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Feminism as a Perspective, Not a Label.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Feminism as a Perspective, Not a Label./
Author:	Wu, Lishu.
Description:	1 online resource (61 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-03.
Contained By:	Masters Abstracts International85-03.
Subject:	Design. -
Online resource:	click for full text (PQDT)
ISBN:	9798380326582

Feminism as a Perspective, Not a Label.
Wu, Lishu.

Feminism as a Perspective, Not a Label. - 1 online resource (61 pages)

Source: Masters Abstracts International, Volume: 85-03.

Thesis (M.F.A.)--Pratt Institute, 2024.

Includes bibliographical references

Women have increasingly become the dominant force in global consumer markets. Alongside, reconfigurations of the social division of labor in many industrialized countries have also increased women's economic independence. Women are becoming more independent in their work, personal lives, and career choices. This shift has changed the media landscape in China, with more and more visual, commercial, and media messages highlighting women's strength and independence. It's not uncommon for Chinese advertisements and marketing campaigns today to encourage women to ignore limitations, live the lifestyles they choose, and pursue their own interests. These values are communicated both directly, through texts, but also connotatively and indirectly, through subliminal visual messaging: photographs that show diversity by women of different shapes and skin tunes.The popularity of themes like independence, ignoring limits, and pursuing one's own interests in marketing and advertising campaigns geared toward women means that these ideas have entered the mainstream in China. From one perspective, this is an effective marketing ploy. However, it's also true that these messages wield a great deal of social and cultural power and influence. Ensuring that media and marketing campaigns geared toward women focus on empowering themes, I argue, is vital for the larger project of helping awaken Chinese culture at large to gender equality and to promoting new narratives about women's value in society.Most existing studies of women in advertising have focused on the portrayal of women as objectified and secondary to men, or have analyzed the impact of these advertising and media campaigns on audiences. Few studies have examined the subconscious role that media and advertising campaigns can play in the awakening and development of a young woman's self-awareness. This thesis examines the subconscious influence of media images on individual and cultural perceptions of female gender roles in China today, and argues that responsible use of subliminal messaging can help promote a healthy sense of independence in young Chinese women.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798380326582Subjects--Topical Terms:

595500
Design.
Subjects--Index Terms:

Marketing campaignsIndex Terms--Genre/Form:

554714
Electronic books.

Feminism as a Perspective, Not a Label.
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520 $a Women have increasingly become the dominant force in global consumer markets. Alongside, reconfigurations of the social division of labor in many industrialized countries have also increased women's economic independence. Women are becoming more independent in their work, personal lives, and career choices. This shift has changed the media landscape in China, with more and more visual, commercial, and media messages highlighting women's strength and independence. It's not uncommon for Chinese advertisements and marketing campaigns today to encourage women to ignore limitations, live the lifestyles they choose, and pursue their own interests. These values are communicated both directly, through texts, but also connotatively and indirectly, through subliminal visual messaging: photographs that show diversity by women of different shapes and skin tunes.The popularity of themes like independence, ignoring limits, and pursuing one's own interests in marketing and advertising campaigns geared toward women means that these ideas have entered the mainstream in China. From one perspective, this is an effective marketing ploy. However, it's also true that these messages wield a great deal of social and cultural power and influence. Ensuring that media and marketing campaigns geared toward women focus on empowering themes, I argue, is vital for the larger project of helping awaken Chinese culture at large to gender equality and to promoting new narratives about women's value in society.Most existing studies of women in advertising have focused on the portrayal of women as objectified and secondary to men, or have analyzed the impact of these advertising and media campaigns on audiences. Few studies have examined the subconscious role that media and advertising campaigns can play in the awakening and development of a young woman's self-awareness. This thesis examines the subconscious influence of media images on individual and cultural perceptions of female gender roles in China today, and argues that responsible use of subliminal messaging can help promote a healthy sense of independence in young Chinese women.
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653 $a Chinese women
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