A Study On The Female Images On The Cover Of Chinese Women From The Perspective Of Visual Grammar(1949-2020)

The hand that moves the cradle is the hand that moves the world.Women hold up "half the sky" of human society,and the change of their image is an important part of social culture.The image of women is not only the concentrated embodiment of women’s power and values in society,but also the concentrated embodiment of social civilization and development,as well as the mentality of society as a whole.Since the 20 th century,more and more female images as the main visual symbols appear frequently in image design and communication,which has become one of the focuses of research.This paper takes the female images on the cover of Women of China(1949-2020),China’s official women’s magazine,as the research object.Under this background,the author discusses the implied meaning of pictures in books and periodicals according to the visual grammar of Kress and Van Leeuwen.According to the historical development since the founding of the People’s Republic of China,the development of Women of China(1949--2020)can be divided into four stages: the embryonic period(1949--1977),the development period(1978--1984),the transition period(1985--2004)and the maturity period(2005--2020).Through analysis,it is found that in terms of the overall trend of change,after the establishment of Women of China magazine in the People’s Republic of China,the image of women on its cover has undergone three major changes,which are from the defeminization to the return of femininity,from the career change of working women to female stars,and from the value change of collectivism to individual struggle.From the perspective of visual grammar theory analysis,the women on the cover of "Women of China" tend to weaken the narrative and strengthen the "representation meaning" of the still image.On the definition of "interactive meaning" the women on the cover of the four periods show a weakening trend in the sense of reality and complexity of emotion in their interactions with readers,from affinity and implicit to self-confidence and independence.In terms of "composition meaning",cover design shows the flexibility and richness of form,and the compatibility between image and text is increasing.In addition,the female image types and visual presentation on the cover of Women of China show different characteristics at different stages.In the early years of the founding of the People’s Republic of China,in response to the call of the Party and the government,women stepped into the society to participate in production and labor,and changed from "family members" to "society members",believing that "women hold up half the sky".In the presentation of the cover image,female producers occupied the mainstream in the embryonic stage,presenting the female image of bearing hardships,hard work and simplicity.With the development of The Times,the society began to need people with knowledge,and intellectual women became new women in China.Professional wear,curly hair,leather shoes and other clothing began to appear in the development of women,forming a refined and strong,intellectual gentle female image;With the opening of concept and economic prosperity,people begin to pay attention to the needs of the spiritual world,face their heart truly,and hope to have a free life.The elements of denim,knitted sweater,half skirt and fashion suit together constitute the young,beautiful and fashionable female image in the transition period.With the deepening development of reform and opening up and national economic construction,consumer cultural values have imperceptitiously affected people’s lives,and people began to pursue cultural values emphasizing personalized embodiment and entertainment consumption.During this period,star images with independent temperament filled people’s hearts,and these female images also conveyed the change of people’s ideas.This paper takes Women of China as the research object,takes visual culture as the basic principle,and makes an in-depth study of the meaning of its images from the perspective of visual culture.Starting from the background of the magazine’s birth and historical development,systematic organization of the visual elements of the cover in relation to each other.On this basis,the paper summarizes the artistic characteristics and causes of covers in different periods.Secondly,it classifies and sorts the female images in different periods,discusses how to construct the visual system,On this basis,this paper analyzes the construction characteristics and era value of the new media image constructed by "Women of China".The fourth part makes a comprehensive discussion on the image connotation of the images of women on the cover of Fashion magazine,exploring its deep meaning and its relationship with the political,economic,political,economic and other factors of the times is of positive significance for an in-depth understanding of contemporary popular culture.And on this basis,it makes a reasonable discussion and analysis of the relationship between them from the point of view of the times,forms and deep metaphors expressed by the female images on the cover of China Women magazine,thus providing a valuable reference for modern image creation.