Media Presentation And Discourse Analysis Of Women’s Issues In Fashion Official Account

The media of ’her perspective’ is equivalent to a gender perspective,which,along with the enhancement of women’s discourse power,dispels the male characteristics that emphasize grand narratives in traditional environments,enabling the media to build a self in the relationship with women.Among them,fashion and women are inseparable.Fashion discourse,as a tool,guides women to establish values by promoting women’s concepts,and has a positive significance for women’s empowerment in the digital age.This paper attempts to understand the writing of women’s issues through fashion official account,and mainly hopes to answer the following questions: First,what are the writing characteristics of women’s issues in fashion official account;The second is how to recognize the relationship between current fashion and women through this feature,and guide the development path of women’s issues in fashion official account in the future.This paper takes professional fashion official account as the specific research object,discusses the presentation of women’s issues through content analysis,and interprets the discourse in the presentation process.The research found that women’s issues in the current fashion official account mainly constructed multiple aesthetic discourse,professional equality discourse,emotional subject discourse and rational construction discourse,and showed the characteristics of inclusiveness,structure and verticality in the construction process.After that,the author traced the characteristics of the presentation,analyzed the deep reasons that affect the current situation of the construction of women’s issues on fashion official account from three aspects: the transformation of capital operation logic in the market,women’s topics that gradually "desensitize" in the social context,and the double coercion of gender culture and consumer culture at the cultural level,combined with interviews to reflect on the problems existing in the writing of women’s issues on fashion official account and the future optimization path.Fashion and feminism complement and construct each other.Throughout history,fashion has been regarded as a self actualizing need built on top of physiological needs,a "myth" constructed by consumerism.However,the relationship between fashion and women extends from their original fashion appearance and is closely integrated with social issues.By analyzing women’s issues in fashion official account and combining with audience interviews,this study believes that the current fashion official account ’presentation of women’s issues is more defined as a specific class,lacking the narrative of ordinary women.Present gender discourse consumption tendencies and highly homogenized fashion symbols make the environment of women’s issues still have the meaning of "ideal utopia",which cannot fully and objectively show women’s dilemma.Therefore,when writing women’s issues in the future,fashion official account should maintain their professionalism in the field of fashion,and at the same time should expand women’s perspective to focus on more rich women’s issues.