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| Research on Media Literacy as a Strategy to Advocate Gender Equality |
| BU Wei |
| Institute of Journalism and Communication at the Chinese Academy of Social Sciences, Beijing 100732, China |
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Abstract This paper discusses the values of raising awareness among media personnel in gender advocacy. Based on previous findings, when the movement of raising awareness among media personnel is introduced to China, the core values of its "revealing politics," media autonomy in social critique and the right of communication in civil society are weakened, and gender blindness is presented during the process, thus make raising awareness among media personnel to empower workers and oppressed women and other vulnerable groups into the movement of "improve the quality of vulnerable groups", which reduces the vulnerable groups' subjectivities. This paper analyses the challenges using raising awareness among media personnel to promote gender equality, and proposes ways to counteract these above challenges.
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2011, Vol. 0 
