5
108 Y 2004 12 Vogue 2003 12 The Power of She 1960 1970 1970 1980
5 109 1980 Lady Gaga Lady Gaga Lady Gaga Rakow and Wackwitz, 2004: 175 gender process effectde Lauretis gender is [a]
110 representation De Lauretis, 2004 consent
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
112 production reception texts/programming social/historical context integrated approach D Acci, 2004 1980 reinvented 1960 Yang, 2008 1980
5 113 sexual advertising Yang, 2004 1990 target audience
114 Meehan, 1993 commodity audience consumerist caste 1990 4 5-5 5-5
5 115 Dow, 2001; Meehan & Byars, 2004; Yang, 2007 Becker, 2004; Dow, 2001 Becker, 2004 identity category 2000
116 18 34 2005 ibid: 58 S C&G Cute and G-cup ibid: 62
5 117 ibid: 79 LKK cultural hierarchy Bourdieu, P.
118 Meehan, 1991 commercial intertext HBO Sarah Jessica Parker Prada 1. intertextuality 2. institution vs. vs. vs. vs. vs. vs. 2007
5 119 discourse intentional but nonsubjective discursive formation subject subject to; subjugation subjectivization
120 NIKE NIKE Mode Marie NIKE Mode Marie 5-6 vs. neocolonialism NIKE
5 121 Probyn, 1997 positivity the faire or the work of discourse the real 5-2 identity categary audience studies
122 5-3 variable Ang & Hermes, 1996 third generation reception studies Alassutari, 1999 Seiter media effects cultural distinction Seiter, 1999
5 123 Yang, 2008 femininity
124 Hall, 1994: 545
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