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盛盈仙, & 盧國益. (2013). 跨國倡議網路下的女權運動-以性別主流化政策為 例. 長庚人文社會學報, 6(1), 69-98.
章英華&傅仰止. (2010). 台灣社會變遷基本調查計畫第四期第一次調查計畫 執行報告 (編號: C00108_2)
章英華, 杜素豪, & 廖培珊. (2011). 台灣社會變遷基本調查計畫第六期第一 次調查計畫執行報告 (編號: C00221_1).
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大眾傳播研究所學位論文, 1-101.
黃淑玲, 李思賢, & 趙運植. (2010). 世紀之交台灣人性行為分析: 世代, 性別, 教育及婚姻狀態之交織差異. 臺灣性學學刊, 16(2), 1-28.
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婦女論述. In:中華傳播學會年會研討會.
陳柔均. (2006). 國際中文版女性雜誌內容本地化策略研究之分析. 2006 年中
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以美國與香港雜誌為例》。交大傳播研究所碩士論文。
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全球化浪潮下的國際中文版雜誌.
Chou, D. Y. Z., & 周鄧懿貞. (2006). 全球化下的台灣女性流行時尚雜誌研究.
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蔡境予. (2007).〈全球化下台灣女性公民身份的發展與文化生產：從性別 主流化運動談起〉東吳大學「兩岸社會現代化」學術研討會
劉佩詩. (2006). [家庭版? 沿革及女性角色轉變—以《 中國時報》 為例 (1959-2004). 政治大學新聞研究所學位論文, 1-174.
劉毓秀. (2002). 台灣女性人權現況分析: 全球化與女性角色交集下的困境 及其出路思考. 國家政策季刊, 1(2), 85-116.
劉惠琴(2007)。從邊緣到主流，性別人權的實踐模式－主流化與在地化。收
於《華人社會人權論述與實踐研討會論文集》。台北東吳大學張佛泉人
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賴永忠(1993)。《台灣地區雜誌發展之研究─從日據時期到民國八十一年》。
政大新聞研究所論文。
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蘇芳瑩. (1999). 由報紙內容分析家庭概念之變遷. 臺灣師範大學家政教育 學系學位論文, 1-135.
羅燦煐. (2005). 政策面 VS 執行面: 校園性侵害及性騷擾防治之政策分析, 現況檢視及實務芻議.
鄭錦祥(2004)。(民國九十二年雜誌出版市場概況)，《2004 年出版年鑑》。台 北:行政院新聞局。
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Appendix A：Coding Schemes and Operational Definitions Sub-dimension Operational definition Example Dimension 1
Beauty and fashion
1a Fashion product Fashion items or products such as makeups, accessories, heels, and dresses are just an
expression of fashion identity
1992 April issue, Rei Kawakubo Dresses Up in Concept;
focusing on the concept of her fashion work is an expression of feminist fashion art form
1b Appearance Changing procedure
The procedure or action of loosing weight is for the sake of health instead of the
consequence of male gaze
1992 April issue, 從飲食培養 健康觀念; which is about how eating habits help diet, and that healthy diet itself can not only prevent obesity but also reduce possibility of breast cancer Dimension 2
Self-development
2a Travel and vacation
Going on holidays and
vacations are to improve mental health
2000 July issue, A Passage to San Marino; the article is about a country San Marino located in Europe and how its fascinating history and beautiful culture relaxes your mind and soul 2b Efficient home
making
Provide information on home decorating, budgeting, cooking recipes, lifestyle, and
do-it-yourself...etc
2016 November issue, Thai Essential Spices; the article is about recipes of Thai cuisine
2c Political and world issues
Articles related to
environmental/animal issues, international issues, race issues, social events, or feminist activities
2016 November issue, The Queens of the Jungle; the article contains how female
environmentalists in Africa devoted themselves into saving the wild life and preserving nature
Dimension 3
Career-development
3a Information Offer information about improving oneself at work and career pursuing
2000 April issue, Time to say goodbye 是換工作的時候了?;
the article offered information
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and tactics when facing
dilemmas of whether to look for a different job or not.
3b Non-celebrity female example
Provide successful non-celebrity female examples to encourage women on pursuing professional career
1992 April issue, 朱天心與她 的眷村兄弟們; the article contains how the writer persisted on her career and determined to have a closer approach on more sensitive social issues in her book Dimension 4
Entertainment
4a Relationships Using female celebrities as feminist icons to inspire women on relationships
2016, November issue, Single is good; the article is from editors in ELLE making the manifesto of being single is freedom and to enjoy yourself in life 4b Careers Using female celebrities as
feminist icons to inspire women on careers
1992 April issue, 1992 April issue; the article contains how actress Jodie Foster is
committed to her acting career 4c Identity Using female celebrities as
feminist icons to inspire women on beauty and the confident identity
1992 April issue, 1992 April issue; the article contains messages on how Jodie Foster dress in her personal time and in the Oscars
4d Pop-culture Using pop culture products or merchandises (films, music, TV shows) to demonstrate the celebration of femininity and girlhood
1992 April issue, 誰殺了莒哈 絲的情人; the article is about a movie in which the female character found her own identity through embracing sexuality
Encourage women to embrace their desire and sexuality; also be independent and take charge of their own relationships
2000 July issue, Sensual
Adventure; the article offers tips on how women can enjoy sex life more, encouraging women
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to embrace their sexuality and enjoy the happiness of sexual intercourse
5b Appearance and beauty choice making
The choice making of whether to put on makeup, to dress up, to loose weight, or to get any cosmetic surgery is for the sake of oneself instead of catering to the society expectation
1992 April issue, 自然創造出 吸引力; the article is about how model Emma Sjoberg keeps a healthy diet in the purpose of being healthy and natural both physically and mentally 5c Life choices Either choosing to be a
housewife or a career woman is respected
1992 April issue, Rei Kawakubo Dresses Up in Concept; in which is about that she devoted her personal life into her career in fashion industry
Dimension 6 Hold anti-prejudice meanings
6a Homosexuality Articles that contain messages about treating homosexuals as equals or that homosexual issues are no longer tabooed issues
2016 January issue, 愛,不分性 別; the article conveyed the message of homosexuals being just as normal as heterosexual
Note: coding scale 1=yes, 0=no
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Appendix B: Findings of the Taiwan Social Change Survey
Table B.1 Percentage of the frequency in people visiting museums or exhibitions in the past year
2005(%) 2010(%)
Never 41.6 58.4
1 time 38.3 14.6
2 times 15.1 10.6
3 times 4.0 7.0
4 times 1.0 2.5
More than 5 .0 6.9
Note. Adapted from 台灣社會基本變遷調查計畫 by 章英華&杜素豪＆廖培珊, 2011, p.182
Table B.2 The percentage of people taking holidays in the past year
2005(%) 2010(%)
Never 39.8 36.3
1 time 16.5 17.7
2 times 19.8 17.5
More than 3 times 23.9 28.5
Note. Adapted from 台灣社會基本變遷調查計畫 by 章英華&杜素豪＆廖培珊, 2011, p.183
Table B.3 Percentage of the frequency in people visiting museums or exhibitions in the past year
2005(%) 2010(%)
Never 41.6 58.4
1 time 38.3 14.6
2 times 15.1 10.6
3 times 4.0 7.0
4 times 1.0 2.5
More than 5 .0 6.9
Note. Adapted from 台灣社會基本變遷調查計畫 by 章英華&杜素豪＆廖培珊, 2011,
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p.182
Table B.4 Percentage of the frequency in people doing exercises or outdoor activities per week
2005(%) 2010(%)
Less than 1 14.9 14.1
At least 1 15.8 14.4
2~3 times 17.8 18
4~6 times 9.0 11.0
More than 7 times 14.7 15.5
None 27.7 26.9
Note. Adapted from 台灣社會基本變遷調查計畫 by 章英華&杜素豪＆廖培珊, 2011, p.182
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Appendix C: Rebranding Feminism Campaign by ELLE
The purpose of "Rebranding Feminism" project is to re-image the feminist movement for today, in the context of pay gaps, stereotypes and the fact that the majority of women do not consider themselves to be "a feminist". Rebranding Feminism campaign was presented in an eight-page feature in the November issue of Elle UK, published on Wednesday 2 October. It was also supported online through Elle's website and social media platforms by using the relevant hashtag.
Figure C1 The rebranding Feminism campaign of ELLE UK (Beusman, 2013) Retrieved from
http://jezebel.com/new-issue-of-elle-u-k-tries-its-darnedest-to-rebrand-1435416217
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Appendix D: Sample Articles of Each Dimension
Beauty and Fashion
a. Fashion items are just expression of self 1992 "展示性感姿態 TWEED"
2000 "刻劃勁裝魅力 POWER SUIT"
2010 "混搭時尚亮點 REFRESHING MIX"
2016 "尖端優雅 POINT TO ELEGANCE"
b. Loosing weight is not for male gaze 1992 "從飲食培養健康觀念"
2000 "新女性特質大反撲 NEW FEMININITY"
2016 "最熱運動趨勢 HOT TRENDS FOR SPORTS"
Self Development a. Travel and Vacation
1992 "塞維爾停不下腳步的美食狂歡 THE SAVOR FOR SEVILLE"
2000 "徜徉迷你共和國, 聖馬莉諾 A PASSAGE TO SAN ,ARINO"
2010 "布魯塞爾輕鬆遊 EASY STAY IN BRUSSELS"
2016 "西西里可以很女生 DISCOVERSICILY"
b. Efficient home making 1992 "ESCAPE FROM ROUTINE"
2000 "人間快意走一回 THE FINEST HOUR"
2010 "我的專屬小空間 A PERSONAL SPACE"
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2016 "養生發酵料理 FERMENTED FOOD"
c. Political and World issues 1992 "沒有銅臭味的美食活動"
2000 "拉丁狂潮征服好萊塢 LATIN FEVER"
2010 "LVX坂本龍一聯手拯救森林 SAVE MORE TREES"
2016 "分享經濟, 我的就是妳的 SHARING IS GOOD BUSINESS"
Career Development a. Offer career opinions
2000 "是換工作的時候了？ TIME TO SAY GOODBYE"
2010 "如何晉升綠領階級 GREEN JOB! GOOD JOB?"
2016 "做對3件事理財風險降一半 DANCE WITH RISK"
b. Using successful non-celebrity females as inspiration to career 1992 "來自東方的流行舞台地震 REI KAWAKUBO DRESSES UP IN CONCEPT"
2000 "柯淑芬,彩繪旅行"
2010 "女人的雙贏時代 CAN WOMEN HAVE IT ALL"
2016 "守護野生動物的非洲女戰士 THE QUEENS OF THE JUNGLE"
Entertainment
a. Using female celebrities to inspire women on relationships
1992 "茱蒂佛斯特不甘沉默的人生 JODIE FOSTER CALLING FOR THE SHOT"
2000 "莎拉潔西卡派克, 遊走慾望城市 SIMPLY SARAH"
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2010 "舒淇 我不聰明, 只是清醒 SHE'S THE ONE"
2016 "隋棠 從心活出精采 LIVE TO THE FULLEST"
b. Using female celebrities to inspire women on careers
1992 "茱蒂佛斯特不甘沉默的人生 Jodie Foster Calling for The Shot"
2000 "教父之女出長成, 蘇菲亞柯波拉"
2010 "耀眼新星才華綻放 DAZZING RISING STARS"
2016 "桂綸鎂 倫敦出任務 The SPY GAME"
c. Using female celebrities to inspire women on beauty and confident identity 1992 "茱蒂佛斯特不甘沉默的人生 JODIE FOSTER CALLING FOR THE
SHOT"
2000 "瑪麗達里厄斯克, 雕飾生命的刻度 A SELF METAMORPHOSIS"
2010 "名人度假風 FUN WITH CASUAL"
2016 "時尚星名媛 BEAUTY SPOTLIGHT"
d. Use pop culture products or merchandises to celebrate girlhood 1992 "瑪丹娜 讓禁忌暫停呼吸"
2000 "女性觀影 影觀女性"
2010 "搖滾女人搖滾音樂 WOMEN ROCK MUSIC"
2016 "魏如萱vs王若琳 怪怪女孩惹人愛 LOVELY GIRLS"
Individual's choices of happiness a. Sex and relationship 1992 "性是幾個人的事"
2000 "玩一場五感的性冒險 SENSUAL ADVANTURE"
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2010 "浪漫性感夜 PERFECT SEXY NIGHT"
2016 "代理伴侶治療揭密 SEX SURROGATE"
b. Appearance and beauty 1992 "自然創造出吸引力"
2000 "新女性特質大反撲 NEW FEMININITY"
2010 "自然做自己 KELLY LIN'S STYLING RULES"
2016 "時尚週話題筆記 2017 RUNWAY REPORT"
c. Life choices
1992 "超級模特兒的生涯規劃 善用天賦,掌握機會 SUPER MODELS IN ACTION"
2000 "平珩,因為藝術而幸福 A PASSION FOR ARTS "
2010 "女人的雙贏時代 CAN WOMEN HAVE IT ALL"
2016 "孫芸芸 我從來不把自己當明星 I'M NOT A STAR"
Hold Anti-prejudice meanings a. Articles about homosexual 1992 "愛情再也分不出性別"
2000 "天生狂野 安吉莉娜裘莉 WILD AT HEART"
2010 "NOW ELLE 陳樂融培你看電影外出用餐三部曲"
2016 "愛, 不分性別"