Jinlian Pan As Spectacle—The Media Production Of The Contemporary Female Stereotypes

In the new context of significant changes have been happening to Internet content patterns and spreading scope,this paper captured a typical female role "Jinlian Pan" and her gender writing case to discuss how the mass media represent the female images.The study uses a structured semiotics method which means finding and using symbols to analyze the meaning process and the deep implication of the media contents.Also,the paper will use Roland Barthes's popular culture theoretical criticism "Myth" theory and Pierre Bourdieu's social and cultural criticism "Symbolic violence" theory to explore the ideology and social construction forces behind the media's representation.For the reason of qualitative research can only select limited samples,the study selected two advertisements,four films and four news as the main analysis objects after investigated various media contents of "Jinlian Pan".The study found that even mass media is extremely emphasizing the importance of woman's“spectacle",for example,the images of "Jinlian Pan" are disseminating in the every aspects of mass communication,but the mass media's representation is only a series of stereotypes that can be summarize as "empty beauty" and "vicious whore".And in the process of shaping and transferring these stereotypes,even the mass media's narrative methods have some characteristics of deconstruction,but they also happen to coincide to take the obvious male center position.On the one hand,"Jinlian Pan" herself is absent in most cases of the process of shaping and transferring the "empty beauty" and "vicious whore" stereotypes.Also,her female roles is limited in the domestic life,her female values and appeals are ignored or belittled by the mass media.On the other hand,woman's objective and submissive position is highlighted by the mass media in the process of Jinlian Pan's being a "spectacle".By these ways,the mass media has made two myths of "Jinlian Pan",one is the myth of woman and family and the other is the myth of woman's body.And behind these two myths is the social ideology of woman's roles and values which is aiming to discipline woman's body and identity.All in all,the new context of internet doesn't created new gender writing and new gender meaning.In essence,"Jinlian Pan" is still a message that the patriarchal culture communicated,she is the signifier and the carrier of the signification but not the creator of the signification.As a approved communication symbols by the patriarchal culture,she is inscribed into the stereotypes the the myths,and finally entered the mainstream culture by this ways.But the mainstream culture is defined by the patriarchy and bundling with mass consumption.Though "Jinlian Pan",we can see that the gender writing is still in the two dilemmas.