网络直播中女性媒介形象的反思与建构

Reflection and Construction of Female Media Image in Live Web-cast Activity

网络直播为社会大众提供了一个展示自我的平台。众多女性参与网络直播活动,实施自我形象设计与表现,由此在虚拟空间中建构起一个崭新的女性媒介形象。然而此种形象却在复杂动机的驱动下,呈现出“被异化”的问题,促使女性形象、女性身份、权益保护问题在消费主义营造的愉悦情境中走向“解构”。网络直播环境中的女性群体呈现出人格独立的自由形象、欲望解放的感官形象、讨好男性的趋利形象、消费选择的物化形象,导致女性媒介形象在具象化层面出现了身体被消费、形象被异化的问题,在内涵性层面出现了语言媚俗化、形象符号化的问题。这需要加强社会价值观教育,培养女性主体意识,加强对直播平台强效监管,并且要构建两性平等社会环境,培育形塑健康女性媒介形象的土壤。

The web-cast provides a platform for the public to show themselves.Many women participate in live web-cast activities for profit-seeking purposes and implement self-image design and expression,thus constructing a brand-new female media image in the virtual space.However,this kind of image is driven by strong interests and motivations,presenting the problem of“alienation”,which promotes the problem of female image,female identity,and protection of woman’s rights to“deconstruct”in the pleasant situation created by consumerism.Thispaperproposes that the female group in the live web-cast environment presents a free image of personality independence,a female image of desire liberation,an image of profit-seeking to please men,and a materialized image of consumer choice,which leads to the appearance of female body in the concrete level of female media images.Because of the problem of consumer goods and the gradual alienation of female images,at the connotative level,the problem of feminine language showing kitsch and feminine impressions gradually becoming symbolic.In order to create a healthy female media image,we need to strengthen the education of social values,cultivate woman's subjective consciousness,strengthen the effective supervision of the live broadcast platform,and build a gender equal social environment.