PDF(1628 KB)
PDF(1628 KB)
PDF(1628 KB)
创造新女性：社交媒体女性赋权广告的后女性主义话语与受众的意义生产
Creating New Women Image: Post-Feminist Discourse and Audience Meaning Production in Social Media Femvertising
社交媒体推动了女性赋权广告在全世界范围内的传播。在取得巨大商业效益的同时，女性赋权广告也因其后女性主义话语而被批评可能加剧性别不平等。论文聚焦微博中的女性赋权广告实践，运用主题分析与语义网分析对广告中的后女性主义话语、以及受众对后女性主义话语的回应与意义生产进行研究。研究发现，“自信文化”和“积极心态”获得了受众大量附和，“赋权”被建构为个体“实现美”的过程，“自信”与“积极心态”的自我规训被视作“赋权”的关键途径，消费还被个体赋予了对广告商的“嘉奖”意味。论文还引入马克思主义女性主义的理论视角，聚焦后女性主义话语所折射的不平等经济关系与意识形态，探讨女性赋权广告的“真赋权”路线。
Social media has driven the worldwide spread of femvertising. While achieving great monetization benefits, femvertising has also been criticized for its post-feminist discourse, which may worsen gender inequality. Focusing on femvertising practices in Weibo, the paper uses thematic analysis and semantic network analysis to investigate post-feminist discourses in advertising, as well as audience responses to post-feminist discourses and meaning production. It is found that the confidence culture discourse and the positive mentality discourse are largely echoed. “Empowerment” is constructed as the process of individual “realizing beauty”, and the self-discipline of “confidence” and “positive mentality” is regarded as the key way of “empowerment”. Consumption is also given a “rewarding” meaning to advertisers. Finally, the paper introduces the theoretical perspective of Marxist feminism, examines the unequal economic relations and ideology reflected by post-feminist discourse, and explores the “true empowerment” approach of femvertising.
后女性主义话语 / 主题分析 / 语义网分析 / 马克思主义女性主义 / 社交媒体
post-feminist discourse / thematic analysis / semantic network analysis / Marxist feminism / social media
| [1] |
白蔚(2010). 改革开放以来中国女性消费身体的现代性悖论. 《中州学刊》,(5),123-127.
|
| [2] |
戴雪红(2015). 当代中国社会转型背景下女性气质、身体和情感的逻辑变迁与重塑. 《兰州学刊》,(10),98-104.
|
| [3] |
董金平(2007). 话语与女性气质的建构——二十世纪以来中国女性气质变迁分析. 《江淮论坛》,(2),146-150.
|
| [4] |
海蒂·哈特曼(2006). 马克思主义与女权主义的不幸婚姻:朝向更有进步意义的联合.载詹妮特·克莱妮(主编),李燕译校, 《女权主义哲学—问题,理论和应用》(第573-584页). 北京: 东方出版社.
|
| [5] |
蒋侃, 唐竹发(2015). 高校班级创业实践网络凝聚子群分析. 《中国农业教育》,(6),57-63.
|
| [6] |
李彪(2019). 霸权与调适:危机语境下政府通报文本的传播修辞与话语生产——基于44个引发次生舆情的“情况通报”的多元分析. 《新闻与传播研究》,(4),25-44+126.
|
| [7] |
李艺佳(2021). 新女性主义思潮下女性主义广告的再审视. 《青年记者》,(8),108-109.
|
| [8] |
李银河(2005). 《女性主义》. 上海: 上海文化出版社.
|
| [9] |
莫尼克·威蒂格(2006). 女人不是天生的.载佩吉·麦克拉肯(主编),艾晓明、柯倩婷(副主编),《女权主义理论读本》(第189-199页). 桂林: 广西师范大学出版社.
|
| [10] |
聂露(2019). 社交媒体助推女性主义第四波. 《人民论坛》,(1),45-47.
|
| [11] |
乔恩·贝莱斯, 贺羡, 吴敏(2019). 凯瑟琳·罗滕贝格:新自由主义女性主义. 《国外理论动态》,(10),1-8.
|
| [12] |
热拉尔·热奈特(1990). 《叙事话语新叙事话语》(王文融译). 北京: 中国社会科学出版社.
|
| [13] |
桑德拉·李·巴特基(2006). 福柯、女性气质和父权现代化.载佩吉·麦克拉肯(主编),艾晓明、柯倩婷(副主编),《女权主义理论读本》(第286-318页). 桂林: 广西师范大学出版社.
|
| [14] |
上野千鹤子(1997/2019). 《父权体制与资本主义》. 杭州: 浙江大学出版社.
|
| [15] |
孙桂荣(2007). 女性主义的“中国焦虑”及其在消费时代的深化. 《东岳论丛》,(5),96-101.
|
| [16] |
孙清兰(1992). 高频词与低频词的界分及词频估算法. 《中国图书馆学报》,(2),78-81.
|
| [17] |
王哲楷(2020). 后女性主义时代:女性赋权广告与女性意识的商品化. 《兰州文理学院学报(社会科学版)》,(6),124-128.
|
| [18] |
向芝谊, 陆地(2020). 网络时代影视文化女性消费主义倾向新论. 《现代传播(中国传媒大学学报)》,(2),91-95.
|
| [19] |
伊夫林·里德(2006). 女性:等级,阶级还是被压迫的性别?.载詹妮特•克莱妮(主编),李燕译校, 《女权主义哲学—问题,理论和应用》(第561-572页). 北京: 东方出版社.
|
| [20] |
朱丽叶·米切尔(1997). 妇女:最漫长的革命.载李银河(主编), 《妇女:最漫长的革命:当代西方女权主义理论精选》(第8-45页). 北京: 三联书店.
|
| [21] |
|
| [22] |
|
| [23] |
|
| [24] |
|
| [25] |
|
| [26] |
|
| [27] |
|
| [28] |
|
| [29] |
Standard models of sexual consent in sexual violence prevention campaigns suppose that women, as free and autonomous agents, are in control of their sexuality and are able to ‘just say no’ to unwanted sex. In this article, we suggest that the ‘just say no’ approach to sexual consent is deeply problematic in light of the contradictory ways in which women’s empowerment is assumed within postfeminist discourses whilst masking ongoing gender imbalances. In addition, we problematise neoliberalist notions of the inherently free and hyper-responsible citizen by highlighting the persistence of sociostructural constraints on young women's sexual decision-making. We draw on an analysis of interviews with eight young women aged between 18 and 24 about their perceptions and experiences of everyday negotiations of consent in their casual and intimate sexual relationships with men.
|
| [30] |
|
| [31] |
|
| [32] |
|
| [33] |
In this article, I discuss a postfeminist ‘turn to interiority’ which takes place in US postfeminist television from 2005 onwards. Drawing on the theoretical critiques of postfeminist retreatism and girlie femininity, this turn is characterised by a concern with interior spaces – reviving domesticity and the importance of finding and securing a home – as well as internalised consumption – replacing forms of material consumption with the quest for self-actualisation, particularly through eating and expressions of the authentic self. I analyse this shift through a comparative analysis of the television shows Sex and the City, Girls and The Mindy Project. I argue that the turn to interiority is a product of the US cultural context, but also that this examination evidences the malleability and longevity of postfeminist ideology. Accordingly, I argue for the continuing importance of critical scholarship on postfeminism as an insight into the failures and pervasiveness of neoliberal politics.
|
| [34] |
|
| [35] |
|
| [36] |
|
| [37] |
|
| [38] |
The notion of postfeminism has become one of the most important in the lexicon of feminist cultural an alysis. Yet there is little agreement about what postfeminism is. This article argues that postfeminism is best understood as a distinctive sensibility, made up of a number of interrelated themes. These include the notion that femininity is a bodily property; the shift from objectification to subjectification; an emphasis upon self-surveillance, monitoring and self-discipline; a focus on individualism, choice and empowerment; the dominance of a makeover paradigm; and a resurgence of ideas about natural sexual difference. Each of these is explored in some detail, with examples from contemporary Anglo-American media. It is precisely the patterned articulation of these ideas that constitutes a postfeminist sensibility. The article concludes with a discussion of the connection between this sensibility and contemporary neoliberalism.
|
| [39] |
|
| [40] |
|
| [41] |
|
| [42] |
|
| [43] |
|
| [44] |
|
| [45] |
|
| [46] |
|
| [47] |
|
| [48] |
|
| [49] |
|
| [50] |
|
| [51] |
No abstract available.
|
| [52] |
|
| [53] |
|
| [54] |
|
| [55] |
|
| [56] |
|
| [57] |
|
/
| 〈 |
|
〉 |
