摘要
通过对广告媒介及其市场导向的权力结构的剖析,揭示广告生产者利用女性赋权意识的新话语体系,引导女性主体与其消费欲望融为一体,从而让她们变成了经济的主体而非女性主体。女性赋权广告根据不同的商品定位,借助女性主体的表征,输出女性主义观念,劝说女性内化父权文化对她们身体和情绪的规训,暗示只有那些自信的、有经济能力的年轻都市女性才有权利获得这些商品所贩卖的女性赋权意识。
Through analyzing femvertisements and their market-oriented power structure,this essay reveals how advertisers capitalize on the fertile ground of female empowerment and carve out a renewed consumer culture which intertwines female subjects with their consumption desires,and eventually makes them better economic subjects rather than feminist subjects.Setting up the differentiated positioning of commodities,the femvertising channels the ideas of feminism into the representation of female agency and encourages women to accept the discipline of their bodies and emotions in the patriarchal culture,which implies only those young,cosmopolitan,and confident women with high economic capabilities are entitled with empowering messages sold by those commodities.
作者
王哲楷
WANG Zhe-kai(Gender,Media and Culture,the London School of Economics and Political Science,London WC2B 5TB,the United Kingdom)
出处
《兰州文理学院学报（社会科学版）》
2020年第6期124-128,共5页
Journal of Lanzhou University of Arts and Science(Social Science Edition)
关键词
后女性主义
新自由主义
消费文化
女性赋权
post-feminism
neo-liberalism
consumer culture
female empowerment
