Gender Discourse in the Cultural Context of Globalization: Transmission, Conflict, and Discourse Competition

Abstract

Purpose – This chapter analyzes how various gender discourses transmitted through mass media such as television form discourse competition and conflict today as China is confronting cultural globalization. In that context, a wave of consumerism and nostalgia for cultural tradition become two of the key factors that shield patriarchy and resist feminism. Method – Quantitative and qualitative responses of Chinese university students to video productions from South Korea and the United States are studied, compared, and contrasted by using survey and focus group discussion methods. Findings – Women and men students show preference for different types of televised and film entertainment. Both respond to the gender discourses depicted, seeing in them models for behavior and fashion. The independence and sexual freedom reflected in TV series from the United States is seen by many as less applicable to the Chinese context than the idealized traditionalism of the Korean series. Social implications – Global culture provides alternative and competing gender discourses, which can lead to social change or to nostalgia for an idealized tradition in the face of change. To the extent that both women and men adopt the male gaze, patriarchal culture is strengthened, not challenged in the process.