The Mass Media, Women's "presence" And Discourse Predicament

In this thesis, we know that nowadays, females have made a greet progress in playing family roles, receiving equality for jobs and also in participating political activities. However, in the view of mass media, whether the female image is perfect is still decided by the superior group of the society—the males, from their point of view and also from their desires. So now, the media's recessive discourse hegemony has already become the largest obstacle in the way of females to their all-round liberation;On the basis of describing the slant of female image in newspapers, magazines, commercial advertisements, films, TV programs and ever on the internet, the thesis has generalized the discourse characters telling apart men and women of media, which is also to intensify the traditional role-stereotype, make "beauty mythology" to mislead values, compare women to goods and ignore social contribution of women. It has analyzed the negative effect of such discourse characters to the audiences' sex ideas. The second part of this thesis is self-sufficient with the theoretical construction. It tries to criticize reasonably how medias build sex meanings and creatively take over the Gender Theory, the Structuralism -Semiotics and the Communication Theory. During the process of analyzing, the writer pays more attention to the analysis of ideology, besides the analysis of content with common methods.The thesis further points out that if we want to rebuild the discourse power of females in mass media, it is essential to rely on females' self-salvation, strengthen the sex consciousness training of media producers, improve the social obligation of media surveillants and perfect the media's self-discipline system as soon as possible. Only with the joint efforts of all these factors, can females step out the double predicaments of the discourse and complete the change of female image from the edge to the centre.