| Summary: | 博士 === 國立政治大學 === 社會學系 === 105 === In the patriarchal society,women have long occupied a lower status . Although women today have gained more rights in economy, religion, and education in the process of empowerment, denger equality is still an illusion in real social systems.
In order to explore the empowerment of Taiwanese women, this study is based on feminist view, complemented with Goffman's "stigma" theory and Veblen's "leisure class" theory, discussing the roles women and man played in the wine culture in the past, as well as how gender images are currently presented in alcohol advertising.
According to this research, the wine merchants have commercialized in the advertising the symbols advocated by the feminists. And the stigmatized phenomenon of women still exists, while just turning from obvious ways into more sophisticated approach. Men’s patriarchal stereotype images for women still exist. For example, men control the power and produce tools, while women still try to imitate men, or just take supporting roles. From all above, it is not difficult to find out that gender equality is merely superficial. There is still long way to go for the woman empowerment.
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