女性微信公众号的社会性别意识研究——以《樱桃画报》为例

On Gender Awareness of Female Subscription: A Case Study of Cherry Pictorial

随着社交媒体的崛起和女性消费力量的增加,女性微信公众号的社会性别意识传播成为值得关注的问题。以《樱桃画报》为研究对象,通过内容分析法分析其文字、图片、广告和评论,发现其存在矛盾的性别意识。它一方面通过再现女性焦虑引发女性情感共鸣,另一方面塑造刻板印象,以消费主义消解女性主义;同时刻意筛选用户评论以加固传者的意见,引发女性用户狂欢和性别意识扭曲。商业化女性公众号呈现精神慰藉的父权制本质、消费主义的价值引导以及用户社会性别意识的缺乏。女性微信公众号应成为两性共同参与的社会性别意识传播空间,这需要传者、用户、自媒体平台和政府的多方参与和共治。

With the rise of social media and the increase of women’s consumption power,the spread of gender awareness of female WeChat Subscription has become a matter of concern.The study takes Cherry Pictorial as the research object,analyzing its characters,pictures,advertisements and comments by content analysis,and finds its contradictory gender consciousness.On the one hand,it evokes female emotional resonance through reappearance of female anxiety,and creates stereotype to dispel feminism with consumerism;on the other hand,it selects user comments to reinforce the opinions of the media maker,which leads to female user carnival and distortion of gender consciousness.The commercialized female WeChat Subscription presents the patriarchal spirit,the value guidance of consumerism and the lack of gender consciousness.The female WeChat Subscription should be the communication space of discussions on gender consciousness participated by both sexes,which requires the participation and co-governance of communicators,users,media platforms and the government.