Comparative Study On The Role Image Representation Of Different Genders In Traditional Media's Official Micro-blog

As a new media platform,microblog has emerged and are developing rapidly,which has attracted the attention of scholars from different fields.Gender as a variable introduced into new media technology field has become a new academic issue.Gender image problem in the new media,especially female image problem is one of the focuses of attention for the foreign and domestic scholars.Compared with traditional media,the research of exploring different gender image problem in the new media from the perspective of the role image is not enough in-depth and still lacks enough empirical data to support at present.Based on the powerful propagation force and influence of traditional media official microblogs,this paper selected influential People's Daily official microblog as the representative of party newspaper media's microblog and Southern Metropolis Daily official microblog as the representative of metropolis newspaper media's microblog,and extracted the news reports related to gender images from January 1,2013 to December 31,2015 as the research object.According to the theory of social gender and agenda setting,this paper explored the female role image problem in the media official microblogs from the perspective of media representation and construction,and compared with men in the meantime.In general,through content analysis and chi-square test,this study found that,there were significant differences in the five variables of the amount of coverage?the characteristic of the different age groups ? role presentation ? professional identity and character description between men and female in the traditional media official microblogs' coverage.These kinds of differences showed it had a certain gap with reality and continued with traditional ideas.From the micro perspective,the content analysis and text analysis results showed that,from the comparison between genders,the role images between female and male existed obvious differences in traditional media official microblogs presenting the role image characteristics of family roles,professional role and social role.The stereotype of female role image in the traditional gender culture and the patriarchal ideology were still visible.From the comparison between the media,the media official microblog of party newspaper and the oneof metropolitan daily showed more differences when presenting gender role image of the three kinds of roles.In other words,the nature of different media would affect the differences in the presentation of gender role image.To explain this phenomenon,combining with relevant theories,this paper analyzed it from social,cultural,media itself factors.First,in the coverage of gender role image of media official microblogs,the influence of the patriarchal ideology deeply rooted.Second,consumerism culture extended to microblog platform was one of important factors influencing the differences between the sexes in the media official microblogs' coverage.Finally,because of the differences of the nature and function orientation of media,the party newspaper media official microblog and the one of the metropolis daily showed different report tendency about gender role image.