美貌与性别——从杂志广告看媒体对青少女性别认同的行塑-beauty and gender - the medias portrayal of young girls gender identity from magazine advertisements.docxVIP

摘要本研究主要在探讨青少女性别认同的发展过程中，广告媒介所扮演的角色。 摘要 本研究主要在探讨青少女性别认同的发展过程中，广告媒介所扮演的角色。 我们将探讨广告文本中的“美貌’’元素，论述其内容如何呈现和性别有关的价值 与意识形态，通过广告这个社会性的文本对“美貌一诉求的呈现，来分析广告如 何构建和影响女性阅听人的性别认同。 针对研究焦点，本研究的研究方法分为两个部份：(1)量化内容分析方法：本 研究选择近半年(2007年7月—．2007年12月)期间的两本发行量较大的女性杂 志《女友(校园版)》与《ViVi听薇》，每月各取一本，共收集217则广告，就其 广告的诉求与所呈现的美貌讯息进行分析：(2)符号学分析方法：针对与美貌建构 有关的产品广告，挑选数则分别蕴含传统与进步意识的文本，透过符号学的分析 方法层层解读少女杂志广告中美貌讯息之中深层运作的意识形态。 结果发现，在广告内容的呈现与再现中，少女杂志广告里所呈现的美貌形象 依旧是社会既存的刻板印象的延续，女性气质在杂志广告的内容里与美貌相连结， 呈现出一种较为被动，柔顺的传统角色。广告经由媒体不断的重复曝光，关于美貌 的迷思时时刻刻影响着这些年轻女性对于自己和自己族群外貌的看法。 根据研究的结果，建议在制度和个人两个层次帮助青少女对自己身体，外貌 的自信与性别认同的建立，对广告所传达的主流论述进行意义的争斗。 关键词：性别角色符号学分析美貌与性别符号 Abstract Thepu巾。se of this study is what is the role of advertising played by the media in the development of the adolescent girls gender identity. We will explore the advertising version of the beautiful elements，discussed the beautiful how to present its contents and the value of gender and ideology，Thorugh advertising text of the beautiful demands，to analyze how advertising ∞nstruct and impact female audience on their gender identities. For research focus，this study were divided into two parts:(l) Quantitative content ∞ ∞analysis method: research selected two larger issue of womens magazines during nearly six months of July 2 7.2 7 Deαmber women(campus) and ViVi ∞ ∞ analyze the the appearanωand meanings of beautiful elements in the advertising that a month each for a totalωllection of 217.(勾 Semiotic Analysis Method:Selected some products advertisernents induding traditional and progress sense that relating beauty construction ，analyze the deep ideology of messages 咆eautiful that performanωd by the teenage beauty rnagazine. The results showed that the appearance of the beauty by the image presentation of the advertisements 坦 teenage rnagazines is still grounded in social stereotypes.Advertising through the media ωnstantly repeated exposure on the beauty myth always a旺ect these adolescent girls for their own and their ethnic appearan伺 vlews. Aωording t