誰說了算話？廣播電台廣告呈現的兩性權力關係

Abstract

本文以廣播電臺播放的各類廣告為例，探討媒體所呈現之兩性權力關係。以聲音／語言為唯一元素的廣播電臺廣告，其表現方式與具有的社會意涵可運用社會語言學（Sociolinguistics）的研究取向加以剖析。文章首先耙梳其性別與媒體之相關論述，再提出待探討的面向與議題。分析所收錄的廣告則發現：（1）部份廣告使用單一性別的聲音，而其中高達71.3％由男性來代言；（2）部份廣告同時使用兩性的聲音，而男性被呈現為主要的問題解答者和口號代言人；（3）汽車廣告及美容廣告主要分由男性和女性擔任資訊提供者。上述幾點顯示廣告維護了性別刻板印象，尤其以男性「說了算話」而再現男性優勢。文章最後指出廣播廣告具有朝向兩性平等的改進空間。

This paper aims to explore the power relations between genders as presented by the mass media, using various advertisements broadcasted on the radio for example. The presentations and social implications of radio advertisements, utilizing sound/language as the essential element, can be analyzed by means of Sociolinguistics approaches. This paper therefore begins with a review of Sociolinguistics and its focus on gender and media. The review raises several issues for further research in this area. Responding to the issues, the analysis of advertisements recorded shows that: (1) among those ads using a single-sex voice only, about 71.3% use male voices; (2) among those ads using the voices of both sexes, males are portrayed as the main answer-givers and slogan-announcers; (3) automobile ads and salon/cosmetics ads are mainly presented by males and females respectively. The above implies that radio advertisements represent gender stereotypes, especially male dominance with the pattern that males' words count. This paper concludes that there is room for improvement in gender equity in radio advertisements.