This study is about how women entrepreneurs are represented in Taiwan¡¦s business magazines. The role of mass media is to transmit information and establish the cultural value in a society. Hence, mass media is a key source of the construction of gender stereotype. Comparatively, women entrepreneurs are the minority in the society. We have difficulties in getting the first-hand information of their venturing process and experience. Mass media, under these circumstances, is the primary source of our perception of the women entrepreneurs. Many previous studies have suggested that the media tend to summarize the experience of women entrepreneurs from a masculine perspective, over-simplify the gender differences, draw particular attention on the private domain of women entrepreneurs and emphasize the stereotype of female. In this study, our major research question is ¡¥how are women entrepreneurs, in Taiwan, represented by the news media.¡¦
The study has adopted discourse analysis as research method and the related reports are all from the most three popular magazines in Taiwan. By analyzing words and sentences, the study try to reveal preferences and standpoints of media.
After analyzing 87 reports, we could say that the media prefer to represent women entrepreneurs in the following ways. 1. Women entrepreneurs are rare in the society. 2. Describe women entrepreneurs with masculine traits. 3. Women entrepreneurs have to show feminine traits at some time, not too aggressive all the time. 4. The influences from women entrepreneurs¡¦ fathers and husbands. 5. Represent the stereotype of women entrepreneurs. 6. Focus on marriage and family status of women entrepreneurs.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0712110-140333 |
| Date | 12 July 2010 |
| Creators | Yang, Ching-hui |
| Contributors | none, Stephen D. Tsai, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0712110-140333 |
| Rights | not_available, Copyright information available at source archive |
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