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In asking whether genderisms in Japanese TV advertising are systematic, we encounter three key questions:
- how extensive are these depictions?
- what are the genderisms (in terms of category or type)?
- in what way(s) are they manifested specifically?
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| These are the questions, then, that frame and direct the research / analytic process |
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Before working with the data, however, certain understandings about Japan and Japanese advertising can be used to inform our process.
Such information can serve as the basis for formulating working hypotheses which might guide data analysis
Examples of such understandings include: |
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What is known about Feelings in Japan:
- Japanese ads have historically relied of circumspection between humans
- particularly when it comes to women interacting with men
- Although "feeling" is a deep seated cultural value, it has generally been presented in subtle gestures or unobtrusive acts
- This has often been done furtively: in guarded, symbolic, covert, even metaphoric ways
- often through symbol gestures such as gift-giving
- therefore, feeling is related to issues of duty, obligation, and social structure
- such values form a pole (called "giri"), the opposite of which is "ninjo" (kindness, warm heart)
- other theorists (such as Takeo Doi) have related these affective aspects to the famous diachronic "honne" / "tatemae"
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Working Hypotheses: Based on:
- the historical understanding of Japanese emotional orientation and interpersonal behaviors, and
- past research on Japanese TV commercials
The following working hypotheses were formulated:
- Feeling will be expressed to a great extent in tactile ways
- Directionality will be found to have shifted
- such that women will most often be the aggressors;
- men more often the recipients of female sexual aggressiveness
- When men express feelings, it will likely be indirectly, via gesture or deed rather than word
- Women will express feelings verbally more than men
- Women will be found to be less guarded about expressing inner feelings
- Men will seldom have physcial contact with other men
- Women will engage in physical contact with other women
- and certainly more than their male counterparts will with fellow men
- Men will almost never express affection for other men verbally
- Men will rarely express affection for women
- though certainly more than they do for other men
- When men express feelings for women, it will more likely be via surrogate or substitute means
- Women will be far more inclined than men to express their feelings (whatever sort of feelings those might be)
- There will be a greater equality of both emotional and sexual displays as between Japanese and foreigners, unlike years past
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An Analytic Strategy:
To verify (or disconfirm) these working hypotheses, the analysis will focus on categories of intimacy and gender-based representation that may or may not appear in TV ads today
These include:
- non-verbal expression. Including:
- self-disclosure
- expression about feelings for others
- non-sexual tactile contact
- sexual contact
The research will also make efforts to consider the type of expression and contact. For instance:
- non-verbal gestures
- mere words
- emphasis / enhancement through mechanical or production means
- such as camera work, sound effects or music
- touching with the fingers and hands
- contact between other body parts
- embraces, kisses or other sexual contact
Attention, thoughout, will be accorded to:
- the degree that such physical action is coupled with the audible or visual expression of emotions
- whether such expression is given:
- in the presence of, and/or
- directed toward
- people of:
- the same or different gender groups
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