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女性主义理论在西方产生较早,在多个研究领域得到应用;在中国由于历史原因它产生较晚,主要是改革开放后才逐渐成长起来并在多个领域得到应用。传播学中的女性主义研究主要有两种视域,一种认为当今媒介中充斥着各类各色女性形象,但他们并未展示出真实的女性生活,男权话语主导下媒介所塑造的女性形象充满了忽视、偏见、歪曲;一种是认为在女性主义思潮影响下,新闻已经出现了“女性化”的表象,但它所掩盖的是更加隐蔽的性别不平等的实质。本文主要着眼女性主义研究在我国电视广告中的应用,针对当前我国电视广告中的女性形象偏差,分析其产生的原因和传播学理论依据。
The feminist theory came earlier in the West and was applied in many fields of study. It was later developed in China due to historical reasons. It gradually grew up and was applied in many fields after the reform and opening up. There are mainly two kinds of research on feminism in communication studies. One is that there are many kinds of female images in the media today, but they do not show the real female life. The feminine image formed by media under the patriarchal discourse Full of neglect, prejudice and distortion; one is that under the influence of the feminist trend of thought, the news has appeared in the form of “feminization”, but it masks the more hidden substance of gender inequality. This article focuses on the application of feminist research in television advertising in our country. In view of the current female image bias in television advertisements in our country, this paper analyzes the causes and the theoretical basis of communication studies.