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WOMEN'S FASHION MAGAZINES IN JAPAN : Women vs. Women's Fashion Magazines in Relation to Self-image Creation and Consumption

Luo, Xing (2008)
Centre for East and South-East Asian Studies, Lund University
Abstract
This study examines how Japanese women have been portrayed in women's fashion magazines and tests how women's fashion magazines have affected female readers? self-image creations and consumption behaviour. To this end, five copies magazines were selected for visual analysis to analyze the portrayals of Japanese women in the magazines from a gender perspective. In addition, interviews were conducted with female Japanese readers investigating the influence of the magazines on them. As media, the magazines provided an 'ideal female' image for their readers, and the magazines thus encouraged the readers to achieve this image by purchasing the advertised products. In doing so, the magazines could be 'instructions' for the female reader's... (More)
This study examines how Japanese women have been portrayed in women's fashion magazines and tests how women's fashion magazines have affected female readers? self-image creations and consumption behaviour. To this end, five copies magazines were selected for visual analysis to analyze the portrayals of Japanese women in the magazines from a gender perspective. In addition, interviews were conducted with female Japanese readers investigating the influence of the magazines on them. As media, the magazines provided an 'ideal female' image for their readers, and the magazines thus encouraged the readers to achieve this image by purchasing the advertised products. In doing so, the magazines could be 'instructions' for the female reader's self-image creations and consumption behaviour. The results of the visual analysis suggested that Japanese women in the magazines were still stereotypically depicted as submissive and Kawaii 'full-time housewives'. Nevertheless, this study concluded that the female readers themselves hold the power to decide whether to follow the magazines? instructions, and thus they determine how women's fashion magazines could affect their self-image creations and consumption behaviour. (Less)
Please use this url to cite or link to this publication:
author
Luo, Xing
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
stereotype representation, female consumption - Japan, Women's fashion magazines - Japan, self-image creation, Social sciences, Samhällsvetenskaper
language
English
id
1320654
date added to LUP
2008-03-07
date last changed
2009-04-15 11:28:51
@misc{1320654,
  abstract     = {This study examines how Japanese women have been portrayed in women's fashion magazines and tests how women's fashion magazines have affected female readers? self-image creations and consumption behaviour. To this end, five copies magazines were selected for visual analysis to analyze the portrayals of Japanese women in the magazines from a gender perspective. In addition, interviews were conducted with female Japanese readers investigating the influence of the magazines on them. As media, the magazines provided an 'ideal female' image for their readers, and the magazines thus encouraged the readers to achieve this image by purchasing the advertised products. In doing so, the magazines could be 'instructions' for the female reader's self-image creations and consumption behaviour. The results of the visual analysis suggested that Japanese women in the magazines were still stereotypically depicted as submissive and Kawaii 'full-time housewives'. Nevertheless, this study concluded that the female readers themselves hold the power to decide whether to follow the magazines? instructions, and thus they determine how women's fashion magazines could affect their self-image creations and consumption behaviour.},
  author       = {Luo, Xing},
  keyword      = {stereotype representation,female consumption - Japan,Women's fashion magazines - Japan,self-image creation,Social sciences,Samhällsvetenskaper},
  language     = {eng},
  note         = {Student Paper},
  title        = {WOMEN'S FASHION MAGAZINES IN JAPAN : Women vs. Women's Fashion Magazines in Relation to Self-image Creation and Consumption},
  year         = {2008},
}