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ABSTRACT
In the wake of burgeoning feminism and the prevalence of video mashups, the redefinition of the female image has garnered substantial attention from scholars and practitioners alike. However, there is a dearth of research on female images and their redefining patterns in the context of video mashups. This study endeavours to address this void by synthesizing existing literature on video mashups and employing content analysis methods to elucidate the female images within these multimedia amalgamations. A comprehensive dataset of female video mashups was amassed for examination. We identified five predominant female images: “Beautiful appearance,” “Power master,” “Capable professionals,” “Independent protesters,” and “Torture suffers.” Drawing inspiration from gaze theory, our study delineates three primary re-creation patterns: “Identification,” “Confrontation,” and “Hybridity.” This research extends the purview of gaze theory, providing valuable insights into the evolution of female images in the digital age and its multifaceted reconfiguration within the realm of video mashups. Additionally, this study offers practical implications for communication strategists, empowering them to devise effective campaigns fostering gender equality and female empowerment.
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No potential conflict of interest was reported by the author(s).
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Mengli Yu
Mengli Yu is an Assistant Professor at School of Journalism and Communication, Nankai University. His research and teaching interests include film culture theory, computational communication, social media platforms, and user behaviors. He has published in journals such as Internet Research, Cyberpsychology, Behavior, And Social Networking, Expert Systems With Applications. E-mail: [email protected]
Zixuan Li
Zixuan Li is a Master at School of Journalism and Communication, Nankai University. Her research interests include communication theory and method, media industry, and media integration. E-mail: [email protected]
Yixin Zhou
Yixin Zhou is a Master at School of Arts, Nanjing University. Her research interests include gender culture, film and television cultural theory, and film cultural criticism. E-mail: [email protected]
Yadong Liu
Yadong Liu is a professor at School of Journalism and Communication, Nankai University. His research and teaching interests include communication theory and practice, and technological innovation path. E-mail: [email protected]