Study On The Raise Of Chinese Female Image In New Media

Female images in the media has become an academic subject since the westernfeminist movement. From1960to1970, the feminist perspective has shifted frompolitical to social and cultural context and female scholars have emerged ininterdisciplinary and pluralistic fields. However, the majority of researcheson female image in the media has been focused on in the traditional media.Although there are some studies relate to female image in the new media ear,they still lack clear theoretical assumptions and solutions.In this study, the media figures of women were investigated on Sina micro-blog,it include four sections:Firstly, using theoretical and empirical analysis, results have shown anincrease in media presence for female celebrities. Author attributes thisphenomenal to four factors.Secondly, due to female celebrities are more interested in entertainment andpersonal topics, the voice of female in the new media have not achieved its fullpotential yet and author suggests more female communicators should voice theiropinions and take more social responsibilities.Thirdly, on the subject of "web celebrity", author believes female audiencemust actively involve in the dissemination of the negative impact caused by them.Finally, based on quantitative analysis, author suggests common women shouldbecome more aware of their rights in the new media ear and get rid of the shacklesof traditional culture. The spirit of self-independence for female in societycan start with earning their right in the new media.