The Perspective Of Modern Female Image From The On-line Marriage Advertisements

One of the themes of the G8 Summit in 2018 is gender equality and empowerment of women.In recent years,the return of women's rights is the focus of global attention.Psychology,sociology,and communication are the main topics in the study of women's rights,.From the perspective of feminism,the mass media,or feminist research involved in the field of communication,has become a new kind of academic trend today.The study of feminism by the communication scholars focuses on the field of advertising,that is,analyzing women's images from the performance of advertisements and interpreting the social values embodied in advertisements.Marriage advertisements,as a special form of advertising,are the main objects of feminist interdisciplinary research.In 1902,"Ta Kung Pao" published Chinese first marriage advertisement.The newspaper marriage advertisement broke the feudal ritual system.The marriage advertisement is different from other commercial advertisements.It is the information dissemination generated by personal emotional needs.Marriage advertisements are presented in a non-commercial format,concealing the social value orientation of the time and the distinctive background of the era.Changes in the form and content of marriage advertisements record the subordination of social rights status.In the environment of social consciousness and the mainstream consciousness of the mass media,influenced by the “binary structure of gender”,the phenomenon of the construction of “otherness” by male authority over female images in advertising is widespread.The female image in traditional advertisements has become a target for men to watch,tamed,and associate with their delicate figure and beautiful face.The social image is confined to occupations such as family women,waiters,teachers,and nurses.It is a patriarchal society.The helpers and adherents of Yinxian.In recent years,Internet technology has continued to infiltrate all aspects of social life,social discourse rights have been reset,and women's self-awareness has continued to increase.Images of women,women elites,and female leaders in the workplace have appeared and have shown signs of expansion.The female images presented in the online media are diverse,entertaining and self-marketing,such as Papi Jiang Yilei,and Tea Tea sister Zhang Zetian.In Internet marriage advertisements,women have the unprecedented initiative and right to speak,and women's self-awareness can be released and displayed to the greatest degree.This article starts from the feminism and compares the two women's images constructed by the female and the male couples through the sample statistics and content analysis of the Jiayuan Marriage website and its 400 marriage advertisements.Based on women's stereotype theory,gender theory and two environmental theories,from the perspective of historical development and socio-cultural perspectives,the five reasons for forming this female image difference,namely the identification of female gender roles,the cultural influence of traditional male rights,Social and cultural influences,empowerment of mass media,consumer psychology of advertising.