A Study Of Women’s Discourse Construction In "Orange Umbrella" WeChat Public Account

At a time when feminist consciousness is gradually increasing in Chinese society,a number of socially influential women’s self-media have been created locally.The independent and flexible form of communication allows women’s groups to use it to spread women’s discourse and increase women’s power of expression.Compared with other women’s self-publishing media,the Orange Umbrella,the subject of this study,is unique in that its brand slogan is "Unite across borders to end gender violence".This slogan defines two characteristics of "Orange Umbrella" :first,"Orange Umbrella" relies on a network of partners to exist;second,"Orange Umbrella" was originally established to focus on the issue of Gender-based violence.Gender violence is violence against individuals based on their biological sex or gender identity,including physical,verbal and emotional threats in public and private settings.Compared with domestic violence,gender violence is not a universally known concept and has more room for dissemination.Based on gender theory,this study uses content analysis and textual analysis to explore how the female discourse of the self-media "Orange Umbrella",which advertises "against gender violence",is constructed,and to analyze its discourse type,discourse construction strategy and discourse function.The study also analyzed the types of discourse,discourse construction strategies and discourse functions,and reflected on the construction of women’s discourse in the era of self-media.The study finds that,in terms of the overall presentation of discourse,the gender discourse texts of "Orange Umbrella" express objective views and focus on voicing women’s opinions;the style of articles is mainly column articles summarizing experiences;the texts on the topic of gender violence show that gender violence occurs not only in the private sphere of "family" but also in the private sphere of "family".The texts on gender violence show that gender violence occurs not only in the private sphere,mainly in the "family",but also in the public sphere in real life and even in the virtual network,and its targets also extend to men.In terms of discourse construction,Orange Umbrella starts from the objectified image of women,encourages women to seek self-transformation and explores their rights as subjects,while also giving voice to men who suffer from gender violence.Through the expression and construction of women’s discourse,Orange Umbrella has gradually established an online "women’s community",further promoting the identity of women and the reshaping of traditional gender concepts.Finally,this study reflects on the dilemma of women’s discourse in the process of media communication.The main manifestations are: it is difficult to expand the discourse of marginalized women groups who are separated by the digital divide under the empowerment of media technology;the pollution of "misogynistic" culture hinders the development of gender equality;and female audiences are exposed to "gender violence" for a long time."sympathy fatigue".In the face of this dilemma,women’s media such as Orange Umbrella can be improved in terms of enhancing the "visibility" of women in marginalized areas and focusing on gender equality.