Resolve The Mass Media To The Performance Of Gender Stereotypes

"The human society is formed by two wings: Man and Woman . So long as these two pieces of wing strength are unbalanced, the bird can not fly. If we want to make society develops more healthily and fast, we should change compatriot's mechanical, rigid , backward traditional gender values, build the harmonious , fair gender environment. The gender and sex character (sex ) are two different concepts , as the physiological characteristic, the sex character is the physiological characteristic that man and women are regarded as the biological individual, mankind each individual inherent, but gender is the different expectation, requirement and limit to men and women two sexes that because of men and women's physiological difference to mean, thus form the social psychological characteristics correlated with specialities of women with the male speciality .So, gender do not be decided by sex character totally, but the product given by social culture and train. During the process of taking shape in social member's gender, masses' media has influence power that can't be ignored , it is it shares about connection from head to foot through propagate information, permeate through basic idea of society and the system deeply, especially at present, masses media has already become the main means to keep in touch with the society and world for publics, and it has enormous strength in changing public values , behavioural norm and faith. As the mouthpiece of the socialist state, of our country media fulfils to lead public values , behavioural norm , faith function, in order to promote social balanced development ,also while seeking commercial interest, but is the fact really so? This selected works fetch a kind of relatively great media shapes of influence power in media - -Advertisement - -Target, combine quantization content with text analyse to investigate, analyse present masses media behavior situation to the sex thoroughly , find of that our country masses media behavior of gender is not the objective, true, just reflection of reality to divide gender into man and woman that set against while neglecting queer, through conditionally chosing incident and the organization languages and distinguishing the degree of the scene, etc., either latently or behave apparently, moulding the differences of polarized grade including suchrespects as social role , the grade of development space , personality characteristic , relation , ability quality ,etc. between two sex of men and women, mould male as the stronger ones added succeeded expectation and tyoical " male speciality ": strong and resolute, know the own business , deep and calm and steady , straight forward optimistic and daring to challenge , advance courageously actively, they are creators and leaders of the society, are the protagonists in the public field, are the leaders of the life, and incorporate women into passive conformity , devotes , the victim of the private field, have weak tendency speciality set with man against: Weak and immature gentle and virtuous emotional in nature speaking out of turn large tongueing , lacking the one's own judgment, male persons who are subordinate to, At the same time the media still proceeds from visual angle of man right center, delineates the ideal women image accord with man's appreciate custom, psychological needs and desires behavior, dissimilate women as male attached object, desire object and ornament nature with perfection, so, it is a kind of rigid, lags behind, one-sided mechanical impression that the gender of the media displays , this text analyses further that points out the essence that this kind of gender displays is the values of traditional gender taking male hegemony as the center, causing media defend tenaciously tradition backward gender values , mechanical impression person who display other reason in many aspects continuously, this text pays close attention to several main reasons emphatically, think it is the setting-up which our country forms for thousands of years in backward economy at first, deep and obscure influence on the whole social culture psychology of the culture of gender based on patriarchy sealed on the social base , in addition commercial under market economy it is modern and paralysis include at media professional at member not social inside consumerism vs. gender packaging of values not traditional not such of culture in Criticism consciousness of sex, it makes the media that lack essential gender equal consciousness , melt inside unconsciously to make, permeate , reflect it in the daily media work; Secondly still include the reason within the media: First one-sided, meet especially psychological need and desire of audience of purchasing power of male is the only effective means of economic benefits that can chase from audience tradition backward gender values that cultureinfects blindly often for commercial interest in mechanical impression on the gender; Media second organize inside one's own gender distribute uneven, man control policy-making power and control power , media of words with absolute advantage among them, is it propagate content regard male visual angle as in the center basically to make, mechanical impression display the gender content. Gender correctly of media is non- true, the non- just mechanical impression displays because the strong gender values of the media, builds the ability of constructing and makes societies generally form , confirm , strengthen the mechanical impression of this kind of sex continuouslying of the norm, give the public and society bring negative effect , display in on one hand strengthened the prejudice , discrimination to woman of the society, the maid is in inferior position status all the time in the society , can not get fair and reasonable resource allocation, unable to be healthy , overall , pluralism develops one's own ability quality , personality specialty, neglect, weaken women's value , contribution and development potentiality at public domain and job but only limited on the role of dependency relative to man among the private fields, mislead women's outlook on life , values, damage women's development , personality , interests , right and value dignity, the maid is only regarded as the male desire object and attached object many oppressing again and injury, on the other hand, though the gender of the media displays and lifts, beautifies man everywhere, give man all sorts of advantage rights and positions, but bring the suitable negative effect to it at the same time , between media and man public field , have a successful career to is it limit some male oneself overall , healthy development too to put emphasis on value, put many man in pursuing the successful lasting and strong pressure which keep successful, make them is it come from society , others , and pressure of judging expected oneself to undertake while taxing one's ingenuity undertaking of fighting, and it is anxious not to often reached the successful standard in the media yet, or in order to keep certain success in frightened , bad mood of afraid , angrying etc., between media and man " powerhouse " repetition of image put emphasis on making man unable to lead the pressure and gloomy in the heart off effectively, cause male physiology , psychological health to receive the great threat .Gender stereotypeimpression of media displays and causes a series of social concerns indirectly further on the basis of bringing negative effect to social member, for instance the gender imbalance , family's violence , sexual harrassment , increase of crime rate ,etc, prevent sociey overall , stability , developing. Meanwhile, the media has strategic meanings in breaking the outmoded practice, changing existing mechanical impression gender value norm and idea, so, make the social individual get rid of the yoke with normal gender, make man , women , other non-mainstream sex queer can develop speciality of individualizing freely and abundantly, get fair treatment and chance, to build the civilization, health, the harmonious society on the foundation of treating each other equally, respecting each other, and structuring democracy, needs the NGO, such social different fields as the government, school, audience ,etc. make joint efforts to be dispelling the gender on mechanical impression of media and behaving at the same time together with media, supervise the media to guide advanced gender culture , train androgyny , making due contribution in order to build the harmonious , equal gender environment.