新媒体的性别属性
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摘要
本文旨在研究性别与新型信息通信技术之间的关系。通过内容分析的方法探究了电视商业广告中所反映的男性与女性价值观,这些广告主要关于计算机、手机、网络服务、手机网络服务四种主要新型信息通信技术。研究发现,关于新型信息通信技术的商业广告,总体上没有显著的性别差异。同时,本研究发现性别价值观和不同类型的信息通信技术之间存在显著相关性。比如,女性价值观与手机,基于手机的信息通信技术和接入工具明显相关。而男性价值观则与手机网络服务、基于计算机的信息通信技术、网络服务和网站存在正相关关系。"性别权力关系"的概念被用来说明结果,我们通过开放—封闭、设计—消费、全球—本土几组二分特质来对这种关系的分布进行描述。
This article studied the relationship between gender values and new ICTs.A quantitative content analysis was conducted to explore masculine and feminine values that are reflected in the television commercials about four major types of new ICTs:computers,cell phones,Internet services,and cell phone network services.The study found no significant gender difference for the overall frequency of all the commercials about new ICTs.Meanwhile,the study indicated significant associations between gender values and different types of new ICTs.For example,feminine values were positively associated with cell phones,cell phonebased ICTs,and access tools.Masculine values were positively associated with cell phone network services,computer-based ICTs,the Internet services,and networks.Gender-power relationship was adopted to explain the results by mapping out its distribution across a group of binary distinctions,including open-closed,designconsumption,and global-local.
This article studied the relationship between gender values and new ICTs.A quantitative content analysis was conducted to explore masculine and feminine values that are reflected in the television commercials about four major types of new ICTs:computers,cell phones,Internet services,and cell phone network services.The study found no significant gender difference for the overall frequency of all the commercials about new ICTs.Meanwhile,the study indicated significant associations between gender values and different types of new ICTs.For example,feminine values were positively associated with cell phones,cell phonebased ICTs,and access tools.Masculine values were positively associated with cell phone network services,computer-based ICTs,the Internet services,and networks.Gender-power relationship was adopted to explain the results by mapping out its distribution across a group of binary distinctions,including open-closed,designconsumption,and global-local.
引文
Allan,K.&Coltrane,S.(1996).Gender displaying television commercials:Acomparative study of television commercials in the 1950sand 1980s.Sex Roles,35(3/4),185-203.doi:10.1007/BF01433106
Balsamo,A.M.(1996).Technologies of the gendered body:Reading cyborg women.Durham:Duke University Press.
Beere,C.A.(1990).Gender roles:A handbook of tests and measures.Westport,CT:Greenwood Press.
Bird,S.R.(1996).Welcome to the men's club:Homosociality and the maintenance of hegemonic masculinity.Gender and Society,10(2),120-132.doi:10.1177/089124396010002002
Bresnahan,M.J.,Inoue,Y.,Liu,W.Y.&Nishida,T.(2001).Changing gender roles in prime-time commercials in Malaysia,Japan,Taiwan,and the United States.Sex Roles,45(1/2),117-131.doi:10.1023/A:1013068519583
Cheng,H.&Schweitzer,J.C.(1970).Cultural values reflected in Chinese and U.S.television commercials.Journal of Advertising Research,36(3),27-45.
Chodorow,N.(1978).The reproduction of mothering:Psychoanalysis and the sociology of gender.Berkeley,CA:University of California Press.
Consalvo,M.(2003).The monsters next door:Media constructions of boys and masculinity.Feminist Media Studies,3(1),27-46.doi:10.1080/1468077032000080112
Donaldson,M.(1993).What is hegemonic masculinity?Theory and Society,22(5),643-657.doi:10.1007/BF00993540
Freeman,C.(2001).Is local:Global as feminine:Masculine?Rethinking the gender of globalization.Signs,26(4),1007-1037.doi:10.1086/495646
Ganahl,D.J.,Prinsen,T.J.&Netzley,S.B.(2003).A content analysis of prime time commercials:A contextual framework of gender representation.Sex Roles,49(9/10),545-551.doi:10.1023/A:1025893025658
Gardner,R.C.(2001).Psychological statistics using SPSS for windows.Upper Saddle River,NJ:Prentice Hall.
Green,E.&Adam,A.(1999).Editorial comment.Information,Communication&Society,2(4),v-vii.
Hall,S.(1997).Representation,meaning,and language.In Hall,S.(Ed.),Representation:cultural representations and signifying practices(pp.15-30).Thousand Oaks,CA:Sage.
Haraway,D.J.(1997).Modest_witness@second_millenium.FemaleMan?_meets_oncoMouseTM:feminism and technoscience.New York:Routledge.
Jenkins,H.(2003).The work of theory in the age of digital transformation.In Miller,T.&Stam,R.(Eds.),A companion to film theory(pp.234-261).Malden,MA:Blackwell.
Ling,R.(2004).The mobile connection:The cell phone's impact on society.San Francisco,CA:Morgan Kaufmann.
Mackenzie,D.&Wajcman,J.(1999).The social shaping of technology(2nd Ed.).Philadelphia,PA:Open University Press.
Moyal,A.(1992).The gendered use of the telephone:An Australian case study.Media,Culture&Society,14(1),51-72.doi:10.1177/016344392014001004
Mwangi,M.W.(1996).Gender roles portrayed in Kenyan television commercials.Sex Roles,34(3/4),205-214.doi:10.1007/BF01544296
Oldenziel,R.(1999).Making technology masculine:Men,women and modern machines in America.Amsterdam,Netherlands:Amsterdam University Press.
zcan,Y.Z.&Ko9ak,A.(2003).Research note:A need or a status symbol?Use of cellular telephones in Turkey.European Journal of Communication,18(2),241-254.doi:10.1177/0267323103018002004
Plant,S.(1998).Zeros+ones:Digital women+the new technoculture.London,UK:Fourth Estate.
Pollay,R.W.(1986).The distorted mirror:Reflections on the unintended consequences of advertising.Journal of Marketing,50(2),18-36.doi:10.1353/asr.2000.0012
Rubin,G.(1975).The traffic in women:Notes on the political economy of sex.In Reiter,R.R.(Ed.),Toward an anthropology of women(pp.150-210).New York,NY:Monthly Review Press.
Signorelli,N.&Morgan,M.(1996).Cultivation analysis:Research and practice.In Salwen,M.B.&Stacks,D.W.(Eds.),An integrated approach to communication theory and research(pp.111-126).Hillsdale,NJ:Erlbaum.
Spender,D.(1995).Nattering on the net:Women,power and cyberspace.North Melbourne:Spinifex.
Turkle,S.(1988).Computational reticence:Why women fear the intimate machine.In Kramarae,C.(Ed.),Technology and woman's voices:Keeping in touch(pp.41-61).New York,NY:Routledge.
van Zoonen,L.(1992).Feminist theory and information technology.Media,Culture&Society,14(1),9-29.doi:10.1177/016344392014001002
van Zoonen,L.(2002).Gendering the Internet:Claims,controversies and cultures.European Journal of Communication,17(1),5-23.doi:10.1177/0267323102017001605
Wajcman,J.(1991).Feminism confronts technology.Cambridge,MA:Polity Press.
Wajcman,J.(2004).TechnoFeminism.Cambridge,MA:Polity Press.
Wajcman,J.(2007).From women and technology to gendered technoscience.Information,Communication and Society,10(3),287-298.doi:10.1080/13691180701409770
Wajcman,J.(2010).Feminist theories of technology.Cambridge Journal of Economics,34(1),143-152.doi:10.1093/cje/ben057
Zhang,Y.B.&Harwood,J.(2004).Modernization and tradition in an age of globalization:Cultural values in Chinese television commercials.Journal of Communication,54(1),156-172.doi:10.1111/j.1460-2466.2004.tb02619.x
(1)计算机和互联网网络服务被归为基于计算机的新媒体技术中,因为一般来说,计算机常常被用来接入互联网网络服务。虽然3G技术已经使手机可以联网,但是在2009年3G正式推出之前,中国基于手机的无线网络只局限于高端用户中的一小部分。考虑到本研究中所收集的广告样本是2009年之前的,因而除了如无线应用协议网站等为手机特别设计的服务外,手机没有被纳入互联网接入工具中。
(2)编码者未被要求进行子类别的辨识。
Balsamo,A.M.(1996).Technologies of the gendered body:Reading cyborg women.Durham:Duke University Press.
Beere,C.A.(1990).Gender roles:A handbook of tests and measures.Westport,CT:Greenwood Press.
Bird,S.R.(1996).Welcome to the men's club:Homosociality and the maintenance of hegemonic masculinity.Gender and Society,10(2),120-132.doi:10.1177/089124396010002002
Bresnahan,M.J.,Inoue,Y.,Liu,W.Y.&Nishida,T.(2001).Changing gender roles in prime-time commercials in Malaysia,Japan,Taiwan,and the United States.Sex Roles,45(1/2),117-131.doi:10.1023/A:1013068519583
Cheng,H.&Schweitzer,J.C.(1970).Cultural values reflected in Chinese and U.S.television commercials.Journal of Advertising Research,36(3),27-45.
Chodorow,N.(1978).The reproduction of mothering:Psychoanalysis and the sociology of gender.Berkeley,CA:University of California Press.
Consalvo,M.(2003).The monsters next door:Media constructions of boys and masculinity.Feminist Media Studies,3(1),27-46.doi:10.1080/1468077032000080112
Donaldson,M.(1993).What is hegemonic masculinity?Theory and Society,22(5),643-657.doi:10.1007/BF00993540
Freeman,C.(2001).Is local:Global as feminine:Masculine?Rethinking the gender of globalization.Signs,26(4),1007-1037.doi:10.1086/495646
Ganahl,D.J.,Prinsen,T.J.&Netzley,S.B.(2003).A content analysis of prime time commercials:A contextual framework of gender representation.Sex Roles,49(9/10),545-551.doi:10.1023/A:1025893025658
Gardner,R.C.(2001).Psychological statistics using SPSS for windows.Upper Saddle River,NJ:Prentice Hall.
Green,E.&Adam,A.(1999).Editorial comment.Information,Communication&Society,2(4),v-vii.
Hall,S.(1997).Representation,meaning,and language.In Hall,S.(Ed.),Representation:cultural representations and signifying practices(pp.15-30).Thousand Oaks,CA:Sage.
Haraway,D.J.(1997).Modest_witness@second_millenium.FemaleMan?_meets_oncoMouseTM:feminism and technoscience.New York:Routledge.
Jenkins,H.(2003).The work of theory in the age of digital transformation.In Miller,T.&Stam,R.(Eds.),A companion to film theory(pp.234-261).Malden,MA:Blackwell.
Ling,R.(2004).The mobile connection:The cell phone's impact on society.San Francisco,CA:Morgan Kaufmann.
Mackenzie,D.&Wajcman,J.(1999).The social shaping of technology(2nd Ed.).Philadelphia,PA:Open University Press.
Moyal,A.(1992).The gendered use of the telephone:An Australian case study.Media,Culture&Society,14(1),51-72.doi:10.1177/016344392014001004
Mwangi,M.W.(1996).Gender roles portrayed in Kenyan television commercials.Sex Roles,34(3/4),205-214.doi:10.1007/BF01544296
Oldenziel,R.(1999).Making technology masculine:Men,women and modern machines in America.Amsterdam,Netherlands:Amsterdam University Press.
zcan,Y.Z.&Ko9ak,A.(2003).Research note:A need or a status symbol?Use of cellular telephones in Turkey.European Journal of Communication,18(2),241-254.doi:10.1177/0267323103018002004
Plant,S.(1998).Zeros+ones:Digital women+the new technoculture.London,UK:Fourth Estate.
Pollay,R.W.(1986).The distorted mirror:Reflections on the unintended consequences of advertising.Journal of Marketing,50(2),18-36.doi:10.1353/asr.2000.0012
Rubin,G.(1975).The traffic in women:Notes on the political economy of sex.In Reiter,R.R.(Ed.),Toward an anthropology of women(pp.150-210).New York,NY:Monthly Review Press.
Signorelli,N.&Morgan,M.(1996).Cultivation analysis:Research and practice.In Salwen,M.B.&Stacks,D.W.(Eds.),An integrated approach to communication theory and research(pp.111-126).Hillsdale,NJ:Erlbaum.
Spender,D.(1995).Nattering on the net:Women,power and cyberspace.North Melbourne:Spinifex.
Turkle,S.(1988).Computational reticence:Why women fear the intimate machine.In Kramarae,C.(Ed.),Technology and woman's voices:Keeping in touch(pp.41-61).New York,NY:Routledge.
van Zoonen,L.(1992).Feminist theory and information technology.Media,Culture&Society,14(1),9-29.doi:10.1177/016344392014001002
van Zoonen,L.(2002).Gendering the Internet:Claims,controversies and cultures.European Journal of Communication,17(1),5-23.doi:10.1177/0267323102017001605
Wajcman,J.(1991).Feminism confronts technology.Cambridge,MA:Polity Press.
Wajcman,J.(2004).TechnoFeminism.Cambridge,MA:Polity Press.
Wajcman,J.(2007).From women and technology to gendered technoscience.Information,Communication and Society,10(3),287-298.doi:10.1080/13691180701409770
Wajcman,J.(2010).Feminist theories of technology.Cambridge Journal of Economics,34(1),143-152.doi:10.1093/cje/ben057
Zhang,Y.B.&Harwood,J.(2004).Modernization and tradition in an age of globalization:Cultural values in Chinese television commercials.Journal of Communication,54(1),156-172.doi:10.1111/j.1460-2466.2004.tb02619.x
(1)计算机和互联网网络服务被归为基于计算机的新媒体技术中,因为一般来说,计算机常常被用来接入互联网网络服务。虽然3G技术已经使手机可以联网,但是在2009年3G正式推出之前,中国基于手机的无线网络只局限于高端用户中的一小部分。考虑到本研究中所收集的广告样本是2009年之前的,因而除了如无线应用协议网站等为手机特别设计的服务外,手机没有被纳入互联网接入工具中。
(2)编码者未被要求进行子类别的辨识。