This research investigates how state-run media in China constructs and circulates normative ideals of  gender, family, and nationalism in the context of shifting population policies. Focusing on the Women of China magazine (2023–2025), we explore how the All-China Women’s Federation  (ACWF)—a flagship institution of state feminism—navigates the tension between promoting gender  equality and advancing state pronatalist agendas. As China moves from the one-child policy era  toward encouraging two- and three-child families, state narratives increasingly reconfigure the family  as a moral and political unit central to national rejuvenation. This raises the question: How are ideal family values and gender roles constructed and promoted in Women of China under contemporary demographic governance?   Our analytical approach combines qualitative content analysis with Critical Discourse Analysis,  using the latter to unpack how language and representation reproduce power relations and  normalize ideological positions. Drawing on Fairclough’s tripartite model, the study examines the  textual, discursive, and sociopolitical dimensions of 50 articles from the magazine’s “Family” column.  Coding was conducted in MAXQDA through two iterative rounds, supported by a team-based  approach to ensure intercoder reliability. Descriptive codes mapped surface-level content (e.g. family  structure, gender roles), analytical codes targeted ideological constructs (e.g. nationalism, moral virtue).   Theoretical grounding draws on Gramsci’s notion of hegemony and Althusser’s Ideological State  Apparatuses, situating media as a key mechanism for cultivating consent and reproducing state  ideologies in everyday life. Feminist and biopolitical frameworks—particularly from Sara  Ahmed, Nira Yuval-Davis, and Foucault—further contextualize the family as both a site of affective  labor and demographic control.   Findings reveal that families are idealized not only as harmonious domestic units but as patriotic  microcosms of the nation, infused with state-aligned moral obligations. Gender roles are persistently  asymmetrical: women are framed as sacrificial caretakers and emotional anchors, while men appear as  supportive co-providers and ideological exemplars. The narratives remain celebratory and moralizing, with most families portrayed as “model citizens” awarded by the state.   Session: 'Backlash Against Gender: Comparative Perspectives on Global Anti-Gender Politics' Abstract: 2/3.