Gender Differences In Media Contacts And Uses

Although research of media and sex appears on women literature and woman's film research field in 1980's, has not caused the concern of the communication educational circles. After the fourth women conference of The United Nations, scholars began to concern about this theme. They studied media from the viewpoint of woman problem, used the gender theory to explain the relative issues of the media and sex. Exposed to behavioral research in some audiences'media, most researchers drew conclusion: Men incline to choose news, and women prefer amusement. The cause of this conclusion is summed up by some scholars that women's educational level is relatively low, and influenced by traditional sex concept.This paper will use questionnaire investigation on well educated audience to expose relationship of the behavior and the sex. Use the gender theory, use-satisfaction theory to explain choice status and choice motivation of audience that audiences is not the passive recipient, but a kind of positive checker. In addition, this paper also pays close attention to traditional sex concept to conclude that if contacting to media will cause influence to women audience.The opinion of this paper is: with the arrival of information era, the change of technology, some people become the beneficiary of technology first, because of the male social status and the mode of thinking; they become information owners at first. However, this does not show that women will lag behind men. The 21st century is"her"century; they who are independent and self-confident think it is only a part of the life to contact media. It is a channel that they understand the outside or a way of recreation. What are men incline to contact with, What are women's; Or man tend to career, women prefer family etc. these traditional concepts already can NOT determine women's contact and choice of media. Women are more positive to contact new things, new media, new technology, and new platform than men. They will also utilize the media to represent themselves, make speeches.