Author(s)

Xueyan Zhang

School of Journalism and Communication, Shanghai University of Sport, Shanghai, China.

As a new mass media, network media has influenced the history of mass media with its two-way interaction of information, multimedia communication and extensive public participation. Modern network communication provides ordinary people with the opportunity to express themselves. Network broadcast provides a popular public performance situation for the female group. Although on the surface, it shows the liberation of women’s thoughts, discourse power and independent consciousness. It presents a media image of freedom, openness, independence and self. However, driven by the profit-seeking motive, the traditional unequal gender consciousness promotes the alienation of female media images in the performance situation into “commodities” to be shaped, selected, stared at and consumed. This not only creates a bad image of women but also creates a negative value orientation and social and cultural atmosphere, which undermines the harmonious development of society. Based on the historical review of “media and social gender studies”, this paper systematically expounds the appearance and characteristics of female media images in the modern network broadcast environment, as well as the alienation of female media images and the causes. Some constructive suggestions are put forward for constructing a benign network of female media image in modern society.

Network Broadcast, Female Media, Presentation, Alienation, Reconstruction

Zhang, X. (2022) Presentation, Alienation and Reconstruction of Female Media Image in Modern Network Live Broadcast. Advances in Journalism and Communication, 10, 336-354. doi: 10.4236/ajc.2022.103020.