从女性视角观照儿童电视广告对儿童性别社会化的影响  

An Interpretation of the Influence of Children’s TV Ads on Children’s Gender Socialization from the Female Perspective

作　　者：任文杰[1] 

机构地区：[1]浙江工业大学之江学院,浙江杭州310024

出　　处：《浙江工业大学学报（社会科学版）》2008年第3期337-340,共4页Journal of Zhejiang University of Technology：Social Sciences

摘　　要：儿童电视广告是深受儿童喜爱的媒介内容之一,对儿童的价值观、道德观、行为模式的形成起着重要的作用,但不容回避的是,在大量的儿童电视广告中缺乏一定的社会性别意识,从一定程度上误导了儿童的性别社会化过程。本文从女性主义视角观照儿童电视广告,分析其中所传递的性别观念和对儿童性别社会化的影响,使儿童电视广告中的性别意识朝着有利于儿童性别社会化的方向发展。Children’s TV advertisement plays an important part in the formation of their value, ethics and action model. However, what is regettable is that there is lack of social gender consciousness in the mass of children’s TV ads. It will mislead children’s gender socialization process to some extent. This paper views the children’s TV ads from the female perspective, analyzes the gender concept it passes and its influence on children’s gender socialization, hoping to move the gender concept in children’s TV ads ...

关 键 词：儿童电视广告 性别社会化 女性视角 

分 类 号：G220[文化科学]