This paper provides a critical investigation into the discourse of egg freezing on Xiaohongshu, a prominent social media platform in China, to uncover the complexities of female identity, reproductive autonomy, and consumer narratives within this context. Employing Multimodal Critical Discourse Analysis (MCDA), it examines the discursive construction of self by single Chinese women who share their egg freezing experiences online. This study scrutinizes the semiotic resources utilized in these narratives, including textual and visual elements, to reveal how individuals craft their (...) identities in relation to emerging reproductive technologies. The analysis identifies dominant themes in the discourse, such as ‘negotiation of motherhood’, ‘women’s empowerment’, and ‘technologization of egg freezing’, juxtaposing these against the backdrop of China’s market socialism and shifting social attitudes. By engaging with the posts of Xiaohongshu bloggers, the research dissects how these women articulate their journeys, challenging traditional paradigms and contributing to ongoing debates about women’s rights and feminist ideologies in the context of advanced reproductive technologies. (shrink)