日本广告中新的性别形象与性别体制

发布时间：2018-03-17 05:38

本文选题：广告　切入点：性别　出处：《上海外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：身处信息化时代的我们,每天都被无数的广告所包围,广告内容汲取了现代社会的认知,同时也影响社会中生活的人。从上世纪50年代起,广告就被作为文化研究的对象,尤其性别研究大热的年代,广告中的性别形象分析成了热门研究。性别不仅仅是个人社会身份的一部分,而且是社会结构。从解构主义的观点看,性别身份以及男性气质和女性气质的区分都是文化建构的结果,广告作为一种话语形式也参与性别身份的建构。在现在这个被称为第三次女性解放运动的时代,广告作为大众媒体的一员也被以各种方式解读,但是大多研究都把重点放在证明广告对刻板印象的巩固作用,以及这些刻画对用户的影响上,而没有更多关注广告刻画的性别形象的变化。本文为了回答日本广告中刻画的性别形象到底有没有变化、具体哪些内容有变化、怎样评价这些变化等问题,对日本2000年到2015年16年间的广告做了内容和量化分析。数据来源是日本东京文案俱乐部(TCC)里的数据库,总共获取近14000多条广告文案,通过著名社会性别学者瑞文·康奈尔的分类方式进行性别类型归类,观察每个类别的变化,然后联系当时的社会和历史背景对变化进行解释。在得到这些总体变化后,对个别案例抽取,进行进一步内容分析,考察“新女性”和“新男性”两个类别的具体内容,评估广告中性别形象改变是否有价值,以及这些变化与康奈尔分析的原因是否相符。最后依据康奈尔的性别权利模型构建广告中的性别权力结构。本研究研究方法有三个特点。其一:用16年的数据库进行量化分析,以求历史视角和客观性。其二:将男性特质和女性特质同时考察,因为这两种性别特质是彼此依存,并且界限是在变化的,所以两方同时考察,有助于互为参照,也只有这样才能建立最后的性别权力结构。其三:量化研究融入内容分析,这是一个尝试,为了避免见林不见树或者见树不见林,在看到总体趋势后,看特殊个例。通过研究,发现过去16年日本广告的性别形象分布出现了很大变化,一般性别研究所认为的刻板女性和男性形象都在减少,反而是被认为是“少数”的“新女性”和“新男性”形象在增加,而且从脾气?性格?外形?观点?能力等特点上看,“新女性”和“新男性”的属性趋同。这是性别认知的一个新进展。并且这一改变由男女劳动、权利、情感三方面关系的改变导致,这个观察也验证了康奈尔的社会性别理论。但是从性别和不同话题的关联等内容看,“新女性”和“新男性”并没有改变性别表现的主要内容,他们沿袭着以往女性和男性的特质。这反映广告性别表现守旧的一面。最后,如今日本广告里呈现的性别权力结构与康奈尔上世纪建立的有所不同,模糊的中间带变为主体。
[Abstract]:In the information age, we are surrounded by countless advertisements every day. The contents of the advertisements draw on the cognition of modern society and also affect the people living in the society. Since -50s, advertising has been regarded as the object of cultural research. Especially in the era of great popularity of gender research, gender image analysis in advertising has become a hot research. Gender is not only a part of individual social identity, but also a social structure. From the perspective of deconstruction, gender is not only a part of social identity, but also a social structure. The distinction between gender identity and masculinity and femininity is the result of cultural construction. Advertising, as a form of discourse, also participates in the construction of gender identity. Advertising as a member of the mass media has also been interpreted in a variety of ways, but most studies have focused on proving the role of advertising in consolidating stereotypes and the impact of these portrayals on users. In order to answer questions such as whether the gender image depicted in Japanese advertisements has changed, what specific contents have changed, how to evaluate these changes, etc. The contents and quantitative analysis of Japan's advertisements from 2000 to 2015 were carried out. The data source is a database in the Tokyo copy Club of Japan, which has obtained more than 14000 copies of advertising documents. So we sort out the gender types through the classification of the famous gender scholar, Raven Cornell, and look at the changes in each category, and then explain the changes in terms of the social and historical context of the time. In order to evaluate the value of the gender image change in advertising, a further content analysis was conducted to examine the specific contents of the two categories of "new women" and "new men". Finally, according to Cornell's gender rights model, the structure of gender power in advertising is constructed. This research method has three characteristics. The second is to look at both male and female traits at the same time, because the two gender traits are interdependent and the boundaries are changing, so it helps to look at each other at the same time. It is only in this way that the final gender power structure can be established. Third, quantitative research is integrated into content analysis, which is an attempt to avoid seeing a forest without a tree or a tree without a forest, and after seeing the overall trend, look at a special case. It is found that the distribution of gender images in Japanese advertising has changed greatly over the past 16 years, and that the stereotypical images of both women and men in the general gender research institute are decreasing. But is it considered a "minority" of "new women" and "new men" images on the rise, and from the temper? Character? Shape? Point of view? In terms of abilities and other characteristics, the attributes of "new women" and "new men" converge. This is a new development in gender cognition, and this change is caused by the changes in the relationships among men and women's labor, rights, and emotions. This observation also validates Cornell's gender theory. But in terms of gender and the relevance of different topics, "new women" and "new men" do not change the main content of gender performance. They follow the characteristics of women and men in the past. This reflects the old-fashioned gender performance in advertising. Finally, the gender power structure in Japanese advertising is different from the one established by Cornell in 0th century, with the vague middle zone becoming the main body.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;C913.14

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