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題 名 | 「新」女性形象的媒體再現與性別意識:電視內衣廣告曼黛瑪璉之圖像符號學分析=Media Representation of “New” Female Image and Its Gender Consciousness: A Pictorial Semiotic Analysis of the TV Brassiere Advertisements Mode Marie |
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作 者 | 李建瑩; 王孝勇; | 書刊名 | 靜宜人文社會學報 |
卷 期 | 8:1 2014.01[民103.01] |
頁 次 | 頁71-115 |
分類號 | 497.468、497.468 |
關鍵詞 | 新女性形象; 性別意識; 後現代女性主義; 電視內衣廣告; New female image; Gender consciousness; Postmodern feminism; TV brassiere advertisements; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在從圖像符號學的觀點分析電視內衣廣告曼黛瑪璉所再現的「新」女性形象,並推敲此一「新」女性形象如何建構不同於傳統的性別意識。藉由符碼形式與文本圖構等兩方面的解析,本研究發現:曼黛瑪璉廣告文本中的女性化身為「性別的游牧者」。她們試圖製造一種流動的性別角色和認同,並自發性地游移於僵化的性別框架之外,積極享受自我的人生。這在相當程度上直指男性中心的權力關係已逐漸被鬆動,而女性更得以藉機形構自主的性別意識。據此本研究指出,曼黛瑪璉廣告文本中在都會、自信、優雅、享樂等氛圍中所再現的女性圖像符號,一方面具有利己主義之特質,另一方面更體現了後現代的「新」女性形象。 |
英文摘要 | This present study is a pictorial semiotic analysis on media representation of “new” female image in TV Brassiere Advertisements Mode Marie. By analyzing the types of code and texture, this paper also aims to elaborate a brand new gender consciousness constructed by that text of advertisement furthermore. This study found that women in Mode Marie seem to act as “sexual nomad” by which to struggle against the conditions of existed gendered ideology and enjoy their real life happily. Based on the research findings, this paper concluded that female image in TV Brassiere Advertisements Mode Marie not only creates the character of egoism from the atmosphere of modern, confident, graceful and hedonic picture, but embodies the postmodern “new” female image consciously. |
本系統中英文摘要資訊取自各篇刊載內容。