A Study On The Alienation Of Commercial Micro - Film On Female Images

Micro film as a new form of the film are active on the Internet in China, favored by the majority of Internet users. Categorized by theme, micro-drama, micro commercials, micro-cartoons and micro-documentaries; Categorized by commercial, can be divided into commercial and non-commercial micro-film. Commercial micro-film as a branch, in addition to have micro-film "Three micro" feature, also has a "profit" nature.In order to achieve the purpose of promotion of products and brands, by erotic, bloody violence, ambiguous picture and kitsch ad to attract the audience, appeared on the Portrayal of Women alienation.Paper by content analysis method and statistics method, in the perspective of marxist theory of gender alienation to study texts,with commercial micro-film unique characteristics as a starting point, in-depth analysis of the business of micro-film performance alienation Portrayal of Women causes and solutions. The main subject of this paper is divided into three parts:commercial films for the alienation of female image shaping performance, commercial films for the cause of female image shaping alienation and avoid commercial films approach to shaping the image of female alienation.In the first part,by summarize, summarize the main performance,namely materialization of the female body, the landscape of the female body and female identity of marginalization.Female body Materialized from the commercialization of the female body and female subject consciousness weakening to analyze; landscape of the female body from female aesthetic concepts of discipline and the female body twisted to analyze.In the second part,this paper mainly from the commercial profit essence of micro film, commercial film narrative fragments, consumption culture’s influence on the audience aesthetic idea, the media environment of the entertainment,mass media on female values, and legal regulation exists loopholes,in tthese six aspects to analyze the reasons..In the third part,we can enhance the related subjects of social responsibility, enhance the female consciousness and improve relevant laws and regulation, in three ways of trying to solve commercial micro film on the Portrayal of Women alienation.I believe that through the analysis of commercial micro-film Portrayal of Women alienation performance, cause, coupled with the tireless efforts of all sectors of society, the network commercial micro-film image of women in the phenomenon of alienation will gradually disappear, replaced by a media environment of gender equality and harmony gender image.