大众传媒中女性人才发展的表达现状分析——以《中国妇女》与《时尚》杂志的比较研究为例

The Present Analysis of Female Talents Development in Mass Media——A Comparative Study on China Women and Fashion

从《中国妇女》与《时尚》杂志的比较研究入手,探讨20世纪90年代中期以来官方背景的主流女性杂志与市场化的消费类女性杂志,可以揭示其对"女性人才发展"这一主题的呈现与表达状况。《中国妇女》在女性人才观领域内贯穿着浓厚的国家主导的社会性别价值观,其报道对象层次丰富多元、报道涉及的题材兼顾公共领域与私人领域。《时尚》虽然也有一定的正面表现与引导,比如对成功女性的报道与推崇、对性别分工模式的挑战等颇有社会性别色彩,但一是由于其在报道女性人才时在很大程度上窄化了"女性人才"的丰富性,二是其表述的内在逻辑也时常落入消费主义话语的怪圈,因此削弱了其在社会性别价值观引导上的积极程度。因此,在目前受众自费阅读市场占主导地位的大背景下,扩大以前者为代表的主流严肃媒体的影响力是题中应有之义。

If we do a survey of China Women and Fashion,and explore mainstream female magazines of official background and consuming and marketing typed female magazines,we find the exposition and expression of ＂female talents＇ development＂.China Women penetrates deep national orient social gender value concept in female talents field,and it has rich and various reporting objects and its reporting contents are of both public and private area.Fashion magazine is of certain positive introduction,for example,it reports and award successful women,and it challenges gender distribution model.However,its report narrows the richness of female talents and its expressive logic usually falls into the strange circle of consumerism.Therefore,these weaken its positiveness in social gender value introduction.Thus under the background of readers＇ self supporting reading market,enlarging the influence of the mainstream serious media represented by the former one is of great significance.