The Consumed Body

Gender inequality is a persistent phenomenon in human society,and women are in the position of oppression.With the development of feminism,women began to rethink this inequality,and began to examine and criticize the social phenomena that people accustomed to discrimination in the society from a gender perspective,which included research on the mass media.Since the emergence of mass media has become one of the important mechanisms of human socialization,the construction of gender culture has also played an important role.The feminine image appearing in the mass media is not only a reflection of the real society,but also has a great influence on the audience.In traditional media,the female image is either ignored or rendered one-sided or not rendered,and is always the role of "Second Sex".The emergence of new media represented by the internet has given the feminist hope.On the one hand,they consider the interactivity of the new media.The characteristics of virtualization and concealment weaken the gender definition,on the other hand,the dissemination of information between users and users in new media is possible,and everyone can become the producer,communicator and audience of information,and women also gain greater freedom.In both respects,women may be able to use this new technology to change their body in the media image rendering,to achieve the improvement of the gender status quo,the male-right culture has a tremendous impact.This paper chooses the new media as the research object,which began 2014 in China and the majority of the female anchors,which collects the primary data through the network observation method and the network interview method,combines the theory,and carries on the new argumentation to this viewpoint based on the predecessors ’ research.The research shows that the female image in the interface of webcast platform still exists in the same stereotype in traditional media.The female body has serious physical materialization and commercialization characteristics;The image of the female anchors,which is broadcast live in the network and has a greater freedom,has a high degree of homogeneity in their own live broadcast,and also shows the widespread allusion to sex.This image feature is not much progress compared with traditional media.The reason,social culture,network platform and women themselves are the important factors.First,the combination of "patriarchal" tradition and modern commercial "hedonism culture" is the cultural reason for the status quo of female images in the webcast.The second is the network broadcast platform as a profitable place for commercial companies to maximize the economic benefits deliberately set to cater to the aesthetic image of male audiences,coupled with the live platform interface construction workers ’ gender consciousness obsolescence is the medium reason;Thirdly,the female anchor in the image of the media is supposed to break through the reluctant leave of economic interests.Continue to regulate their own body in the traditional gender expectation and male vision,and actively become the "watched" landscape in the new media,which is the reason for women themselves.After analyzing the present situation of female image and its formative reasons in webcast,this paper draws the following conclusions: First of all,the image of women in this new media have no obvious difference compared to the traditional media;second,the women’s fate of be consumed is continuing and the degree of consumption is deepening;Thirdly,women are only physically present in the webcast,and the subjectivity are still absent.Therefore,the function of the new media to promote the status of women is limited,the realization of gender equality in the media is a long way present.