Female Image Of Television In Visual Culture Context

"Picture turn" have arisen in 1980s, visual culture began to shake the hegemony position of language from then on, world have been held by pictures and enter the new time for reading picture. Contemporary culture has turned to visual culture gradually. Its major feature is visual trend. Image becomes the major instrumentality that consumptive society affecting and dominating popular. Sight becomes people's livelihood manner. Media also express visual trend and the trend change the reading habit of receiver.Television is the most visualizing medium for its visual character and intuition. Watching TV is a kind of behavior with low participation, TV has the biggest coherence for the feeling of pleasure produced by reading picture. TV has the greatest influence to show ideology in all media so it results in visual hegemony. TV's hegemony doesn't arouse alarm and rejection from popular when it affects popular and controls their ideology, conversely the audiences consider that TV is welcome and cannot lack. This kind of dominant strength of television for ideology has exceeded the influence by politics.The visual hegemony is particularly hidden when it show female. TV encodes a large number of beautiful female image and the audiences enjoy viewing them.Female are consumptive symbol of consumption society and the secondary sex obedience from male value. Consequently we find that TV is short of the ideology that female equal with male.About future, we want to suggest that not only TV but also other media need to form a gender order of genuine equality.