Analysis Of Female Driver's Image Reappearance In People's Daily (1940-2020)

Since the founding of the people's Republic of C hina,there have been many reports on women in the media,and various female images have been created.In the early days of the people's Republic of C hina,the female drivers in the news media were a group of resolute,hardworking and self-improvement women;In the first half of the reform and opening up,the female drivers presented by the news media are the image of social builders;With the continuous development of the country and the continuous improvement of people's living standards,when cars enter t he family and social traffic accidents occur frequently,the female driver presented by the news media has become the pronoun of the road killer.The purpose of this study is to explore how people's daily,the mainstream media in China,describes and reproduces the image of female drivers.This study selects the news reports about female drivers in people's daily from 1949 to 2020,and uses content analysis method to quantitatively analyze 295 news reports,including news length,news words,news content,news theme,occupation type,image attitude and reporting tendency to explore how the mainstream media describe and reproduce the image of female drivers at different stages,as well as the change and trend of media attitude towards women(female drivers),and reveal the reasons for the change and change strategies.According to the results of quantitative content analysis,in the news reports of more than 70 years,the overall image of female drivers is positive,but with the development of society,the image of female drivers presents a trend of negative reports,and the relevant news content hides the specific prejudice and stereotype of female drivers.In the first period(1949-1977),during the founding and centralized construction of the country,female drivers presented the image of female model workers;In the second period(1978-1999),when the country entered the reform and opening up,female drivers were builders of multiple occupations;In the third period(2000-2020)when cars were popular,women became road killers.The image changes of female drivers in different periods are the result of the joint efforts of politics,economy and culture.We need to play the leading role of mainstream media,enhance the awareness of gender equality in the whole so ciety and improve the media literacy of the audience to change the stereotype of female drivers.