This study investigates the tech-born metaphorical use of the verb shuā (originally meaning “to brush”) in Chinese social media, particularly on the platform Xiaohongshu (aka. rednote). The corpus for this research was constructed from user-generated posts and comments containing the keyword ‘shuā’ published in 2024. Data analysis reveals that shuā has been increasingly used metaphorically in the cyberspace, acquiring new meanings and applications in technology and lifestyle. High-frequency novel metaphors of shuā identified in this study include shuā liǎn (lit. ‘swipe face,’ facial recognition technology), shuā tí (lit. ‘brush questions,’ repeatedly practicing exam questions), shuā píng (lit. ‘brush screen,’ flooding the screen with content), shuā cúnzài gǎn (lit. ‘brush presence,’ showcasing one’s presence online), and shuā tǐzhī (lit. ‘brush body fat,’ quickly losing body fat).

A mixed-method approach was adopted in this study. Qualitative analysis was used to identify and analyze metaphorical expressions in the corpus, focusing on the source domain (“to brush” as a physical action) and its mappings (Kovecses, 2010) to various target domains. Quantitative methods, facilitated by RStudio, were employed to measure the frequency of these mappings and identify distribution patterns across contexts. In addition, a survey with 52 native speakers explored how these metaphors are interpreted regarding abstract concepts identified in the corpus, such as “smoothness,” “efficiency,” and “continuity.” The survey included both quantitative questions and open-ended qualitative responses to capture users’ interpretations and preferences. Furthermore, four in-depth interviews with voluntarily selected survey participants provided further insights into how native speakers engage with and interpret these metaphors.

Drawing on Conceptual Metaphor Theory (Lakoff & Johnson, 1980), this study investigates how the newly coined shuā metaphors encode abstract concepts and reflect users’ cognitive processes in the digital world. Specifically, it focuses on the notion that embodiment is the grounding of conceptualization in physical and perceptual experiences (Johnson, 2017; Barsalou, 1999, 2008; Gibbs, 2006; Gallese & Lakoff, 2005). From a pragmatic perspective, the study explores how these metaphors express efficiency, technological advancement, and social dynamics in digital communication. The findings suggest that shuā metaphors resonate with contemporary netizens’ pursuit of speed and ease, reflecting a mindset that values efficiency and a tendency to lightheartedly concretize technological concepts through sensory perception. This research contributes to understanding language evolution driven by technological innovation and cultural shifts in contemporary society.

Keywords:
metaphor, Chinese, social media, cognitive linguistics, pragmatics, embodiment, digital communication, conceptual metaphor theory