A Study on Image Construction of the Female Managers in Magazine “Cheers”

• Main Authors: Wen-lin Chang, 張文齡
• Other Authors: Ming-Chu Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/32wwr8

碩士 === 世新大學 === 新聞學研究所(含碩專班) === 103 === According to statistics, female labor force participation rate is over fifty percent in 2013, while the number of female supervisors also increases in some working places which have been dominated by male for quite a long time. However, the increasing number did not change the image of women. Past researcher indicates that the media did not reflect the actual situation of women, and the study of teenage magazine has successfully demonstrated that stereotype of women still exists. At the mean time, eastern researchers have started to explore the gender issues of business magazines, but in Taiwan, this kind of study is still insufficient. As in a business magazine, both men and women could be interviewees; and in women's magazines, men are in minority. Thus, this study aims to explore when women are able to be managers and entrepreneurs, with the example of "Cheers" magazine; how it constructs the image of female managers, and to observe the changes of past 10 years, for comparison. It is found that appearances have often been highlighted in the identities of female supervisors, and often been associated with their success; hence, the female images in business magazines are not only professional but also stylish. In the workplace, most female supervisors own a grit personality, which is usually related to masculinity ; but it doesn't mean the liberation of gender binary. As a result of the binary discourse, showing the grit personality is also associated with the loss of femininity. However, what is different from the past is that the management approach developed from femininity is being praised, but it focuses on the non-core responsibilities. When talking about the workplace obstacles of these female supervisors, the fault statement often associates the obstacles with the flaws of femininity and concludes them to personal problems; and through self-discipline discourse to emphasize that enhancing the specialty as a solution to the obstacles an d gender discrimination. The female images in "Cheers" magazine seem to break the stereotype, as a matter of face, its statement still holds the male perspective. Thus, the image of new woman is just a reproduction of female identity under capitalism.