Research On The Portrayal Of Women In Uyghur Advertising At The XJTV

Women have played an important role in the history and cultural development of China. However, negative stereotypes of women have simultaneously emerged throughout China’s history and have proven difficult to change. After the founding of the People’s Republic of China, policies geared toward gender equality were promoted in the country. As a result, in China’s far western province Xinjiang the social status of minority women improved. Throughout its modernization, Xinjiang has experienced rapid economic growth. But this growth has also brought new challenges to the traditional values of its minority groups. The development of society has introduced values such as democracy, human rights, which have all become a part of daily life due to mass media. In this environment, local women’s social and economic status along with their way of thinking has come under a great influence from these new values. The portrayal of gender roles in television advertising have an affect on the public awareness of gender, life choices, and have even led to a new collective conscienceless among women in contemporary society.The study on minority women, especially Uyghur women is still new. Most of the research is primarily related to population and fertility issues, followed by education, employment and human resources. Yet there has never been any research on the portrayal of women in Uyghur advertising. As such, it has much academic merit and is worth studying. This research paper analyses original Uyghur advertising from Xinjiang Television Station(XJTV). I rely on numerous research methods including a literature review and content analysis to ascertain the special character of Uyghur women in advertising and discover the role of advertising in shaping Uyghur portrayals and social status. This research is significant because it adds new content to studies on females in media through its discussion on gender issues in Uyghur advertising and its promotion of social responsibility.The structure of the paper is as follows: The introduction introduces relevant research of women’s portrayal in television advertising both at home and abroad. The introduction also provides a relevant theoretical foundation for the paper. The second section introduces television advertising from XJTV and the women in it. The third section analyses the status of women in Uyghur society. The fourth section analyses the role and issues associated with women in Uyghur television advertising. The fifth section discusses the improper portrayal of women in Uyghur advertising and analyses the negative influence it has on society. In the conclusion section do a simple summary of the whole paper.