新媒体的性别属性

Gender and New ICTs

本文旨在研究性别与新型信息通信技术之间的关系。通过内容分析的方法探究了电视商业广告中所反映的男性与女性价值观,这些广告主要关于计算机、手机、网络服务、手机网络服务四种主要新型信息通信技术。研究发现,关于新型信息通信技术的商业广告,总体上没有显著的性别差异。同时,本研究发现性别价值观和不同类型的信息通信技术之间存在显著相关性。比如,女性价值观与手机,基于手机的信息通信技术和接入工具明显相关。而男性价值观则与手机网络服务、基于计算机的信息通信技术、网络服务和网站存在正相关关系。"性别权力关系"的概念被用来说明结果,我们通过开放—封闭、设计—消费、全球—本土几组二分特质来对这种关系的分布进行描述。

This article studied the relationship between gender values and new ICTs. A quantitative content analysis was conducted to explore masculine and feminine values that are reflected in the television commercials about four major types of new ICTs： computers, cell phones, Internet services, and cell phone network services. The study found no significant gender difference for the overall frequency of all the commercials about new ICTs. Meanwhile, the study indicated significant associations between gender values and different types of new ICTs. For example, feminine values were positively associated with cell phones, cell phone- based ICTs, and access tools. Masculine values were positively associated with cell phone network services, computer-based ICTs, the Internet services, and networks. Gender-power relationship was adopted to explain the results by mapping out its distribution across a group of binary distinctions, including open-closed, design- consumption, and global-local.