Series Vol. 1 , 21 December 2021
* Author to whom correspondence should be addressed.
The media has, for decades, been a tool through which the objectification and sexualization of women have been perpetuated. The research question pertains to whether East Asian magazines also encourage the perception of women as sexual objects. This research investigated four East Asian magazines, namely, VIVI, Korean Allure, Chinese Beauty, and Chinese ELLE, using the semiotic analysis to determine the extent to which the cover models’ clothing style and make-ups were used to sexualize and objectify East Asian women. Although some countries like Korea have tried to eliminate women's fetishization, others still insist on promoting sexualized images of women to protect their magazine sales and because of the power of the male gaze. The author argued that fashion magazine should be used more efficiently as a platform where women are empowered to express themselves outside the stereotypical sexualization and objectification of women perpetrated by the male gaze.
semiotics, sexualization, male gaze, fashion magazine, objectification
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.