A Study On The Media Image Of Women Entrepreneurs From The Perspective Of Social Gender Theory

In recent years,social events sparked by ’gender’ draw attention.The tragedy caused by gender bias has aroused academic attention to the social impact of media-constructed images of women.However,there is a lack of research on female images of different classes in the academic world,so this paper selects female entrepreneurs as the research object based on this research background.Combined with the specific background of the times,this paper discusses whether there is gender discrimination in the image of female entrepreneurs created by People’s Daily,and what characteristics the image of female entrepreneurs portrays presents.This paper first adopts the method of content analysis,takes the reports on the image of female entrepreneurs in People’s Daily since the reform and opening up(1978 to present)as the research sample,and adopts the staged(2001 as the cut-off point)full sample sampling and weekly construction sampling.To obtain valid samples,code the ten categories of reporting genre,reporting layout,news source,reporting theme,reporting tendency,age,quality,identity role,appearance,and industry,and use Spss26 for data analysis to obtain statistical results..Then,using Van Dijk’s discourse analysis as an auxiliary method,eight representative reports are selected to analyze their titles,words,discourses and rhetorical styles.Research shows that the images of women entrepreneurs created by People’s Daily at different stages are closely related to specific era backgrounds,the national discourse shapes the images of women entrepreneurs,and women’s awareness of subjectivity is enhanced,but self-discourse is obscured.The word "female" in titles and titles in media reports has been gradually removed,which seems to have weakened the emphasis on the gender roles of female entrepreneurs,word,which becomes the feminization of the implicit title "words" and "wording style".Sexism is only masked,not eliminated.The "masculine temperament" of female entrepreneurs is obvious,and the "feminine temperament" is ignored.This also means that the overall presentation of female entrepreneurs in People’s Daily still degrades.Therefore,the media should increase coverage,increase the number of reports on the images of female entrepreneurs,broaden the topics of reporting,establish a correct gender concept,and pay attention to the self of female entrepreneurs.Expresses and is committed to creating a fair and authentic image of women entrepreneurs.The application of gender theory in China provides a new empirical case,and Provide a reference for the media to construct a fair and objective image of female entrepreneurs...