Analysis Of The Causes Of Media Gender Images In Live Webcasts

In the age of rapid development of Internet and new media technology,the emergence of new forms of media always gives us a surprise,just like live broadcast.Because the media is organizational behavior,to live up the weaker sex itself,and now live online platform threshold is low,the anchor point of view,judgment and content selection will be influenced by the consciousness of gender,gender identity,so based on the network to study live gender image in the media has a certain significance.From a gender perspective,this paper study network broadcast in the communication process is how to participate in the construction of gender structure,adopts the method of observation,depth interview method,literature analysis of research methods.And in the traditional sense,the audience expect beauty &fashion,gender temperament is a very strong field,the characteristic of strong field easy to illustrate this,and there are more and more men involved,therefore,we selected the beauty fashion bloggers and the followers of the fashion field of beauty cosmetics as the research object.Through to the live webcast of the host of male and female gender image and its discourse,from social,economic,family and individual four aspects to discuss the influence the gender of the host image in the process of live broadcast of the formation and construction factors and process,as well as waiters,the sex of the anchor image construction of gender consciousness and the image of the audience that how to change and influence,this is the focus of this study.Through the study found that live webcast makeup fashion class the gender of the host image of China and the United States on the one hand,fall into the traditional gender ideology,but also appeared the positive side,live appear to provide a platform of equality of sexes,break through the traditional gender cognition;Women's employment opportunities,the gender image of the society is more abundant,so that Women's economic independence,women's status and self-image are promoted.It has a positive effect on the gender consciousness and mentality of the audience,and the gender image of the audience is positively changed.,of course,the construction of gender influenced by many factors,media,and audiences have played an important role,only the joint efforts of the various aspects to construct a healthy and harmonious gender between the sexes,and to promote gender relations and gender tothe common development of itself.