“准摩登女性”与新感觉经验——杜就田时期《妇女杂志》中的图像话语分析

“Modern-women-to-be”and New Sensory Experience:Image Discourse Analysis of Ladies Journal in the Periods of Jiutian Du

《妇女杂志》是民国女性报刊中'第一把椅子',基于主编的更迭,形成了三个主要时期,即王蕴章时期、章锡琛时期和杜就田时期。本文以杜就田主编时期《妇女杂志》中的图像广告、插图和封面女性图像展开研究,勾勒并呈现《妇女杂志》在激进的女性解放话语归于平静、新生活方式兴起之后,女性是如何被呈现和表述的。本文认为,《妇女杂志》图像话语中的'新消费经验'唤醒了个人的感觉意识,'准摩登女性'混杂着'解放'与'消费'双重意图:一方面,女性从孱弱和柔软的刻板印象中解放出来,以时尚、现代、性感的方式冲破'男尊女卑'的结构(至少是形式上);另一方面,男性作为一个隐蔽的他者始终注视女性的身体表征,在广告构建的都市消费文化的空间里,女性的被'观赏'地位不断地被强化和固化。

Ladies Journal is the perfect example of female the Republic of China’s newspapers. The formation of three major periods was based on the editors’ change,which were periods of YunZhang Wang, Xichen Zhang and Jiutian Du. This paper mainly discusses on Ladies Journal in the image ads,illustrations and covers female image edited by Du Jiutian, outlining and showing the Ladies Journal after the radical discourse of women’s liberation and a new way of life, how the female were presented. This paper argues that Ladies Journal image in the discourse of the 'new consumer experience',awakening the consciousness of personal feeling, and the 'modern-women-tobe' mixed with dual intent of 'liberation' and 'consumption' :on the one hand,the female stepped out from the stereotype of weakness and softness, breaking the structure of 'patriarchal'(at least formally) in fashion, modern and sexy style;on the other hand, the man as hidden characters, gazing female bodies characterization continually, the 'being watched' status of women continued to be strengthened and solidified under the urban consumer culture which was constructeded on advertisements.