Feminist Perspective Of Rayli Research Website

The media plays an important role in modern life, which influences the audience’s cognition and behavior. But the female is an important group in the social development, the female status is the measure of a national civilization degree scale. Through to feminist perspective, to Rayli site as the object of case study to explore the dissemination of the contents of Rayli site is and how women, gender bias in this site for the hidden behind reflects how power relations, and website of this communication strategy reasons. Through the web site investigation found: Rayli site content appears to be abundant, but single substantially, website by gender ideology and the consumption ideology of women shaping, emphasizing the women "s external image, and seducing women through the consumption of fashion products to shape the self. Research shows that: Although the Internet broke the one-way communication of the traditional media, giving the audience a certain right to talk, but the site can not completely empower women, changing the traditional position of women. The website is advocating modernity and autonomy, and it also implies gender bias, and its powerful commercial logic structure causes the phenomenon of female alienation.. The website takes consumption mode as the means for modern women to pursue independence, and its essence is to maintain the traditional male dominated culture, and solidify the gender inequality. However, the commercialization of the website is an inevitable trend, therefore, the site should diversify, and in the development process to deal with the relationship between commercial interests and social responsibility.