This study explores the development of Chinese feminist media by presenting a case study of a leading feminist media account, Way to Non-Violence (WTNV) (Jieshu baoli zhi lu). Utilizing Shoemaker and Reese’s Hierarchical Model, this study analyzes the factors shaping and constraining WTNV’s development, and investigates the strategies WTNV deploys to meet its objectives amidst survival challenges. We carried out in-depth interviews with WTNV’s staff members and contributors, observed their online meetings, and conducted thematic analyses of 1,331 WTNV’s posts. We identify the influencing factors at five levels, specifically organizational level (WTNV), routines level (WTNV’s daily operational practices), individual level (the staff and contributors), social system level (censorship and content regulation, misogyny patriarchy culture and anti-feminism), and extra-media level (economic pressures). We find that caught between ambition and reality, WTNV maintains a moderate and inclusive feminist stance, deploys survival tactics, keeps a low profile, and continues to advocate feminist ideas. This study offers feminist media scholars and practitioners insight into how political and cultural factors, organizational attributes and routines, and individual agency collectively shape feminist media in the Chinese context.
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