diaosi is a seemingly humorous and playful Internet meme, it is also one that signals young netizens’ disillusionment with the apparent lack of possibilities for upward socio-economic mobility in contemporary China. This author contends that the diaosi phenomenon, though amorphous and at times contradictory, may also be considered an emergent form of affective identification through which alternative desires and forms of mobility may be imagined and enacted.