卢嘉,刘新传

• 1:清华大学新闻与传播学院
• 2:北京大学新闻与传播学院

摘要(Abstract)：

本文旨在研究性别与新型信息通信技术之间的关系。通过内容分析的方法探究了电视商业广告中所反映的男性与女性价值观,这些广告主要关于计算机、手机、网络服务、手机网络服务四种主要新型信息通信技术。研究发现,关于新型信息通信技术的商业广告,总体上没有显著的性别差异。同时,本研究发现性别价值观和不同类型的信息通信技术之间存在显著相关性。比如,女性价值观与手机,基于手机的信息通信技术和接入工具明显相关。而男性价值观则与手机网络服务、基于计算机的信息通信技术、网络服务和网站存在正相关关系。"性别权力关系"的概念被用来说明结果,我们通过开放—封闭、设计—消费、全球—本土几组二分特质来对这种关系的分布进行描述。

关键词(KeyWords)： 性别;新型信息通信技术;计算机;手机;互联网;电视商业广告

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 卢嘉,刘新传

DOI: 10.16602/j.gmj.20170006

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• (1)计算机和互联网网络服务被归为基于计算机的新媒体技术中,因为一般来说,计算机常常被用来接入互联网网络服务。虽然3G技术已经使手机可以联网,但是在2009年3G正式推出之前,中国基于手机的无线网络只局限于高端用户中的一小部分。考虑到本研究中所收集的广告样本是2009年之前的,因而除了如无线应用协议网站等为手机特别设计的服务外,手机没有被纳入互联网接入工具中。
• (2)编码者未被要求进行子类别的辨识。