戈夫曼论性别广告:基于仪式与框架的分析视角

Goffman On Gender Advertisements: Based on the Perspectives of Ritual and Frame Analysis

西方学术界经常忽略欧文·戈夫曼关于性别关系的研究。《性别广告》是戈夫曼性别研究的代表作,该研究具有两个特色:第一,通过琐碎的行为细节展示日常生活中微妙的性别差异;第二,充分运用视觉图像因素。戈夫曼主要从仪式与框架的视角分析性别广告,尤其是从行为学的意义上对性别展现进行仪式化分析。具体而言,戈夫曼从尺码相对大小、温柔的抚触、功能等级、家庭场域、次属地位的仪式化以及被许可的情境撤离等六个维度解码商业广告中的性别呈现。戈夫曼将性别不平等视为框架假定的产物,同时调音、编造、转换和超仪式化等因素使商业广告中的性别展现并非完全是现实的镜像。通过探讨被自然化的性别关系以及性别差异的再生产方式,戈夫曼揭示了父权制的微观运作机制。

Erving Goffman＇s study of gender relationships was often ignored by western scholars. Gender Advertisements is Goffman＇s representative work on gender research,which has two characteristics： firstly,to indicate subtle gender differences in lives through revealing details on daily activities,and secondly,to make best use of visual factors. Basically,Goffman uses ritual and frameworks to analyze gender advertisements,especially from the perspective of ritual to discuss gender displays at the level of behaviour. Goffman decodes gender based representations in commercial advertising in six dimensions： relative size,the feminine touch,functional ranking,the family,the ritualization of subordination and licensed withdrawal. To Goffman,gender inequality is the product of frame assumptions,meanwhile keying,fabrication,transformation,and hyper-ritualization make the gender display in commercial advertising not entirely the mirroring of reality. In sum,through the discussion of the naturalized gender relationships and the reproductive model of gender differences,Goffman reveal the micro-operational mechanism of patriarchy.