标题: | 阅读电视广告中新女性形象的意涵 Analysis of New Female Images in TV Advertisement |
作者: | 范家瑜 Fan Chia Yu 郭良文 Kuo Liang Wen 传播研究所 |
关键字: | 女性形象;后女性主义;自由主义女性主义;female images;post-feminism;liberal-feminism |
公开日期: | 2006 |
摘要: | 流行文化中的女性形象一直是女性主义所关注的焦点,尤其担忧刻板印象会对阅听人性别角色的认知产生影响,近年来流行文化中呈现许多颠覆传统女性(阴柔)特质的女性形象,其中也有许多女性主义论述的意涵,流行文化中的女性权力与欲望似乎获得解放,女性形象所呈现的样貌也更加多元。 这也引发女性主义的论辩,女性主义与流行文化间的对立也产生松动与变化,乐观者主张应该重视阅听人从流行文化文本中所获得的愉悦;悲观者认为女性主义只是被商品化的牺牲者,女性主义产生了更大的危机与反挫。 本研究主要目的就是瞭解电视广告中哪些新女性形象,包含哪些女性主义论述,过去相关研究主要针对女性杂志方面,且指出广告中多利用自由主义女性主义与后女性主义的论点,本研究则是针对电视广告进行文本分析,共分析近十年来的36则广告。 研究结果发现,新女性和传统女性最大的不同点是她们具有阴阳同体与多重的主体性,其类型可分为:“努力打拼的骄傲女人”、“聪明狡黠的女人”、“自恋的愉悦女人”、“苦尽甘来的辛劳妈妈”,此外,这些广告多描述中产、都会的女性轮廓,也越来越强调女性个人的愉悦与享乐主义,而女性主义论述成为讨好女人的一种口号与工具。 Feminist sociologists drew attention to the restrictive and often demeaning representation of women in popular culture. Because they’re afraid that popular culture will shape consensual images and definition of feminity. In recent years, there are more and more new female images and feminist denotation in popular culture, such as TV advertisements. It appears that women power and desire are disembarrassed. Women images are much more diverse in TV advertisements. The irreconcilable relation between popular culture and feminism seems to change. Optimists consider that we should respect the pleasure which audience gain from the popular culture. Pessimists believe feminism has beem commercialized. In other words, feminism faces the crisis of fragmentation. The purpose of this study is to explore new female images and feminist denotation in TV advertiments. The relative studies have aimed at women’s magazine. This research uses thirty-six TV advertiments as texts. The findings of this research show four new female images, ‘‘working hard and proud women”, ‘‘clever and tricky women”, ‘‘narcissistic and pleasure women”, and ‘‘dedicated mothers”. Besides, they belong to bourgeois or city principally. TV advertisements highlight the pleasure and Epicureanism. Feminist has been regarded as an instrument to flatter women. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT009341507 http://hdl.handle.net/11536/79740 |
显示于类别: | Thesis |