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This article examines a concrete issue and recent case in the Chinese media, mainly on Chinese TV: the diversity of masculinity. The article examines how the commercialization of media has created an opportunity to expose the marginalized gender images while conforming to the hegemony shaped by various authorities, particularly the needs of provincial satellite TV to compete with CCTV, and the conflict between commercialization and protecting conventional gender norms.

“Diversifying” masculinity: super girls, happy boys, cross-dressers, and real men on Chinese media