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About the Research:
- Working inductively with a sample of Japanese ads, however, suggests that feeling no longer operates like this
- though it did as little as a decade ago
- Emotions have suddenly exploded to the fore
- Often expressed in physical form
- That physical embodiment most often is channeled into sexual expression
- As opposed to violence or mere happiness or frustation, etc.
- Aside from the great "tactile revolution", there has been a marked patterning in the messages of "intitiators" as well as "directionality" of acts of emotional expression
- Women are frequently the aggressors
- Men are more often the passive, if not reluctant, recipients
- If men do express their feelings, it is often indirectly, via gesture or deed rather than word
- Women, by contrast, express feelings verbally, if not through direct physical action
- As compared to men, women are less guarded about expressing inner feelings
The results are both clear and revealing about the current state of Japanese social organization and culture -- at least with regard to:
- gender,
- as mediated through television advertising
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