流行雜誌的女性形象比較與跨文化教學

Abstract

媒體開放後的臺灣面臨全球化的浪潮，不僅有國際雜誌進軍臺灣，日本文化作品禁令的解除後更掀起哈日風潮。美國流行文化帶來的自由開放思維隱身於臺灣社會中，而地緣文化與臺灣相近的日系風格也成為一象徵性的符號，臺灣的流行文化不可避免地受到文化交流的影響。在跨文化的交流互動下，女性如何在流行雜誌中被描繪、再現與傳播為本研究的主軸。本研究欲透過蒐集台灣、日本及美國流行雜誌中針對女性形象的敘述及影像，分析跨文化的女性形象差異，並透過其隱含的意識型態與脈絡提出台灣女性形象如何受西方及日本的影響。最後進一步根據研究結果，選擇華語學習者在跨文化交流時可能產生文化衝擊的議題，設計一套跨文化教學方案，提供教學啟示及策略。本研究透過質性研究方法，採用性別研究、符號學及跨文化研究的角度切入分析。本文採用近3年（2019-2022年）間受18-35歲女性青睞的女性雜誌，從中選取具代表性的女性流行雜誌：台灣的《Bella儂儂》及《Girl愛女生》、日本的《With與妳時尚國際中文版》及《ViVi 唯妳時尚國際中文版》，以及美國版的《Cosmopolitan柯夢波丹》與《Vogue》，共12本為研究樣本，分析其文字與影像如何再現女性形象，並探討之間隱含的意識型態及跨文化差異。根據研究結果及理論，本研究提出各國流行文化中的女性形象，並探析華語學習者在學習過程中可能遭遇的文化衝突，進而設計相關語境的教材以幫助學習者了解其中的文化差異。With the liberalization of media, Taiwan welcomed the wave of globalization at the end of the 20th century and was influenced by Japan, with relatively close geo-culture. Not only did international magazines enter Taiwan following the media's opening, but the lifting of the ban on Japanese cultural works triggered a boom in Japanese popular culture. The free and liberal mindset introduced by American pop culture gradually permeates Taiwanese society. The Japanese aesthetic has also come to symbolize this interaction between cultures, and Taiwan's pop culture is unavoidably influenced by this. This study aims to analyze cross-cultural differences in the image of women and explain how the image of women in Taiwan has been influenced by the West and Japan through their implied ideologies and contexts by collecting narratives and images of women in popular magazines in Taiwan, Japan, and the United States. Finally, a set of cross-cultural teaching plans are designed based on the study's findings to provide teaching insights and strategies by selecting issues that may have a cultural impact on Mandarin learners during cross-cultural communication. This study uses gender studies, semiotics, and cross-cultural studies as part of its qualitative research methodology. In this study, the author uses the women's magazines that were widely read by women between the ages of 18 and 35 over the previous three years (2019–2022) and chooses the three most representative publications fromeach country: Cosmopolitan and Vogue in the US; Bella and Girl in Taiwan; and With and ViVi in Japan. A total of 12 books were used as samples to investigate how their texts and images depict the image of women, as well as the implied ideological and cross-cultural differences. Based on the research findings, this study presents images of women in popular culture in each country and investigates the cultural conflicts that Mandarin learners may face experience during the learning process, and then designs contextualized teaching materials to assist learners in understanding the cultural differences.