108 Y Vogue The Power of She

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2 108 Y Vogue The Power of She

3 Lady Gaga Lady Gaga Lady Gaga Rakow and Wackwitz, 2004: 175 gender process effectde Lauretis gender is [a]

4 110 representation De Lauretis, 2004 consent

5 第 5 章流行文化裡的性別 111 三議題深探問題討論 5-1 請各位同學參考以下各圖討論這幾個女性形象所代表的意義這些影像用哪些符碼來傳達意義她們是否可以被放在洋娃娃新傳統和現代自主這兩個主軸有哪些廣告電視電影所呈現的女性影像是屬於自主女人典型哪些是娃娃型還有沒有其他型討論不同型所代表的不同意義以及不同典型背後所假想的男性形象當媒體把女人建構成這些類型並想像背後有相對的男人時對女性與男性的影響為何圖 5-1 服飾店廣告圖 5-2 電信業者廣告圖 5-4 服飾店廣告圖 5-3 包包廣告

6 112 production reception texts/programming social/historical context integrated approach D Acci, reinvented 1960 Yang,

7 5 113 sexual advertising Yang, target audience

8 114 Meehan, 1993 commodity audience consumerist caste

9 5 115 Dow, 2001; Meehan & Byars, 2004; Yang, 2007 Becker, 2004; Dow, 2001 Becker, 2004 identity category 2000

10 ibid: 58 S C&G Cute and G-cup ibid: 62

11 5 117 ibid: 79 LKK cultural hierarchy Bourdieu, P.

12 118 Meehan, 1991 commercial intertext HBO Sarah Jessica Parker Prada 1. intertextuality 2. institution vs. vs. vs. vs. vs. vs. 2007

13 5 119 discourse intentional but nonsubjective discursive formation subject subject to; subjugation subjectivization

14 120 NIKE NIKE Mode Marie NIKE Mode Marie 5-6 vs. neocolonialism NIKE

15 5 121 Probyn, 1997 positivity the faire or the work of discourse the real 5-2 identity categary audience studies

16 variable Ang & Hermes, 1996 third generation reception studies Alassutari, 1999 Seiter media effects cultural distinction Seiter, 1999

17 5 123 Yang, 2008 femininity

18 124 Hall, 1994: 545

19 Storey, J Van Zoonen, L Dines, G. & Humez, J. M. (Eds.) (2003). Gender, Race, and Class in Media: A Text-reader. London: Sage. D Acci, J. & Spigel, L. (Eds.) (1997). Feminist Television Criticism. Oxford: Oxford University Press. Hall, S. (1997). Representation: Cultural Representations and Signifying Practices. London: Sage. Jhally, Sut (Director). (1999). Killing Us Softly 3: Advertising s Images of Women. United State: Media Education Foundation. Johanson, Fredward (Producer), & Newell, Mike (Director). (2003). Mona Lisa Smile. United State: Columbia Picture. Kidney, Ric & Platt, Marc E. (Producers), & Luketic, Robert (Director). (2001). Legally Blonde. United State: Metro-Goldwyn-Mayer. Newsom, Jennifer Siebel & Costano, Julie (Producers), & Newsom, Jennifer

20 126 Siebel. (Director). (2011). Miss Representation. United State: Girls Club Entertainment. Nicksay, David & Platt, Marc E. et al. (Producers), & Herman-Wurmfeld, Charles. (Director). (2003). Legally Blonde 2: Bigger, Bolder, Blonder. United State: Metro-Goldwyn-Mayer. 2 Patton, Jody & Vachon, Christine (Producer), & Todd Haynes (Director). (2002). Far From Heaven. United State: Focus Feature Ang, I. & Hermes, J. (1996). Gender and/in media consumption. Living Room Wars: Rethinking Media Audiences for a Postmodern World (pp ). London: Routledge. Alasuutari, P. (1999). Introduction: Three phases of reception studies. In P. Alasuutari (Ed.), Rethinking the Media Audience: The New Agenda (pp. 1-21). London: Sage. Becker, R. (2004). Prime-time TV in the gay nineties: Network television, quality audiences, and gay politics. In Allen, R. & Hill, A. (Eds.), The Television Studies Reader (pp ). New York: Routledge. D Acci, J. (2004). Television, representation and gender. In Allen, R. & Hill, A. (Eds.), The Television Studies Reader (pp ). New York: Routledge. De Lauretis, T. (2004). The technologies of gender. In Rakow, L. & Wackwitz, L. (Eds.), Feminist Communication Theory (pp ). London: Sage. Dow, B. (2001). Ellen, television, and the politics of gay and lesbian visibility. Critical Studies in Media Communication, 18(2), Meehan, E. (1991). Holy commodity fetish, Batman! The political economy of a commercial intertext. In Pearson, R. E. & Uricchio, W. (Eds.), The Many Lives of the Batman (pp ). New York: Routledge. Meehan, E. (1993). Heads of household and ladies of the house: Gender, genre, and broadcast ratings, In Soloman, W. & McChesney, R. (Eds.), Ruthless Criticism: New

21 5 127 Perspectives in U.S. Communication History (pp ). Minneapolis: University of Minnesota Press. Meehan, E. & Byars, J. (2004). Telefeminism: How lifetime got its groove, In Allen, R. & Hill, A. (Eds.), The Television Studies Reader (pp ). New York: Routledge. Probyn, E. (1997). New traditionalism and post-feminism: TV does the Home. In C. Brunsdon, J. D Acci & Spigel, L. (Eds.), Feminist Television Criticism (pp ). Oxford: Oxford University Press. Rakow, L. & Wackwitz, L. (2004). Representation in feminist communication theory. In Rakow, L. & Wackwitz, L. (Eds.), Feminist Communication Theory (pp ) London: Sage. Press, A. (1991). Women Watching Television: Gender, Class, and Generation in the American Television Experience. Philadelphia: University of Pennsylvania Press. Seiter, E. (1999). Television and New Media Audiences. Oxford: Oxford University Press. Van Zoonen L. (1994). Feminist Media Studies. New York: Sage. Yang, F. (2004). International women s magazines and the production of sexuality in Taiwan. Journal of Popular Culture, 37(3), Yang, F. (2007). Beautiful-and-bad-woman: Media feminism and the politics of its construction. Feminist Studies, 33(2), Yang, F. (2008). Engaging with Korean dramas: Discourses of gender, media, and class formation. Asian Journal of Communication in Taiwan, 18(1),

van Dijk 1 2 3 1. representation 2-2

- - van Dijk 2003 Foucault 2003 2-1 van Dijk 1 2 3 1. representation 2-2 media image 1994 1. 2. 3. 1993 1996 1998 1998 1. 2. 3. 2000 1. 2. 3. 1998 1. 2. 3. 4. 2. 19982000 2-3 Stuart Hall1995 Campbell1995