A gender awareness analysis on Youtube campaign web videos - A Case Study of 2014 Taipei mayoral election

Gender equality in Taiwan society is a very contradictory issue. Taiwan''s mainstream thinking is that everyone is equal, gender equality is also an mainstream value. Many people believe that Taiwan has been achieved gender equality. However, the results of research on gender-related issues show that Gender equality in Taiwan is better than before but there is still room for improvement. For what reason that there is such a big gap between gender researchers and the general public? The purpose of this study was trying to use the method of feminism and analyzing campaign videos’ patriarchal component. To understand women’s imagination and how to be presented in Taiwan’s mass media. Taipei is the most populous and prosperous city in Taiwan. Women’s imagination in campaign videos in 2014 Taipei mayoral election is important to gender studies. This article proceeded in terms of semiotics-based text analysis and discourse analysis approach of the 2014 Taipei mayoral election campaign Youtube videos and intended to discover the implicit gender awareness. According to the results of this study, 2014 Taipei mayoral candidate Ko wen-je and Lian sheng- wen, the two people’s campaign videos were showing a very strong patriarchal thinking. From content design to gender imagination, these videos based concepts on patriarchal culture. Such a phenomenon is universal in Taiwan society. To achieve gender equality, most people in Taiwan need to understand the patriarchal framework influences everyone. break the frame of patriarchy is the prerequistite for setting everyone free.