지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.12
- 수록면
- 83 - 115 (33page)
- DOI
- 10.14431/aw.2012.12.28.4.83
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초록· 키워드
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This essay examines the images of the bride constructed by China’s burgeoning bridal media that sell lavish wedding products and services. Through the lens of semiotics, the author focuses on analyzing bridal magazines widely circulated in China’s consumer culture. The analysis shows that China’s evolving wedding industry adapts the trite, oppressive trope of “romantic” Western wedding rituals into a bricolage of global fashions, lifestyles, beauty regimens, and marriage tips for the Chinese bride. Conveniently tapping into the rhetoric of neoliberal consumerist agency and postfeminism, the wedding industry repackages patriarchal domination over the bride-to-be in the process of generating profits and disseminating the ideal of consumer one-upmanship. The author further argues that the modern Chinese bride, seemingly empowered within the opulent consumption at her wedding, neither escapes from the gender scripts of Chinese society nor celebrates a significant enhancement of her status in her marital relationship. In this regard, the bridal industry normalizes heterosexual matrimony and reinscribes women’s subordinate position in marriage and love.
목차
Abstract
Introduction
Consumerist Agency, Postfeminist Mentality, and the Rise of Wedding Industry
Through the Lens of Semiotics
The Bridal Magazines: Constructing the Modern Chinese Bride
Concluding Remarks
References
Appendix
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UCI(KEPA) : I410-ECN-0101-2014-337-000509938