บทบาททางเพศของผู้หญิงในภาพยนตร์โฆษณาทางโทรทัศน์ของประเทศญี่ปุ่น ระหว่างปีค.ศ. 2001-2019:วาทกรรมวิเคราะห์เชิงวิพากษ์

Authors

ผศ.ดร.เตวิช เสวตไอยาราม, น.ส.จิรวัสน์ จันทร์นวล

Published

มนุษยศาสตร์สาร

Abstract

The study examines gender roles of women constructed through text, both verbal and visual text, in Japanese television advertising before and after Shinzo Abe’s Administration and also examines how the advertising represented gender roles of women while the administration was executing the measure “Womenomics” which reflects its expectation on Japanese women in the present.It was found that before Abe’s Administration the text consists of (1) Working husbands and housewives (2) Women are caretaker (3) Women are stucking in the relationships between her and surrouding people (4) Women are in the bottom of working society. After Abe Administration took the office, I found (1) Men are professional but women are armature in the working society (2) Women are generous but lack of social skill (2) Women see her value through men’s eye (3) Women’s job is child rearing and the roles of man in Confucius’s way . These findings ensure Fairclough’s concept that discourse was hidden secretly in the text and need to be examined systematically. Moreover, the findings reflect that media presents women’s experience in working society superficially. On the other hand, media reproduces traditional gender role of men and women intensively even in the present that Japanese Government try to enforce women’s workforce participation.

(2563). บทบาททางเพศของผู้หญิงในภาพยนตร์โฆษณาทางโทรทัศน์ของประเทศญี่ปุ่น ระหว่างปีค.ศ. 2001-2019:วาทกรรมวิเคราะห์เชิงวิพากษ์. มนุษยศาสตร์สาร, 21(2), 64-83.