从传媒政治经济学视角看中国当代女性期刊变迁

A Study on the Transforming of Women's Magazine in China from A Media Political Economy Perspective

从传媒政治经济学的角度探讨女性期刊的运作和内容发现,在传媒市场化过程中,女性期刊的营销模式发生了从发行主导型向广告主导型的转变,这一转变引起了传统妇联期刊的式微和时尚期刊的兴起,反应在期刊内容上,则出现了迎合男权思想和消费主义的趋势,使女性形象与"家庭"和"消费"更加紧密地联系在一起,强化了性别刻板印象。

This article explores how the operation and content of women＇ s magazines are determined by the chan- ging of political and economic structure, in the context of transformation from traditional media management system to market economy, from a media political economy perspective. During the process of media mercerization, the marketing model of women＇s magazines has shifted from distribution- supported to advertisement- supported, which has caused the declining of traditional women＇ s magazine of Women＇ s Federation and the uprising of fashion magazine. To meet the demand of masculine and consumerism, they attach women to family and consumption closer and thus strengthen the gender stereotype.