The Chinese government is taking aim at an emotion that has become all too common on the country's internet - despondency.
This week, China's Cyberspace Administration launched a two-month campaign to curb social media posts that excessively exaggerate negative and pessimistic sentiments. The goal, according to authorities, is to rectify negative emotions and create a more civilised and rational online environment.
In the crosshairs are narratives like studying is useless and hard work is useless, as well as stories that promote world-weariness.
China has been grappling with an economic slowdown in the wake of a property crisis, high youth unemployment and cut-throat competition for admission to colleges and jobs - all of which have given rise to a sense of disillusionment among its younger generation.
Young people in China have serious questions about future prospects of their lives and must confront the fact that their livelihood is very likely going to be worse than their parents' generation, Simon Sihang Luo, an assistant professor of social sciences at Singapore's Nanyang Technological University, tells the BBC.
And Beijing's anxiety over the bubbling frustration has shown itself in a wave of sanctions hitting the country's influencers and social media platforms.
Last week, well-known content creator Hu Chenfeng had his social media accounts scrubbed of all posts. No-one knows why because Chinese officials gave no explanation. But it's widely believed that this was in response to a viral comment that he had recently made, classifying people and items as either Apple or Android - with the latter used to describe things that are inferior to the former.
Censorship is not new to the Chinese internet. Anything that suggests criticism of the Party, its leaders, or touches on controversial topics that have political implications, quickly disappears. However, this campaign against pessimism is unusual as it targets a range of online behavior that could create or add to a sense of negativity.
China is also taking action against social media platforms for failing to manage negative content, instructing them to create a clear and healthy cyberspace for its citizens.
The push comes against a backdrop of increasing youth disillusionment, reflecting broader economic issues and social discontent. As the government seeks to promote optimism, experts warn these actions may not effectively address the underlying challenges faced by the country's younger population.
