时尚杂志中的女性形象分析英语原创论文.docx
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时尚杂志中的女性形象分析英语原创论文.docx
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时尚杂志中的女性形象分析英语原创论文
RepresentationofFemaleImagesinFashionMagazine:
ACaseStudyofELLE
TableofContents
1.Introduction
Withthenewroundofmarketopenness,economicgrowthandsocialstratificationininternationalsociety,femalefashionmagazineshaverapidlyandwidelyattractedalargeamountofyoungfemalesaroundtheworld.Throughthepromotionoffemaleimage,fashionandconsumption,thesemagazinesevenbecomeimportant“textbooks”forthosefemalereaderstogaingenderidentityandclassidentity.
TheresearcherchoosesELLE,aParis-basedinternationalmagazineasacasestudy,tofindouthowfashionmagazinerepresentsfemalerolesandgenderimplication,andwhatthecomplicatedrelationshipisbetweenmediaandsocialgenderreflectedbyfashionmagazine’sconstructionoffemaleimage.
2.Literaturereview
Fromthebroadestsense,culturalproductioninmasssocietyistheproductionofsymbols.Themostcommonsymbolicexpressionmethodoffashionmagazinesismetaphor.Theyplayasthetextbooksofmiddleclasswomen’sgendertechnologyandprovidemiddleclassidentityimagination(Frithetal,2005).
Thefirstkeymetaphorisfemalegendertechnology.Earliestfemalemagazinesexistedinthe1760s.AftertheWorldWar
femalefashionmagazinesdevelopedrapidly(Frithetal,2005).Forexample,sincetheestablishmentin1945,ELLEhasalwaystargetedatmiddleandupperclassfemales(Cakir,2014).Itscontentscoverfashion,clothes,communicationwiththeoppositesex,travel,etc.ELLEusuallypresentsasaprofessionalfashioncriticwitheleganttaste,andstressesthetemperamentofwomen,anddefinemiddleclassfemaleidentitythroughspecificimage,fashionandlifestyle.
Fashionmagazinesshowgreatpassiontofashionproductssuchasclothesandaccessories.Theirobjectiveistodisciplinethefemalebody.Thebourgeoisiedividedpublicandprivatesphere,anddrovewomentotheprivatesphere.Whenwomenarejustthevisiblecorrelationofmen’seconomicandsocialstatus,theirvalueisjustactingastheaccessoryorluxuryofupperclassmales(Frithetal,2005).Duringtheprocessoflearningtobemorefeminine,naturalattributeoffemalebodyandfemalerepresentationtechnologybecomecontradictory,thusfashionableclothes,weight-lossandbeautyindustryappearonmodernindustrystage.Fashionandothertechnologyofbodydisciplinearecombinedwitheducation,authenticityandcriticism(Frithetal,2005).Theyencouragefemalestochangetheirbodiesintosocializedbodies.Forinstance,fashionmagazinesteachwomenhowtobecomewomenthroughthepromotionoffashionproductscanshapebeautifulfemalebodiesandtemperament.Whenfemalesareforcedtolinkcloselywithleisureanddecoration,theirfemalenessisdefinedastherepresentationandacceptanceformoffemalebody,theirpersonalityandidentityhavetobemeasuredbyappearance(Markula,2001).
Thesecondmetaphoroffashionmagazinesisthemiddleclassidentity.Modernmagazinesareformedanddevelopedalongwiththeexistenceandprogressofmiddleclassandtheirculture
(Polivy&Herman,2004).Thewholeprocessincludesaseriesofsocialpracticesandculturaladaptationpractices,animportantsymbolisthedivisionofpublicandprivatesphere.Inordertodistinguishthemselvesfromotherlowergroups,theemergingmiddleclasscreatedcorrespondingsharingvalueandspecificpracticesinprivatesphere(Polivy&Herman,2004).Themostprominentisthesettingofnewgenderrelationships,namelywomenshouldbespeciallyengagedinsocialintercourseandhousework.Middleclasswomenwerethefirstgroupofwomenwholeftpublicsphereandfocusedonfamilyroles(Tiggemann&McGill,2004).
Fashionmagazinesregulatewhatbehavior,roleandemotionmiddleclasswomenshouldhave(Grabeetal,2008).Proprietaryofthesevalues,expectationsandbehaviorsaretherepresentationofcommoneconomicorpoliticalinterest,aswellasthesenseofidentitytothecertainsocialgroup(Moeran,2006).Aslongasleisureisstillanexpensivegoodforpeople,formostwomen,speciallybeingengagedwithsocialintercourseanddressingupisstilladesire.Infact,tasteofbourgeoiscultureexpressesenthusiasmandconsideratenesstowomen,butisunwillingtogivethemenoughfreedom(Moeran,2006).Eventilltoday,political,economicandsocialstatusofwomenisinferiortothatofmen.Historicalstudiesremindpeoplethatfemales’middleclassidentityisobtainedatthecostoftheirlosingsubjectivity.
3.Methodology
Inordertogainenoughinformation,theresearcherwillusebothprimaryandsecondaryresearchermethods,includingreviewingliteratureandonlinematerialsandanalyzingoriginalmagazineresources(Jensen,2013).Analyzingoriginalmagazineresourcesmaybethemostappropriatemethod,becauseitisadirectwaytoknowhowELLEmagazineexpressesfemaleimages.Theresearchwillvisittheschoollibrary,onlinedatabaseslikeGoogleScholarandELLE’sofficialwebsite,andtheresearcherwillfullyusecriticalreading,thinkingandanalyzingskillslearnedfromrelevantcoursestoconducttheresearch.
TheresearcherconductedstructuralandtheoreticalsamplingstoallpublishedELLEmagazines(Britishedition)from2011-2014.Among16samplings,554femalecharactersexistin223articles,articleswithfemalecharactersoccupy41.5%ofallarticles.Generally,femaleimagesinELLEaremainlydividedintotwotypes:
familyrole(girlfriend,wife,mother,daughter,consumerofdailygoodsetc.)andsocialrole(workingwomensuchasactressesandmodels).Thereare345familyroles,accountingfor62.3%ofthetotal,imagesintheidentityofsexobjectoccupy95.7%.Thereare209socialroles,accountingfor45%ofthetotalfemalecharacters.Moreimportantly,159professionalactressesandmodelsoccupy76%ofallsocialroles.Almostallofthemarefashionspokespersons,luxuryconsumers,wivesandlovers.Afterwork,mostofthemarestilltypicalfamilyroles.ThoughELLEhasbrokenthroughtraditionalgenderdivisionoflabor,only4.3%femaleimagesareengagedincreativework.Infact,theproportionoffemalefamilyrolesinELLEisaslargeas98.4%.
ConcretearticlesinELLEfurthershowhowthemagazineshapesandemphasizes“feminity”.AnarticlecalledAngel,pleasecombyourfeatherswellteachesayoungbeautyhowtodressup.Theauthorinstantlypicksout10mistakesofthebeautifulgirl,suchasherunderwearisimproper,signsofbraandunderpantscanbeseenclearly;thegirl’sbellyisalittleswelling,whichbecomesmoreevidentbeneathhertightsilkdress;heelskinisrough;forgettingusingtheliplineretc.(McKee,2012).Inordertohighlighttheunforgivenessofthesemistakes,thisgirllostthegreatopportunityofscreentestfornextHollywoodblockbuster(McKee,2012).InanotherarticleWhattoweartoajobinterview,theintervieweeisgoodatdressingup,shespeciallywearauniqueasilkscarfwithafamousluxurybrand,thisscarfhelpsherconquertheinterviewersandwinhertheidealjoboffer(Smith,2012).
4.Findings
Fromthespreadofoccupation,itcanbefoundthatfemalefamilyandemotionalrolesoccupynear50%.Besides,itseemsthattherearemanyworkingwomen,butmostofthemareactresses,modelsandprofessionalsinentertainmentindustry.Realsocialrolesonlyaccountfor3.45%.Therefore,ELLEseverelystrengthenstraditionaldivisionoflaborandfemales’familyandemotionalroles.Itsroleexpectationstofemalesarepretty,young,pursuingluxuryconsumption,valuingloveanddoingtraditionalfemaleoccupations.FemaleidentitywasconstructedbyELLE(Moeran,2006).Theso-calledfeminityorwomanlinessreflectedandstrengthenedbyELLEistheresultofgenderbipartitionbasedonaseriesofbinaryvalues.Duringtheprocess,ELLEreconstructsthenotionsofwhatismasculineorfeminine.
Undoubtedly,ELLEisjustlikeafeastoffemalefashion.Decidedbyitsform,corecontentofELLEisusingfashiontoteachyoungfemalesfemaletechnologyandthenbuildtheirsocialimages,suchasbodytraininganddresscollocationrules.Socialidentityandsexualidentityofafemaleishowsheusesclothesandaccessoriestorepresentherbody.Thatistosay,whenclothes,cosmeticsandfamilyrepresentwomen’spersonalityandsocialstatus,theirbodiesbecomethetoolofself-managementandbodypolitics(Polivy&Herman,2004).
Bothofthetwoarticlesmentionedaboveevacuateallpolitical,economic,cultural,educational,historicalfactorsinreallife,butsubtlytransformpersonalsuccessandopportunityintonaturalandphysiologicalfactors,inordertoattachcommoditysymbolsonclothingoracertainfashionbrand.Thetwoarticleswerewrittenbywomenanddiscussaboutfemaledressing.Inthemythofputtingfemaledestinyandfashionattheequalposition,asexualideologyisimpliedthatvalueofwomenistobeseen,temperamentofwomenisconstructedbytheirclothes,andqualityofwomenisalsopresentedbythemanagementoftheirclothestothem.However,moralcharacter,knowledgeandskillofwomenareallignored.Whenclothesbecomeakindofbodypolitics,akindofrenewableresource,clothesbecomeanotherextremeofpeople’ssociality,thereforestronggendercharacteristicsareshown.
Ideologyisubiquitous.JustasRolandBarthesproposed,fashionisactuallyplayingwithaserioustheme,whoamI?
(Rocamora,2009)Intermsofthemetaphoroffemalegendertechnology,itcanbefoundthatmodernfemalesneedtocreateanewsetofsymbolicvalueunderthemoreprosperousmarketandlargerself-determinationspace.Whiledressing-upandclothesarethemostconvenientsymbolicrepresentationtodominat
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