The Feminine Mechanical Image Of Southern People Weekly Magazine

At the coming into information society and with the public getting nearer and depending more on medium day by day, medium as an effective method in social control, has spread to very corner of social life and deeply influenced the thought, attitude, value orientation and behavior way. On The Fourth World Female conference held in 1995 in China, a"action guideline"had been signed and it suggested :"in most countries, the mass media hasn't described women'social contribution in some continuously changing facts in a balance way, and conversely the publicity and reports usually are women'traditional role or some behaviors such as violence, pornography and so on."Meanwhile, with the development of market economy and the trend of audience-oriented specific division, the comprehensive character has developed with an incredible speed, stepped into our daily life and become a significant medium for modern people to get access to world and concern about society. Southern People Weekly is a kind of journal based on a true record of people fate. It is China's first comprehensive People magazine and a far-reaching and high-quality magazine.The 114 females abstracted from 92 Southern People Weekly from June 16th, 2004 (journal starting time) to December 21th, 2007. On the whole, In" Southern People Weekly " ,there is a inbalance of less reports about woman, short report about rural women, and stereotypes in the professional role of women.Southern People Weekly mostly selected the active, healthy, and positive image to recapture female images, demonstrated them as a positive and advanced force, and paid heavy attention to their social role of female diversification and manifested the strong sense of gender equality. However, a few text explanations of the magazine still bore the traditional prejudice to male and female, and reshaped the traditional fixed role of the gender, causing feminine images to trap into a gender convention. some related factors were firstly discussed about how caused Southern People Weekly to form the feminine mechanical image. They are respectively the psychological accumulation of traditional culture, feminine image distortion caused by culture industry under commercial culture, the absence development of feminine in medium, and the lacking of feminine self-awareness. So how to equally express the female? We should correctly understand the relationship between the sexes, monitor and education in media development, improve the relevant laws and regulations, enhance the gender awareness of Journalists,increase the number of female workers in media industry.