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整个社会的性别观念及其文明程度是与电视媒体的宣传导向密切相关的,作为文化的先导,电视传媒在两性观念和行为的文化建构及传播中具有重要作用,承担着义不容辞的社会责任。当前,贫困的女性化和女性的贫困化现象已成为一个全球关注的焦点问题,中国女性群体数千年在传统自然经济条件下形成的“积贫”、“积弱”状态,在今天现代市场经济条件下依然有着强大的惯性,这表明,单纯的经济增长和发展模式并不必然有利于女性的发展。由于性别和谐是社会和谐的基础,性别不平等的社会现象需要性别平等意识的关照,在社会性别意识主流化的进程中,社会性别意识进入电视媒体主流是极其重要的方面。
The gender perspective of the entire society and its degree of civilization are closely linked to the media-oriented propaganda. As the precursor of culture, the television media plays an important role in the cultural construction and dissemination of the concept and behavior of both sexes and shoulders the unshirkable social responsibility. At present, the feminization of poverty and the impoverishment of women have become the focus of a global concern. The status of “accumulating poverty” and “weakness” formed by the Chinese female groups for thousands of years under the traditional natural economic conditions has become more and more serious. There is still a strong inertia in today’s modern market economy, which shows that purely economic growth and development patterns do not necessarily favor the development of women. Since gender harmony is the foundation of social harmony and gender inequalities in social phenomena require attention to gender equality, it is an extremely important aspect for gender consciousness to enter the mainstream of television media in the process of mainstreaming gender awareness.