臺灣女性主體意象再建構：孕婦攝影的圖像符號分析

Reconstruction of the Taiwanese Female Subject Image: A Pictorial Semiotic Analysis of Pregnant Women in Photography

本研究嘗試了解臺灣孕婦攝影的圖像符號意涵。研究目標是針對2016年至2019年臺灣孕婦攝影網路廣告影像進行分析和探討。研究結果發現，臺灣孕婦攝影影像以四種影像意象為主：幸福浪漫的表徵、孕期身體的特色、時尚品味的意象及豪華權貴的氣勢，其展現女性建構自我主體形象的積極性。然而，受媒體、商品文化脈絡影響，孕婦對自我的身體形象仍束縛在嚴峻的審美偏見之內。透過符合社會制定的美麗標準，孕婦看似被孕婦攝影的消費模式賦權，但最終，仍受到社會所期望的「被凝視」模式所宰制。

This study considers the meaning of photographic depictions of Taiwanese pregnant women by analyzing online advertising photographs of pregnant women in Taiwan from 2016 to 2019. The study finds that photographs of Taiwanese pregnant women are based on four images: representation of happiness and romance, characteristics of the body during pregnancy, tastes in fashion, and luxury. The enthusiasm of women to construct their self-image can be seen. However, due to the context of media and commercial culture, pregnant women's body image is still constrained by severe aesthetic prejudices. By meeting standards of beauty set by society, pregnant women seem to be empowered by the consumption pattern of pregnant women' s photography, but in the end, they are still dominated by the mode of ''being gazed at'' expected by society.