| In the business field dominated by men,women entrepreneurs "break the career ceiling",challenging the traditional gender roles and social division of labor,which is of positive significance to dispel stereotypes and promote gender equality.Based on the perspective of gender construction and gender criticism,this study adopts the methods of content analysis and discourse analysis,and takes "Chinese entrepreneurs"as a sample,trying to describe the changes of the media image of Chinese women entrepreneurs in the past 35 years,and investigates whether there are gender stereotypes;meanwhile,it discusses how it is constructed by media discourse under the influence of national power and commercial operation in the process of China’s economic development.It is found that the professional image of female entrepreneurs keeps pace with the economic development,with elite and supporting actress as the main image;the external image pays more attention to femininity and becomes fashionable and diversified;in gender image,political and family roles decline,and gender relations tend to be equal.From the perspective of graphic relationship,the visual image tends to be feminized and presented intuitively,while the text weakens gender and maintains neutral characteristics.Generally speaking,the image representation of female entrepreneurs shows the trend of diversification,independence and elitism.In terms of discourse construction,during the 35 years,the dominant discourse in"Chinese entrepreneurs" has developed from national discourse to market discourse,and then to a variety of discourse interweaving.The construction strategies of female entrepreneurs’ reports are also changing:the subject words are transformed from " Nv ren" to"Nv xing",and from factory managers to entrepreneurs;the terms are becoming more and more formal,and the appellation is changing from "Jin guo" to"Nv zhangmen";the metaphor of view and scenery which implies the scene of gender discrimination weakens,and the metaphor of aggression and competition that emphasizes the essence of business dominates.Accordingly,female entrepreneurs have gone through the process of discourse construction of media spectacle,weakening image and individuation.In essence,women entrepreneurs are only accepted as the typical or neuter image of gender,and the male hegemony in business context has not been truly shaken.This study not only practices the "emerging" critical discourse analysis method of women’s media image and complements it in China’s local context,but also helps to promote China’s media to objectively and truly present the image of women entrepreneurs and further construct a healthy and balanced gender relationship. |
