商业网站中议程设置对女性形象的建构

【作者】 张莉；

【导师】 顾理平；

【作者基本信息】 南京师范大学 ， 新闻学， 2014， 硕士

【副题名】以瑞丽网和搜狐男人频道为例

【摘要】 互联网在我国的发展速度之快、普及范围之广令人惊叹,现如今已深刻地影响着人们的生活方式和认知观念。商业网站作为互联网中的一支“生力军”,引领着社会生活的新风尚,成为引导受众审美趣味的重要场所之一。商业网站是如何进行议题选择的?这样的议题设置建构了什么样的女性形象?各类议题选择的背后,是什么原因在左右这些性别话语?这是本文的研究焦点所在。本文主要运用传播学中的议程设置理论,以瑞丽网和搜狐男人为样本,对两家网站女性形象议题设置的过程进行考察,试图重新勾勒出商业网站建构的女性形象特征,从女性形象议题的呈现形式和文本话语来分析网站建构的女性形象。然后,运用社会性别的视角对这一形象进行解读和剖析,找出影响女性形象建构的因素并寻求一些改善的措施和建议。通过考察发现,商业网站中的女性形象一方面落入传统的性别意识形态,另一方面又深深地被卷入消费主义的大潮。虽然网站论坛提供了一个自由表达意见的平台,论坛里确实出现了一些颇具社会性别意识、呼吁女性要保持独立意识和独立人格的言论,但是在根深蒂固的传统文化面前,女性对自己应该身处何处充满了矛盾和困惑。更多还原

【Abstract】 The Internet has astonished us for its surprisingly fast speed of development and widespread users in China penetrating throughout daily lifestyles and cognitive concepts in a profound way. As one of many fresh troops arising on the Internet, the business website leads new fashion in social lifestyles as one of important guides directing audience aesthetic taste. How does the business website choose topics for its website? What female images are figured out with these topics? What determines the gender words behind all sorts of topics? The abovementioned questions are contained within the research highlights.This thesis mainly utilizes agenda-setting theories in the profession of communication, takes Rayli and Sohu Males for content analytical in the process of the agenda-setting. It re-outlines female image characteristics on business websites. It analyzes the female character of the business websites in terms of the present form and the text of female character agenda.Afterwards, the thesis conducts interpretation and in-depth analysis in the perspective of social gender in order to unveil factors influential to female image setting in sought of some measures and suggestions applicable for improvement.Female characters are discovered on those business websites fall in traditional gender consciousness on the one hand, and are deeply involved in the tide of consumerism, as the research implies. The websites may provide some forums open for personal opinions, and some posts also claims social gender consciousness calling for female independence and independent personalities, but females in today’s society still remain bewildered and contradicted for where they are belong and what to be confronted ingrained traditional culture.更多还原