Anxiety as Persuasion: A Media Ethics Analysis of the 'Shang'an' Narrative in Chinese Social Media Education Marketing

Author

Gang Yan,Dr. Mohd Haizra Hashim


Abstract

 The Chinese online expression 'shang'an' literally means arriving at the shore. Now it is widely used to refer to passing examinations, gaining admission to graduate school, obtaining certificates, or securing an ideal job. This article discusses how the metaphor turns ordinary changes in education and professional life into a moral narrative based on the opposition between safety and failure. This article explores how this narrative forms anxiety-based persuasion in social media education marketing, and what kind of responsibilities content creators, education businesses and platforms should bear. This study adopts a focused critical literature review, and selects an anonymized Douyin public post as an analysis case. The post criticizes advertising rhetoric such as "ashore class" and all kinds of marketing campaigns that promise to help users 'shang'an'. The research combines upward social comparison, fear appeal, persuasion knowledge, platform structure, and social media marketing ethics, and uses the Potter Box to carry out ethical assessment. The study found that the expression 'shang'an' itself is not unethical; ethical risks occur when commercial communicators shape a single result as the only safe and decent life path, conceal persuasion intentions, exaggerate risks, or rely on algorithms to repeatedly push similar content and amplify the psychological vulnerability of the audience. This kind of communication may narrow people's perceived choices and transfer social pressure to individuals. Responsible communication practice requires clear disclosure of information, moderate publicity and advocacy, and recognition of the diversity of life paths. At the same time, the platform should introduce measures to curb deceptive advertising and reduce the repeated amplification of anxiety.



Keywords

media ethics; shang'an; anxiety marketing; Douyin; social media manipulation; education marketing; platform responsibility



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