China orders gaming giants to cut 'effeminate' gender imagery

Chinese authorities have ordered gaming giants Tencent and NetEase to end their focus on profits and cut content perceived to be breeding "effeminacy", as Beijing tries to direct youth culture, gender ideals and the reach of big tech.

The move is the latest by authorities to tighten their grip on the embattled technology sector and sent shares in some of the industry's biggest names plunging.

Officials on Wednesday summoned gaming enterprises including Tencent and NetEase, the two market leaders in China's multi-billion-dollar gaming scene, to discuss further curbs on the industry, which has already been ordered to limit gaming time to three hours a week.

Among the new targets are media representations of men, which experts say are a cause for anxiety among the conservative, older generation of Communist Party leaders.

In recent days, regulators have ordered broadcasters to resist "abnormal aesthetics" such as "sissy" men, calling for more masculine representations in programming.

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