The Characterization Of Female Subject Consciousness In Female Fashion Magazines In The New Century

In the new century,women have made great contribution to the rapid development of economy.The latest release of“The Research on Chinese Female Entrepreneurs”indicates that female entrepreneurs tend to be younger,taking up 40%in all entrepreneurs between the ages of 25 to 29.The power of female groups cannot be overlooked.Nevertheless,it is not hard to find some deep-rooted feudal thoughts which discriminate against women,such as ＂good marriage is better than good job＂ and so on.Female subject consciousness has been set up in the progressive women and has developed in the new age.There are,however,still hundreds and thousands of women have not really set up and accepted this consciousness.Therefore,how to help more women to set up subject consciousness,improve ideological quality and actively participate in social construction becomes a significant and urgent issue in the new century.Another important feature of the new century is the rapid development of mass media,which exist in our daily life.The mass media not only transmit information,but also influence and guide our values to a large extent.It is an important way to disseminate advanced ideas and guide the formation of values.The mass media that are most closely related to the female groups are the female media,in which half are female fashion magazines.Female fashion magazines circulate a lot and have a wide range of female readers.It is the best channel to disseminate advanced ideas and enhance female subject consciousness.Therefore,the study on how the female fashion magazines disseminate ideas and the role it plays in the process of dissemination will provide reference and practical help for the development of female subject consciousness in China.This study innovatively penetrates into the female subject consciousness in female fashion magazines,taking“SELF”as an example.The study mainly analyzes the specific characterization of female subject consciousness in the magazine,and how it is presented and constructed as well as the suggestions about promotion of female subject consciousness.Taking advantage of quantitative text analysis,the research results of the study are presented in an innovative way.The case study of "SELF" has found that female subject consciousness in female fashion magazines in the new century have diversified characterization,including the following seven kinds of consciousness:the physiological consciousness of gender identity,the individual consciousness of independency,thinking consciousness of rationality,the progressive consciousness of self-realization,the pioneer consciousness of competition,the innovative consciousness of enterprise,the subject consciousness of romance.This study believes that Chinese female fashion magazines in the new century mainly adopts two ways to inspire readers to set up female subject consciousness,one being the planning on theme articles and another being stories telling of outstanding female models,which has achieved good effects.