時尚雜誌中的性別角色區隔---男性雜誌與女性雜誌之比較

• Main Authors: 白育珮, Pai, Yu-Pei
• Language: 中文
• Published: 國立政治大學
• Subjects: 男性雜誌; 女性雜誌; 性別角色; 男子氣概; 女性氣質; men's magazine; women's magazine; sex roles; masculinity; femininity
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0090254005%22.

在以性別作為主要分眾依據的時尚雜誌中，男性與女性時尚雜誌對於不同性別的人物報導呈現方式有何差異？本研究引用角色理論、刻板印象概念相關之論述，對時尚雜誌中的封面，以及人物報導文章中的標題、圖片與文字描述等作量化式的內容分析，以探究時尚雜誌中性別角色描繪的區隔方式。 結果顯示男性雜誌中的男性人物通常被賦予嚴謹、理性印象，並且透過與女性化關聯意涵的隔離，刻畫一具「絕對的男子氣概」角色形象；男性雜誌中的女性角色則以表面化、簡單化、帶性意涵的方式呈現，職業角色極微，以符合刻板化典範的策略呈現之。 女性雜誌中的男性性別角色呈現，能允許部分非慣俗刻板印象，但僅限於外顯行為，大部分內容仍為刻板印象的複製；女性雜誌中的女性角色則相對能夠包容最多非刻板印象的角色呈現，內在部分刻畫具嚴謹性，職業形象鮮明，然外在描述則仍著重服裝、外貌身材部分，強調女性氣質，兩造形象的結合實為回應時尚雜誌商業訴求下的女性角色呈現模式。 研究建議後續相關的研究方向應可納入雜誌編輯的意見，以利更加明確的瞭解時尚雜誌行文編輯中運用以描繪性別角色之策略；另外，對閱聽人解讀效果的研究也利綜覽整個時尚雜誌性別角色呈現的傳播過程及其影響。 === To realize the differences of sex roles displayed between men's and women's fashion magazine, this study analyzed the headlines, pictures and contents in the interview articles of famous persons in both men's and women's magazines by quantitative content analysis. Based on the role theory, concepts of stereotype, and theories of communication, the study investigated how fashion magazines try to make distinction between male and female characters. The results of this study suggest 4 conclusions. 1) In men's magazines, male character is often described as serious and rational. Besides, by segregating from any feminine inference, men's magazines portray male character as "absolute masculinity". 2) In men's magazines, female character is simplified, and implied with sexual meaning. Moreover, female's occupational role is rarely mentioned, which is a strategy following stereotyped paradigm. 3) In women's magazines, male character is allowed to show part of unaccustomed image, but only limited to outward behaviors. Most contents still reproduce stereotyped sex roles. 4) Compared with men's magazines, women's magazines tend to grant the female character most non-stereotyped images in their displays. Internally, the female character is often described as staid and professional, while the external focus still centers on dressing, appearances and body shape. In effect, combining these two dimensions above is the strategy adopted by women's fashion magazines in order to fulfill commercial requests. This study also points out some potential issues for following researches. For example, the opinions of magazine editors could be involved to deepen the understanding of the sex-role displaying strategies. Moreover, exploring the effects of audience's interpretation also helps to overview the whole communicating process of sex-role concepts between readers and fashion magazines, and its upcoming influence.