政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/62782

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113822/144841 (79%)
Visitors : 51796592 Online Users : 484

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 新聞學系 > 會議論文 > Item 140.119/62782

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62782

Title:	科技性別氣質在媒體中呈現的轉變：以女性機車廣告為例
Authors:	涂迺儀
Contributors:	國立政治大學新聞研究所
Keywords:	女性機車廣告;科技物;父權意識型態;性別氣質;行動自主權;公共領域 vehicle;technology;patriarchal hegemony;gender distinction;mobility;the public sphere
Date:	2006
Issue Date:	2013-12-19 14:36:54 (UTC+8)
Abstract:	本研究嘗試分析女性機車廣告是否表現出提升女性行動自主權的概念，以及機車的陽剛性質在隨著這類廣告的強力播送，會不會因此變得比較中性？研究結果發現，在這類廣告中大致有三大走向：一、將「可愛」、「美麗」、「童稚」等特質和女性形象連結。二、強調愛情和婚姻對於一個女性的重要性。三、對於機車的性能略而不談。在這類廣告中，依舊承襲了父權意識型態的模式去呈現商品形象，對於女性行動自主權的提升效果有限。 This paper tries to analyze if the motorcycle television commercial films to female consumers give the power to women’s mobility, and analyze the changes of strong quality of motorcycle. The author found that there are three key points in this kind of television commercial films: (1) the combination of the cuteness, beauty, and childlikeness of female images. (2) the emphasis that getting married is important to females. (3) do not describe the useful qualities about a motorcycle. In this kind of commercial films, it is clearly that the power of patriarchal hegemony still dominates in our society, and they bring limited effect about raising women`s mobility.
Relation:	中華傳播學會年會研討會
Data Type:	conference
Appears in Collections:	[新聞學系] 會議論文

Files in This Item:

File	Description	Size	Format
51_1.pdf		329Kb	Adobe PDF2	673	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...