This might be against the oppression of interests of the individual over the long term and the western values dissemination. Since the year of 1979, the state of China has integrated politics that were in alignment with the drive of the state. This was in relation to becoming and being exemplified with neoliberal capitalism within the economy of the world. This values redirection included offering encouragement to the people for pursuing self-satisfaction and the individualized wealth. Upon entering the 21st century, the mainland of China experienced the television to become one of the common media platforms. While the system of commodity image of the television is at the core related to satisfaction, its effect and influence are not limited to this system itself as gender identity is one of the domains.
Various messages of commercial nature utilized the representations and images of both men and women as the integral components of their strategies in order to obtain the attention and for persuading. The gender images are not utilized by the images derived from the concentrated pool. However, focus was on narrow images being used. Accompanied by the strengthened concept of global consumption and its influence, the television post the year 1978 had drawn majorly upon the gender display domain. Herein, the television did not showcase the actual behavior of the men and women but it presented the manner in which the men and women were expected to behave by the society. As identified by Kevin (2005), it formed the image of ideal nature depicting the image of ideal women.
The portrayals of these forms are not regarded and cannot be considered to be the actual gender reflections. On the television, women as the gender are shown and defined along the notion of sexuality. It is found that sexuality offers the resource which can be utilized for gaining attention and facilitating instant communication. There is a strong gender component within the depicted sexuality that further lends itself to the portrayal of the representation which is imagistic. As suggested by Ko (2003), within the modernity of China at the present time, the gender notions are mostly linked with the modernity due to which any women of modern nature is required to adhere to the combination of the westernized and traditional standards of the feminine comportment and the physical beauty.