近幾年來台灣電視節目掀起女性美容資訊熱潮,其內容多數強調女性應著重自我外在打扮,以便展現個人品味,進而建構其社會地位。相反地,在傳統台灣社會文化中,女性角色被標榜為家庭犧牲奉獻的內在美導向價值觀。事實上,女性閱聽人在自我建構過程中,深受媒體與日常社會文化價值觀的相互拉扯與影響。然而,鮮少文獻深入探索女性閱聽人如何建構與展現自我,以及女性美容節目收看後對其建構與展現產生何種變化,因此本研究將彌補現今文獻之不足,並期盼提供後續研究(者)參考與驗證。 本研究採以焦點團體法,訪問24位每週會收看「女人我最大」美容資訊節目一次以上且每次會觀看半小時以上,年齡在20到35歲收看「女人我最大」的女性閱聽人。分析結果發現美容資訊節目之女性閱聽人會透過不同取徑自我建構,在早期的建構階段個體建構自我時內在會產生拉扯,而後進入社會後,再建構之來源以主流意識形態為主,強化了個體早期之自我建構。另外也發現,不同類型的女性,呈現不同自我展現風格,「模仿型」之女性,自我思辨能力極低,對於媒體訊息不假思索的全盤接收;而「參考型」的女性閱聽人之思想,在社會文化與自我價值之間拉扯著,想法與行為仍部分受到主流意識的影響,但也有一部分台灣女性,即為本研究分析中的「自我風格型」女性閱聽人,逐漸能跳脫意識形態之宰制,呈現嶄新的一面。
In recent years, information on female beauty has become a fad in Taiwan TV programs. The majority of the TV programs’ contents stress that women should place emphasis on their external dressing in order to show personal taste, and furthermore, to establish social status. On the contrary, in traditional Taiwanese society, female characters are praised for their sacrifice and dedication to family, which is valued as a woman’s inner beauty. The truth is, female audiences are deeply influenced by the contradictories between media and traditional social values during the process of self-construction. However, little research was focused on the construction and realization of modern female beauty, and thus, this research probed this topic to supplement the insufficiency of current documents and, of course, to provide references and verifications for further research. This research applied focus group method. 24 female audiences, aged from 20 to 35, who have been watching the TV Program “Queen” at least once a week and 30 minutes per time, were interviewed in this study. The analysis indicated that the audiences of beauty information program constructed themselves through different approaches. In the early self-construction period, contradictions appeared and turned into inner struggle. After entered the society, ideology was the primary re-construction factor, which strengthened one's preliminary self-construction. The study also discovered that different types of female possess different styles of self- presentation. For the “Imitation” type female audiences, the ability for self-speculation was relatively low and this indicated that they absorb everything from the media information. For the “Reference” type female audiences, they struggled between social values and self values, but their thoughts and acts were still affected by ideology. However, a part of Taiwanese women, who belonged to the “Personal Style” type female audiences in this research, was able to gradually break away from the traditional bonds and to display a brand-new style.
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