Official Vs.Commercial : A Comparative Study Of Images Of Women In The Editorial Content And Advertisements Of “women Of China”

Based on the theoretical framework of feminism and international communication,this paper is a comparative analysis and it takes the female images of the English edition of Women of China as the research object and the content analysis method as the research method.This paper is divided into five chapters.The first chapter is the introduction,which introduces the research problems and the research background.The second chapter is the theoretical framework and literature review,presenting the previous domestic and foreign research on female image and gender related literature,and elaborating the social gender theory as well as international communication theory.The third chapter focuses on the introduction of research methods and category construction.The fourth chapter makes content analysis of the women pictures in this magazine,analyzing pictures from the aspects of the basic characteristics,and from the aspect of the dressing styles,the physiological characteristics of those female.The fifth chapter is a discussion about the research result.The research method of this paper is content analysis,the author constructed the category from 12 dimension,as graphic form,camera angles,the scene,the person's age,career,dress and adornment wearing,and also from the person's makeup,figure number in one picture,their interactive objects,the degree of body shape and of scantily,to analyze how the female image in the official magazine is constructed.This paper answers two questions: the first one is “how does the magazine ‘Women of China' construct the image of Chinese Women to other countries”,and “what are the differences between female official image and commercial image”.The research results show that the magazine does not regard women as vulnerable groups when constructing female images,but creates a series of new era female images for readers,such as aggressive and enterprising women,and they always attach equal importance to career and life.But when the mass media constructs the female official image,they will not regard them as the "vulnerable women" but conversely,they advocate the successful women mostly in this magazine.In comparison,when constructing the female commercial image,they will subconsciously degrade women as “someone seen by others”.As a result,these two theories will be driven and interfered by ideology.And the official magazine is inadvertently mixing "stereotypes" when reporting the official images and commercial images of women.