Gender Perspective, The Positioning Of China's Tv Women's Channel And Part Changes

In the information age of today, the modern communications technology becomes more and more advanced. The Advanced communication technology has not only shortened the distanced people, but also has changed people's way of learning and entertainment, meanwhile has brought great convenience to people's lives. The media communication equip with pervasive influence, which helps it becomes an important platform for people's socialization, and has a major impact on personal and social development. Media composed by the various media platforms, including: television, newspapers, radio and the Internet. It was an important part of the social organism. As an important platform for Social culture and values dissemination, media, itself was influenced by social culture, but also participate in social and cultural construction. Various information of media dissemination has a huge impact on people's values and criteria for judging. To gender relationship, the gender concepts and awareness, which existed in the media communication, was related to people's correct view on gender relation.The author believed that a harmonious multi-gender culture, which was built up on the base of equal, is the current social needs. But the current reality is that the prosperous modern media communications are developed in the environment of "male culture". We have always advocated gender equality in this "male culture"environment. That could be said arduous. Among the existing means of communication media, whether traditional TV and newspaper, or the emerging Internet media were can not avoid such an embarrassment is to take gender equality as a form of gimmicks. But in essence, it was to promote women's traditional "stereotypes" and even deepen further. The women channel and female part in the television dissemination was a professional propaganda platform for women's voice, which was aimed to service women, improve women's social status and promote improve women's ability of social participation. However, even the professional women channel such like this were involved in the same situation. The women channel's context targeting has changed from reveal the women's issue , solve problems for the women groups at the initial stage to report the problem in the later, then to the current "consume " woman or "entertainment women." The women channel's context targeting has changed again and again. The orientation change of the women channel was a gorgeous turn, or was an "alienation" of the retrogression?So the target of this article was to reveal the fact, existing in the current media, of changing orientation of women channel of female part through the analysis on the women television channels develop process. And the author was tried to find out the deep reason of "alienation" in the women's channel and TV program from the perspective of social gender and consumption sociology. Gender and consumption from the perspective of sociology in the positioning of the channel and part of the change process to find the place in of in the deep reason, and proposed countermeasures...