新型主流媒体与性别平等文化传播

New Mainstream Media and Gender Equality Culture Dissemination

融媒体时代的深刻变革为性别平等文化的广泛传播带来崭新契机。新型主流媒体是我国弘扬性别平等价值观的重镇。使用联合国“媒介性别敏感指标”对《人民日报》等主流媒体的新媒体平台进行性别状况评估,辅之以对青年网民和主流媒体工作者的问卷调查。研究发现:新型主流媒体能多角度展现当代女性的社会风采,为女性媒介形象注入新的时代精神;能有意识使用新闻事实和科学数据破除性别角色定型。同时,一部分主流媒体的受众具备良好的媒介性别素养,对性别歧视和性别定型现象积极发声。但是,女性在新型主流媒体报道中的可见度和话语位阶仍明显偏低;单方面强化女性的观赏性和家务职责仍是新闻传播中的常态。这些问题都亟待从法规政策、媒体管理、新闻实务等角度推进变革。

The profound changes in the era of media convergence have brought fresh opportunities for the widespread dissemination of gender equality culture.The new type of mainstream media is the significant locus to promote values of gender equality.This study evaluates the situation of gender equality on the new mainstream media such as People’s Daily by using the UN“Gender-sensitive indicators for media”,supplemented by a questionnaire survey on young netizens and mainstream media workers.Findings exhibit:the new type of mainstream media can display the social ethos of modern females,infusing new zeitgeist into female media images;and it also can consciously utilize news facts and scientific data to eradicate gender stereotyping.Concurrently,some mainstream media audiences have good media gender literacy and actively voiced against gender discrimination and gender stereotyping.However,the visibility and discourse ranking of in new mainstream media reports appears relatively low;unilaterally strengthening the appreciation and family affairs roles of females becomes normal in news dissemination.These issues need to be reformed from perspectives of regulations and policies,media management and journalistic practices.