Gender Roles of Women in Japanese TV Advertising in 2001-2019: Critical Discourse Analysis

Main Article Content

จิรวัสน์ จันทร์นวล
Tewich Sawetaiyaram

Abstract

The article examines the gender roles of women constructed through both verbal and visual text in the Japanese television advertising before and after Shinzo Abe’s Administration. It also examines whether the advertising represented the gender roles of women in the same direction as “Womenomics”, the government policy on the roles of the Japanese women in the present day, or not. It was found that before Abe Administration the text consists of 1) the discourse about working husbands and housewives, 2) the discourse about relationships between women and people around her, and 3) the discourse about that women are in the bottom of working society. After Abe Administration took the office, the discourses were found as follow: 1) men are professional but women are amateur in the working society, 2) women see her values through men’s eyes, 3) women’s job is child rearing, and 4) Confucius’s influence on the roles of man. These findings support Fairclough’s concept that discourse was hidden secretly in the text and need to be examined systematically. Moreover, the findings reflect that the media presents women’s experience in working society superficially.  On the other hand, the media in Japan reproduces traditional gender role of men and women intensively even in the present that Japanese Government try to enforce women’s workforce participation.

Downloads

Download data is not yet available.

Article Details

How to Cite
จันทร์นวลจ., & Sawetaiyaram, T. (2020). Gender Roles of Women in Japanese TV Advertising in 2001-2019: Critical Discourse Analysis. Journal of Human Sciences, 21(2), 64-83. Retrieved from https://so03.tci-thaijo.org/index.php/JHUMANS/article/view/242322
Section
Research Articles

References

Abe, S. (2013a). Address by Prime Minister Shinzo Abe, at The Sixty-Eighth Session of The General Assembly of The United Nations. Retrieved from
http://japan.kantei.go.jp/96_abe/statement/201309/26generaldebate _e.html.
Abe, S. (2013b). Shinzo Abe: Unleashing the Power of ‘Womenomics.’ The Wall Street Journal, 1–2. Retrieved from http://www.wsj.com/articles/SB10001424052702303759604579091680931293404
Ajinomoto 味の素. (2003). rưdu baimai ruang supmiso khong mæ [秋・母のみそ汁].
Retrieved from https://www.youtube.com/watch?v=6zelJx_pWOk
Ajinomoto 味の素. (2003). rưdu nao cha tængngan kha [冬・結婚します]. Retrieved from https://www.youtube.com/watch?v=9XbYABBmS6U
Alpine Company アルファイン. (2008). samphat ngan [面接]. Retrieved from https://www.youtube.com/watch?v=WgBGJ5CRtlA
Aroonmanakun, W. (2015). thritsadi phasasat [Linguistics Theory]. Bangkok: Chulalongkorn University.
Cannon Marketing Japan キャノンマーケティングジャパン. (2016). di na thi mi rup [写真っていいね]. Retrieved from https://www.youtube.com/watch?v=lcJxcfi2JlM
Carter, C., & Steiner, L. (2004). Critical Readings: Media and Gender. Berkshire: Open University Press.
Dentsu Advertising Awards Screening Committee 広告電通賞審議会. (2018). What is the Dentsu Advertising Award [広告電通賞とは」電通賞ホームページ]. Retrieved from https://adawards.dentsu.jp/about/
Ezaki Glico Company 江崎グリコ. (2008). phop kan ik khrang [再会]. Retrieved from https://www.youtube.com/watch?v=8Kl1y-B5qsQ
Fairclough, N. (1989). Language and power. London: Longman.
Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. London: Routledge.
Fujita, Y. 藤田由美子. (1996). Analysis of female and male images appearing on TV and anime programs [テレビ・アニメ番組にあらわれた女性像・男性像の分析]. Journal of Child study, 2(6). 33-46.
Fujita, Y. 藤田由美子. (2003). Gender in Mass Media for Children: An Analysis of Television and Books [子供向けマス・メディアに描かれたジェンダーーテレビと絵本の分析ー]. Department of social welfare planning, 4. 259–268.
Furnham, A., & Imadzu, E. (2002). Gender portrayal in British and Japanese TV advertisements. Communications, 27(3). 319-348.
Gender Equality Bureau Cabinet Office 内閣府男女共同参画局. (2011). Gender equality awareness and efforts [メディアにおける女性の参画に関する調査]. n.d.
Halliday, M. A. . (2014). Halliday’s Introduction to Functional Grammar (4th ed.). London: Taylor & Francis Group.
Japan Medical Association 社団法人日本医師会. (2008). phæt wen [勤務医・男性医師]. Retrieved from https://www.nicovideo.jp/watch/sm12140541
Koyama, S 小山静子. (1991). The Norm of Good Wife Kenmo (Japanese) [良妻賢母という規範』勁草書房. n.d.
Levonian, M. (2013). Contemporary Women’s Employment in Japan: The Effe cts of State-Mandated Gender Roles, Wars, and Japan, Inc. Retrieved from http://scholarship.claremont.edu/cmc_the%0Ases/618
Lui, Y. 劉艶. (2009). The communication Function of Vocative Terms in Virtual Communication: from the Viewpoint of Politeness Theory [バーチャル世界における呼びかけ語のコミュニケーション機能 ーポライトネス理論の観点からの考察ー]. Bulletin of Hokuriku University, 33. 173–186.
Nippon Life Insurance 日本生命保険. (2005). fon yam yen [夕立]. Retrieved from https://www.youtube.com/watch?v=TdWqQBEfYS8
Nisshin Foods Holdings 日清食品ホールディングス. (2013). yuk namkhæng hæng kan hangan [就職氷河期]. Retrieved from https://www.youtube.com/watch?v=E0DhbyXs_FE
Nobushima, A. 延島明恵. (1999). Study on Gender Description and Communication Effect in TV Advertising [テレビ広告における ジェンダー描写とコミュニケーション効果に関する研究]. Studies in sociology, psychology and education, 50. 42–46.
NTT Docomo ドコモ. (2016). dTV chưam yong rưangrao khong song rao [dTVふたりをつなぐ物語]. Retrieved from https://www.youtube.com/watch?v=IYX68Br1d2w
NTT Docomo ドコモ. (2017). rưdu ron yisipha pi hailang [25年後の夏]. Retrieved from https://adawards.dentsu.jp/prize/detail/7812
Oka, Y 岡ヤス子. (1980). An Inquiry into the Women’s Education (7th report): The Women’s Education in Edo Era. Bulletin of Hiroshima Bunka Women's Junior College, 13. 37–50.
Panasonic Corporationパナソニック株式会社. (2018). ran khrưang chai faifa nai mưang cha hai borikan to pai [街のでんきやさんはつづく]. Retrieved from https://ps-hp.jpn.panasonic.com/ps/other/advertisement/
Pilot Corporation パイロットコーポレーション. (2012). chak khro̜pkhrua pai tham ngan [書く、を支える。「単身赴任」」]. Retrieved from https://www.youtube.com/watch?v=hnc7-IGEJuI
Pola ポーラ. (2014). Call Her Name. Retrieved from https://www.youtube.com/watch?v=1ibP-IaX0l4
Pongsapitaksanti, P. ポンサピタックサンティ・ピヤ. (2008). Gender and Labor Role in TV Advertising From a Comparison between Japan and Thailand [テレビ広告におけるジェンダーと労働役割 ー日本とタイの比較からー]. Sociology Study Group, 11. 15-27.
Recruit Sumai Company リクルート住まいカンパニー. (2015a). phap chai sutthai (naksưksa khru) [最後の上映 (先生)]. Retrieved from https://www.youtube.com/watch?v=245YbM8A42k
Recruit Sumai Company リクルート住まいカンパニー. (2015b). phap chai sutthai [最後の上映 (看護婦)]. Retrieved from https://www.youtube.com/watch?v=N_OK2k1-dHQ
Saito, Y. (2014). Gender Equality in Education in Japan. Retrieved from http://www.nier.go.jp/English/educationjapan/pdf/201403GEE.pdf
Sakamoto, A., Kitou, M., Takahira, M., & Adachi, N 坂元章、鬼頭真澄、高比良美詠子、足立にれか. (2003). A Content Analysis of Gender Stereotyped Portrayals in Television Commercials: How Have They Changed over the Thirty-Three Years? [テレビ・コマーシャルにおける性ステレオタイプ的描写の内容分析研究ー33年でどれだけ変化したかー]. Journal of gender studies, 6. 47–57.
Shelton, J. A. (2006). Female Labor in The Postwar Japnese Economy: A Geographic Perspective. (Doctoral dissertation, The Ohio State University).
Suntory Holdings サントリーホールディングス. (2006). pho ma tokiao [父の上京]. Retrieved from https://www.youtube.com/watch?v=36tYjus4n8U
Suntory Holdings サントリーホールディングス. (2007). wan kœt khong pho [父の誕生日]. Retrieved from https://www.youtube.com/watch?v=G5GOL4Tn_mQ
Suntory Holdings サントリーホールディングス. (2008). khon rak khong luk sao [娘の相手]. Retrieved from https://www.youtube.com/watch?v=qt0pBtjxz98
Tatsuki, M. 龍城正明. (2008). A system network of Japanese process types: a semanticization of Japanese verbs and adjectives through the Kyoto grammar approach [日英語の過程型に関する考察 ーThe Kyoto Grammar による日本語過程型分析ー]. Doshisha University English Literature Studies, 38. 69–98.
Thermos サーモス. (2016). Thermos Brand Movie [サーモスブランドムービー]. Retrieved from https://adawards.dentsu.jp/prize/detail/6527
Tokyo Gas 東京ガス. (2009). saisamphan khro̜pkhrua khaophat fimư pho [家族の絆・お父さんのチャーハン]. Retrieved from https://www.youtube.com/watch?v=UiKSFqnZYVc
Tokyo Gas 東京ガス. (2010). saisamphan khro̜pkhrua chotmai nai khao klong [家族の絆・お弁当メール]. Retrieved from https://www.youtube.com/watch?v=Xgp3aPR-llM
Tokyo Gas 東京ガス. (2014). sing mi chiwit thi riak wa mæ [母とは]. Retrieved from https://www.youtube.com/watch?v=pnZr3tQTjWg
TOTO トートー. (2014). bækthiria pho luk [菌の親子]. Retrieved from https://www.youtube.com/watch?v=eiZGu15YG78
World Economic Forum (2020). Global Gender Gap Report 2020. Retrieved from http://www3.weforum.org/docs/WEF_GGGR_2020.pdf

DB Error: Unknown column 'Array' in 'on clause'