| Summary: | 碩士 === 國立臺灣大學 === 新聞研究所 === 105 === Since the flight attendants are considered as female-dominated occupation, society and media have established a strong connection between this occupation and femininity, with constantly stereotypes and even sexualizing. At the end of June in 2016, Taiwanese flight attendants called the first-ever strike for their labor rights and benefits; and the strike group has been described as the most beautiful and fragrant group ever by the society and media in Taiwan. Gender characteristics have obscured the profession of flight attendants, therefore the public ignores the status of labor and specialty of flight attendants.
Based on content analysis and in-depth interview, this research aims to review whether gender stereotypes have been represented in the news coverages of four major newspapers in Taiwan: “China Times”, “The Liberty Times”, “United Daily News” and “Apple Daily News” which related with flight attendants. The research also highlights the specialty of flight attendants and discusses the ideas and feelings of both genders under the influence of society and media.
This paper concludes with the following results: First, news media creates the flight attendants with inspirational and warm image, but it still represents the gender stereotype. Second, gender is affected by structure of institutional power, females are more active to seek power strategies than males. Third, the higher seniority of flight attendants is, the higher level of specialty will be showed. The research shows that the gender ideology constructed by society has been deeply remained in people’s mind; moreover, the gender stereotyping phenomenon is still spreading in media, society and flight attendants’ workplace. The specialty of flight attendants shows not only on safety control, but also on daily working process that is usually considered as routine work. In fact, daily working process contains many professional skills and abilities, especially for senior flight attendants.
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