| With the fast change of technology with each passing day, media has become significantly influential, accelerating the progress of globalization and exerting huge influence on every aspect of people’s life all over the world. Consequently, combining mass media and social gender to explore the culture and ideology in cross-cultural context becomes a focal point nowadays. And the rise of women’s fashion magazine offers a place of spiritual and cultural aspirations to modern women, and offers a lot of information about apparel beauty, career development, emotional relationships and recreation to a majority of young women with high consumption capacity.This study choose Rayli Ladies and Vogue as two mainstream women’s fashion magazines in China and US respectively as the research samples, which have the largest circulation in the two countries respectively. The samples are a whole of 12 issues in 2010. This research is carried out on the basis of dimensions of culture, news and culture framework and social gender theories. It adopts content analysis, discourse analysis and cross-cultural comparison to compare the similarities and differences of construction of female images in fashion feature reports in the two magazines by means of quantitative and qualitative analysis. The purpose of this study is mainly to explore how the different cultures and ideologies construct fashion female images.This research finds both similarities and distinctive features in the portrayals of female images in fashion reports in Chinese and American fashion magazines. Although women are actively involved in fashion fields compared to many other male-dominated realms, there is still the inclination for media to depict women as a consumer group rather than as laborers. Whatever the similarities and differences between the two countries might be, deeply-rooted social history, culture and ideology play an important role in portraying female images. |
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