Deconstruction And Construction: A Study Of Female Consciousness In The Public Account Of "She Magazine"

Since the second feminist movement put forward the word "female consciousness",it has been reflecting the cognitive and ideological level of women in different times.The word is a key concept in women's pursuit of gender equality,improvement of women's social status and enhancement of women's independent consciousness.The era of social media has injected fresh blood into women's consciousness.Under the empowerment of new media technology,women's independent consciousness has been enhanced and their right to speak has changed.They have challenged traditions and constructed new concepts.As an important part of social media,WeChat public account not only presents and cultivates female consciousness,but also provides a new perspective and research object for female consciousness research.The research object of this paper "illlher",as a leading female public account,plays a decisive role in the deconstruction and construction of female consciousness.The article in the "illlher" WeChat public number deconstructs the subsidiary consciousness and part of gender consciousness in the traditional female consciousness,but in the process of deconstruction,it is not a complete negation.On the basis of affirming women's physiological characteristics,it pays attention to women's love consciousness,strengthens women's family consciousness and constructs women's aesthetic consciousness.The deconstruction of traditional female consciousness by the official magazine of she magazine is actually a challenge to the mainstream culture with male chauvinism as the core.At the same time,"illlher" WeChat public number constructs the female subject consciousness,the independent consciousness and the esthetic consciousness.On the other hand,it examines the external world from the perspective of women,and understands and grasps it with the characteristics of female life.The sense of independence is constructed from two aspects of women's emotional independence and economic independence.As the main content of her magazine,aesthetic consciousness is presented from two aspects:female image and male image,in which female aesthetic consciousness is mainly constructed from the perspective of female image.In the process of constructing female consciousness,"illlher" WeChat public number depicts female images and conveys female emotional desires by means of text presentation with both pictures and texts.In addition,in order to expand the scope and influence of public accounts,celebrities are used as narrative objects.However,the female image,female emotion and life style depicted by"illlher"WeChat public number is an "ideal picture",which is in great contrast with the real life of the general public.In the process of deconstructing and constructing the female consciousness,the public issue of "illlher"WeChat public number has an obvious tendency,which originates from the awakening and growth of the female consciousness under the cultural background of social media.In addition,"illlher" WeChat public number,as a profit-making entity,needs to find the convergence point between advertisers and users,so as to selectively present the content that can attract users' attention and advertisers' favor.The empowerment of new media technology enables women to have discourse tools to fight against men.In the process of discourse game,women's consciousness gradually grows.Finally,"illlher" WeChat public number by virtue of consumer society on the symbol and meaning of the characteristics of consumption,"objectification" of women,women's body,emotion has become a symbol of consumption.At the same time,women are still in the situation of being stared at,under the pressure of power from men's eyes.