Reinforcing Traditional Gender Norms in Japan? An Analysis of Images in Japanese Men’s and Women’s Fashion Magazines

Abstract

This study examined the gender images in Japanese male-targeted and female-targeted fashion magazines from a feminist theoretical framework. With the recent shifts in gender role expectations and norms in Japan, the primary interest was in analyzing whether or not the images of males and females found in the magazines were reflecting these shifts. A textual analysis of the magazines' visuals revealed mixed connotations of gender norm reinforcement and resistance.

Emerging masculinities in Chinese luxury social media marketing

“…The few international studies have focused on men's relative prevalence and prominence compared to women (e.g. Bresnahan et al, 2001;Furnham and Lay, 2018;Kim and Lowry, 2005;Luther and Smith, 2014;Matthes et al, 2016;Paek et al, 2011). No readily identifiable research exists about international differences among male portrayals in luxury fashion marketing.…”

“…Although of a similar age, OGM masculinity differs greatly from Japan's corporate warrior (kigyō senshi, 企業戦士) or China's white-collar man (bailing nanren, 白領男人), who neglect their outward appearance, health, hobbies and family to focus on corporate success. This business-related masculinity features conservative dark suits, plain white shirts, short practical hairstyles and an austere appearancewhich was the male aspirational ideal or regional hegemonic masculinity common in the 1950s-1990s Japanese or the 1990s-2000s Chinese advertisements (Charlebois, 2017;Hird, 2016;Luther and Smith, 2014;Moskowitz, 2013;SturtzSreetharan, 2017;Tso and Nanase, 2017).…”

“…Japanese magazines, such as Leon, and shelves full of self-help books in Japanese bookstores target middle-aged men desiring this sophisticated portrayal. Increasing sales for such fashion magazinessince 2010, annual sales among 30-40-years-old men rose more than 35 percentcorroborate this persona's growing popularity in Japan (Hughes, 2013;Luther and Smith, 2014;Tso and Nanase, 2017). Chinese OGM and Japanese choi-waru oyaji are characterized by fine suits; stylish retro clothing, hats, shoes, accessories and hairstyles; cocktails; cigars; a Playboy Club-era taste for decorative women; and luxury goods that differentiate a man from his peers and attract younger women (Charlebois, 2017;Marx, 2007).…”

“…In Japan, this youthful, delicate and effeminate-faced portrayal is rooted in bishōnen (美少年) of classic Japanese literature, modern manga and anime (Charlebois, 2017;Darling-Wolf, 2004). Since the late 2000s, Japanese advertisements often feature slender effeminate and smooth-skinned young men wearing long hair, jewelry, eyeliner, lipstick and skin-whitening cosmetics (Luther and Smith, 2014). In Korea, the so-called "flower handsome man" (kkon-minam, 꽃미남) uses cosmetics, plucks his eyebrows, manicures his nails, gels and styles his hair and undergoes cosmetic surgery to achieve the "right look."…”

“…Western hybrid masculinity among affluent UK and US males (Hall, 2015;Luther and Smith, 2014;Paoletti, 2015).…”