As a new mass media, network media has influenced the history of mass
media with its two-way interaction of information, multimedia communication and
extensive public participation. Modern network communication provides ordinary
people with the opportunity to express themselves. Network broadcast provides a popular public
performance situation for the female group. Although on the surface, it shows
the liberation of women’s thoughts, discourse power and independent
consciousness. It presents a media image of freedom, openness, independence and
self. However, driven by the profit-seeking motive, the traditional unequal
gender consciousness promotes the alienation of female media images in the
performance situation into “commodities” to be shaped, selected, stared at and
consumed. This not only creates a bad image of women but also creates a
negative value orientation and social and cultural atmosphere, which undermines
the harmonious development of society. Based on the historical review of “media
and social gender studies”, this paper systematically expounds the appearance
and characteristics of female media images in the modern network broadcast
environment, as well as the alienation of female media images and the causes. Some constructive suggestions are put forward for
constructing a benign network of female media image in
modern society.
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