Academic journal article Cross - Cultural Communication

Women and Media: A Study on the Marginalization of Female Discourse Power/FEMMES ET MEDIAS: UNE ETUDE SUR LA MARGINALISATION DU POUVOIR DU DISCOURS FEMININ

Academic journal article Cross - Cultural Communication

Women and Media: A Study on the Marginalization of Female Discourse Power/FEMMES ET MEDIAS: UNE ETUDE SUR LA MARGINALISATION DU POUVOIR DU DISCOURS FEMININ

Article excerpt

Abstract:

The mass media is the window for reflecting the mass ideology. The article makes a thorough analysis on the marginalization of female discourse power and studies the potential sexual discrimination of this phenomenon, regarding females as the subjects and the objects of the mass media, and then further traces its deep reason upon which many constructive suggestions and improved measures have been proposed. The article aims at awakening the masses to establish the correct sexual ideology in harmony and pursue the equality of discourse power between females and males.

Key words: mass media; female discourse power; marginalization; sexual discrimination

Résumé: Les médias de masse est la fenêtre pour refléter l'idéologie de la masse. Cet article fait une analyse approfondie sur la marginalisation du pouvoir du discours féminin et étudie la discrimination sexuelle inhérente à ce phénomène tandis que les femmes sont les sujets et les objets des médias de masse. Il explore en outre la raison profonde de ce phénomène sur laquelle des suggestions constructives et des mesures améliorées ont été proposées. L'article vise à l'éveil des masses à fin d'établir une idéologie sexuelle correcte et harmonieuse et de poursuivre l'égalité du pouvoir de discours entre les femmes et les hommes.

Mots-Clés: médias de masse; pouvoir du discours féminin; marginalisation; discrimination sexuelle

INTRODUCTION

"Discourse" is a kind of information resource, whose nature is free. "Discourse power" refers to the strong ideological function expressed by the discourse within real operation through the internal adjustment which entitled internal things certain order and meaning, namely "power" ( ZHANG Yun-ting, 2005) . Therefore, the discourse power comes into being when the free information resources are involved into a certain ideology.

According to the social gender theory, the social gender discrimination is divided into three categories: explicit discrimination, implicit discrimination and reverse discrimination. Of them, reverse discrimination refers to the phenomenon that confines the female within a specific field and scope by praising some special nature of them, for example, applauding the female "a considerate wife and a devoted mother", thus results in the modeling of the female character trait. The praises for a housewife role involves a discrimination factor, which is in nature falling into a reverse discrimination in the way of conducting damn with faint praise. It is more concealed than implicit discrimination(ZHAO Zhi, 2009).

In China, the research on women and media originated from the Fourth World Conference on Women held in Beijing in 1995. Since then, with the increasing development of mass media, women, as the media subjects and objects, have been experiencing their developing in scope of discourse power from the absolute absence to apparent progressive growing up and at length to marginalization- - drop into the male discourse hegemony trap. Throughout the history, few studies and researches on women and media have been conducted from the perspective of gender analysis on women's status and development especially their plights. Furthermore, the topic of gender has been ignored in the theory of media. This article made an overall study and analysis upon the development, existed problems of the female discourse power in mass media, and then profoundly traces back its deep reasons, at last put forward some constructive suggestions.

1. THE MARGINALIZATION OF THE FEMALE DISCOURSE POWER AND SEXUAL DISCRIMINATION

1.1 The Sexual Discrimination and Marginalization of the Discourse Power against Women, the Media Subjects

In the contemporary information-globalized society, with the explosion of the mass media, the status of women as the subjects in mass media, has been improving increasingly. Under the surface of the more discourse power women have got during transmission, conceal the weakness and marginalization of discourse power for women, the media subjects, especially in decision-making or hard news. …

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