| As a hot topic in the field of news communication,the research topic of "media and women" has been widely concerned by academia and industry,and the research of female media image,as a branch of it,is the focus area.Nowadays,the consumption culture and business tide are more and more intense.The complex female values in urban consumption deserve attention.With the help of urban media,we need to pay attention to the setting of female issues.In the long run,women's roles continue to be "acquired".Women constantly construct and reconstruct themselves and become gender subjects.In this process,mass media is an important social and cultural force.However,the general impression of women in the society is still in the stage of excessive pursuit of appearance,catering to men's aesthetic and other traditional stereotypes.These impressions are not conducive to the improvement of the overall image of women,but also to a large extent restrict the advancement of gender equality.Therefore,the construction and dissemination of a correct and comprehensive image of women is of great significance to the promotion of women's status and the construction of an equal society.This article selects the official account number of "VOGUE" in 2019 as a research sample,and uses text analysis and other methods to study the research object.This paper discusses the following questions in the process of constructing the female image of the fashion WeChat official account "VOGUE" : the way in which the VOGUE official account is presented,including the female image,the type of female image,the value and the insufficiency displayed in the process of constructing the female image,and finally,the corresponding measures are put forward.According to the author's research,"VOGUE",as the fashion WeChat official account,is more targeted to the female group with certain income and fashion sensitivity.Therefore,disseminating fashion information and modeling suggestions is its main demand.Meanwhile,in order to fulfill the social responsibility of the media,the official account also conveys to the audience the social values that highlight women's price and safeguard women's rights andinterests,which is instructive and progressive.The official account of the public figures from the topics,cover illustrations and placement advertisements,portrays the image of the middle class,celebrities,fashion bloggers,and wives and mothers.It shows the value pursuit of women in pursuit of external,rebellious authority and advocating women's rights.However,there are still some shortcomings: the stereotype of women,the serious tendency of westernization and the lack of writing depth have not been completely removed.Finally,some suggestions are put forward from both the fashion media and the audience itself,including the balance of article types from the fashion media,shaping the Oriental women in the new era;From the aspect of media requirements for the audience,it includes enriching gender demands with the help of Internet media;keeping a rational mind and reasonably examining emotional information. |
