Communication ETDs

Publication Date

Spring 5-17-2025

Abstract

This study examined the body and gender identity performances and narratives of women in different Chinese advertisements, and deconstructed the motivation and representation of humiliation, sexual harassment, and gender offside toward women in public spaces. The study takes feminism, patriarchal capitalism, and rhetorical criticism to analyze the situation of Chinese women’s identity and gender in the traditional gender system, as well as the status of women’s situations with patriarchy and capitalism discourses. Through the analysis of the advertisements, the study criticized the gender (mis)representation of women’s gender identity and bodies among women's identities, bodies, and patriarchy, and deconstructs the gender system’s unfriendly attitude toward women’s identity and bodies and its connection to patriarchy. These analyses pointed out the dilemmas posed to women by the macro-power structures and controls of binary gender systems, patriarchy, and capitalism.

Language

English

Keywords

Feminism, Patriarchal Capitalism, Binary Gender System, China, Women, Advertisements

Document Type

Dissertation

Degree Name

Communication

Level of Degree

Doctoral

Department Name

Department of Communication and Journalism

First Committee Member (Chair)

Shinsuke Eguchi

Second Committee Member

Cleophas Muneri

Third Committee Member

Michael Lechuga

Fourth Committee Member

Sara Baugh-Harris

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