| In the early 1990s, fashion magazine appeared in China's periodical market and developed rapidly with the increase of its kinds, enlargement of its scale and improvement of its quality. Fashion magazine has become an important part of China's periodical market as it focuses on modern women's daily life and inner thoughts. The boom of fashion magazine demonstrates its target audience, modern women, have grown to a new rising group in the significant social transformation of China. The thesis selects the Fashion Cosmo as case in order to study the expression of modern women's idea and its contradiction, as well as the underlying reasons of conflicts.The thesis is divided into four parts. The first part of the thesis introduces the brief development of fashion magazine, as well as deference between fashion magazine and the traditional women magazine. The second part gives an overall description of Fashion Cosmo, including advertising, beauty, and lifestyle, magazine for men. the third part summarize Laura Mulley's gaze theory, analyze the changes about the women's clothes and roles demonstrated in the Fashion Cosmo and reveal changes in the expression of women's words and contradictions. Part IV analyze changes about men of Fashion Cosmo,and reveal the gaze of female to male. At last, the thesis summarizes the contradictory about the women's words; promote equality between men and women under the gender differences.We can draw a conclusion though the analysis of journal content, On the one hand, Fashion Cosmo advocate a more advanced concept though providing a variety of information and guidance to fashionable women . For this reason that the fashion magazines show women continue to deconstruct the male gaze. On the other hand, Women's rebel to the male gaze is completely because the influence of the traditional patriarchy. Only the influence is eliminated completely, the society can achieve the equality between men and women under the gender differences. |
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