Adapting in-depth interviews, this study focuses on the phenomena of gender discrimination in self-media beauty videos and analyses the causes from the perspective of social structure. The study fnds that female sexism on the Internet is in form of offensive abuse and sarcasm, and the psychological process of female sexism is considered as an internalization of gender discrimination. This internalization results from cultivation in many aspects including new media technology and social environment. The study points out that women's gender awareness is still in a state of absence. Women's right-to-fght discourse nowadays is still profoundly in?uenced by the shaping of social structure and technological power.