The Stigmatization Of Female Drivers On Ifeng APP And Its Cause

The topic about women is always the hot spot in the public and the media, and women drivers group also got highly social attention. It seems that after putting a "woman" in front of "driver", the most boring news will become interesting. This paper aims to research the stigmatization of women drivers in mobile network news. Regarding the reports of women drivers on Ifeng APP as the research object, from the feminist perspective, this paper analyzes the media image of women drivers on Ifeng APP and its causes.This paper selects the news reports with "women drivers" as keywords on Ifeng APP from 1 November 2015 to 30 January 2016 as the research objects and combines quantitative and qualitative methods to analyze the stigmatized media image of women drivers on Ifeng APP. At macro level, this paper analyzes this phenomenon according to the number, tendencies and themes of the reports. At micro level, this paper performs text analysis on the news of the stigmatized of women drivers and summarizes the women drivers’stigmatized image types, which are road killers, technical fools, helpless victims and unreasonable people.At the same time, using network questionnaire on the media image of women drivers, this paper further researches on the influence from the stigmatized media image of women drives in mobile network news on audience cognition and cognitive effects of the group itself. This study have found that the tendency of mobile network news reports of women drivers is negativity, creating negative media image of women drivers, influencing the cognition on that group. In reality, women drivers are different from their media image. The stigmatized media image of women drivers is caused by women themselves, intention of media, audience psychological and social roots from four aspects.