On Female Media Image In Women's Newspaper Of China

According to the theory of social gender distinction, the differences between two genders are caused by social cultures except for the biological meaning. It emphasizes that the gender role caused by social culture can be changed. Therefore, transmission academicians introduce the theory of social gender to the field of transmission and make a survey on the content of medium and pay special attention to the content which describes gender images. After 1995, transmission academicians in China began to pay attention to the study between gender and medium. However, the systematic research on female image in women's newspapers in our country is quite few. Since women's newspapers have made great influence on women readers, it is necessary to know the problems about female image existing in women's newspapers.This study first introduces social gender theory, social learning theory and image representation theory which are relative to female medium image. Then the author adopts content analysis method and makes generative description on the general characteristics of 169 female images as the main characters in China Women's Newspaper from September 1st, 1995 to September 7th, 1995 as well as September 1st, 2004 to September 7th, 2004 with a total number of 60 periods. Then, the author uses text analysis to make qualitative analysis for further research on gender meaning after the female image.The research findings show that when the female image is represented in women's news, the gender prejudice is implicit rather than apparent. In accordance with the analysis, from the perspective of quantity, the stereotype of the representation of female images in women's news does not exist: Women behave as the positive and active force; pay more attention to the multiple functions of women and describe the traditional women quality as well as the men's. In the process of deep understanding, the potential prejudice will be emerged. Which can be represented that the female must hold housework and speak highly of the women's self-contribution.This paper makes a preliminary research on the relative factors that influence female images in women's newspapers: the national policies and regulations; the breakthrough of traditional female roles caused by social development and women development; the good traditions of the propaganda to women by women's newspapers; the social gender viewpoint of the transmission staff; the potential roles of social traditional factors; the publicity characteristic and the commercialized operation of the transmission. Then it gives some suggestions to transmission practical work: First, promoting the development of women should be the starting point of news report; mainly report the positive image of women and provide helpful information for them. Second, the media staff should set multi-view points, tolerance concept and right gender view.