摘要：“剩女”是当今我国社会发展进程中出现的一种新型社会现象，近年来作为一类典型艺术形象频频登陆国产电视剧市场，在丰富女性的荧幕形象，引导民众关注这批女性的同时，也时常将“男强女弱”、“女正位乎内”等传统意识形态渗入其中。长期以来，媒介塑造的女性形象存在着刻板化的问题，“九五”世妇会后，伴随国内传媒与女性研究的日趋成熟，媒介塑造的女性形象逐步多元。不过，由于深受儒家传统文化的熏陶，长期形成的刻板印象具有较高稳定性，很难随现实的变化而变化，所以女性刻板印象在今天仍然屡见不鲜。本文以此番荧屏“剩女”的走俏为案例，综合国内外电视剧对“剩女”形象的建构，借助网络平台发布调查问卷，获取民众对“剩女”形象的认知，然后从受众接收、媒介发展、社会公平三个角度来阐述改善女性刻板印象的必要性。最后，从观念、创作和运营三个方面，对国产电视剧应如何促进女性文化的健康发展提出建议。
关键词:电视剧；剩女；社会性别；刻板印象
Abstract:A spinster which is a new social phenomenon appears frequently in domestic TV series in the course of social development in recent years as a typical artistic image. It has enriched female images in TV series. The phenomenon has attracted people’s attention to these women. However, the traditional ideology of the sense of dominating man and weak woman or domestic woman is penetrated in TV series. As a result, the image created by media has been stereotyped for a long time. After the 4th World Women Conference in 1995, female images tend to be diverse with the growing domestic media and female research. However, by the influence of Confucian culture, the stereotype is deep-rooted. It is difficult to change with the reality. Therefore, the female stereotypes are still common. This thesis takes the popular spinster as an example, considering the construction of all spinsters’ image in foreign and domestic TV series, obtains audience’s cognition of spinsters. Questionnaires are released by the network. Then the thesis illustrates the necessity of the change of female stereotypes from the perspective of the audience reception, media development, and social justice. Finally, proposals on how to promote the healthy development of female culture in domestic TV series are put forward from three aspects: the notion, creation and operation.
Key words: TV series；spinster；social gender；stereotyped image
想要彻底根除国人意识中的性别刻板印象绝非易事，而这项任务的受惠者也不是仅有女性一方，这是一项使男女两性都共同受益的事业。“女正位乎内，男正位乎外”，这是中国人理解性别差异的一个重要背景，中国的女性刻板印象研究不能照搬西方的研究成果，而应结合中国特色的文化传统。从观念、创作和运营三个方面去努力，利用电视剧受众面广，渗透力强的特点，发挥其在改变社会对女性的传统认知、促进全社会男女平等、推进社会性别意识主流化等方面的积极作用，推动两性平等的社会文明进程。
