Construction And Interpretation Of The Media Image Of Silver-haired Women In Her Variety Show

With the progress of social material civilization and the awakening of women’s independent consciousness,women’s social status is gradually improved,and their consumption power is also increased.Therefore,mass media also focus on the female market and spread the content closely related to women,and the image of female media is increasingly rich and multi-dimensional.Among them,"She Variety Show" with female as the core communication object plays a particularly prominent role in the construction of female media image.However,although the current "She Variety shows" are varied in theme,content,value orientation and other aspects,but from the perspective of female age,they are relatively similar and single.The objects of their variety shows are mostly focused on young women.Silver haired women are an important part of the female group.Its plot narration and language expression serve the main characters of the variety show rather than themselves.In addition,in social life,silver haired women are often labeled as "gossiping women","retired old women dancing in the square","meddler mother" and other stereotypes,which exist at the edge of the social value system.Therefore,the study on the construction of media images of silver-haired women in "She Variety Show" and the audience’s interpretation of them not only contributes to the blooming of a hundred flowers in the market of "She Variety Show",but also has certain practical significance for changing the overall cognition and value recognition of silver-haired women in the hearts of the public.In this paper,13 programs of "She Variety Show",《WOW!MOM》,the first one for female silver generation in China,are selected as the research object.Based on framework theory,coding and decoding theory and feminist theory,case study method,text analysis method,content analysis method and in-depth interview method are used as the main research methods to try to answer the following questions: How does the program construct the media image of silver haired women? What kind of media images of silver-haired women are presented? What is the practical significance of constructing such a media image of silver-haired women? How do the audience interpret the media image of the silver-haired female constructed by the program? Through a comparative analysis of the construction and interpretation content of both sides of the program,this paper reflects on the limitations of the program in constructing the media image of silver haired women,and puts forward constructive suggestions on the future development of "She Variety Show" in constructing the media image of silver haired women.The first part is the introduction,which mainly explains the research background and significance,literature review,research methods and innovation points and theoretical basis.The second part sorts out the development history and content of "She Variety Show",summarizes the "She Variety Show" about silver haired women,and summarizes the characteristics of the media images of silver haired women in "She Variety Show" in the past,and then introduces the content and characteristics of the program 《 WOW!MOM 》,the research object of this paper.The third part studies how《WOW!MOM》constructs the media image of silver haired women,and analyzes its characteristics and practical significance.The fourth part summarizes the audience’s interpretation of the media image of silver-haired women in《WOW!MOM》.The fifth part will make a comparative analysis of the contents of construction and interpretation,so as to reflect on the limitations of the program in the construction of the media image of silver haired women,and give the corresponding development suggestions.According to the research,at the construction level,through the construction of thematic framework,narrative framework and rhetorical framework,《WOW!MOM》presents the media image of avant-garde,brave and independent silver haired women to the public,which helps silver haired women better improve the status quo of "aphasia" and emphasize self-value.At the level of interpretation,the audience holds three different decoding modes.The audience holding dominant decoding shows positive and empathic intention,the audience holding consultative decoding shows defensive and deviation trend,and the audience holding confrontational decoding insists on rejection and resistance.According to the comparative analysis of construction and interpretation,it can be found that "She Variety Show" has limitations in the construction of the media image of silver females in the form of content script,image industrialization and value contradiction.In the future,more attention should be paid to the real silver females,the social value of silver females should be mined,and the commercial advertisements of the program should be arranged reasonably.