SHE LOOKS LIKE US: REPRESENTATION OF IDEALIZED ETHNIC BEAUTY IN MAGAZINE’S IMAGES, LOCAL ADVERTISEMENT FOR MIGRANTS

Abstract

This study aims to examine representation of idealized beauty and self-image of Brazilian migrants (descendant of Japanese migrants to Brazil, i.e. ethnic Japanese) in Hamamatsu, Japan. Hamamatsu city has the biggest population of Brazilian migrants community in Japan, thus there's demand for ethnic goods, which are widely available at about 80 ethnic shops in city. Teen magazine is good orientation of appearance and behavior for such migrant-rooted girls, which provides concepts of "ideal beauty" and "ideal looking of self". In this study, we focus on how concept of idealized beauty appears in Brazilian teen magazines which are imported to Japan for migrants and compare with local ads, free paper, magazines, and news paper to analysis the difference between them. Previous studies show Japanese Brazilian migrants have strong identity as a descendant of Japanese migrants because of their oriental appearance and cultural roots, although their preference changes gradually toward more "Brazilian" by being rejected their Japanese identity in Japanese society. It shows also those segregated immigrants tend to over-build their cultural and ethnic identity, which appears often as more "Brazilian-like" appearance (e.g. fashion, hair style). However, our analysis indicates that their appearance and behavior become not significant culture-of-origin-oriented, even their culture of origin-oriented appearance is also strongly influenced by host country's culture. While Brazilian magazine indicates us concept of ideal Brazilian beauty in Brazil, local advertisement for Brazilian migrants in Hamamatsu city shows us the real representation of these migrants in Japan. From this perspective, the image in local ads etc. may reflects new culture which is mixed both Japanese and Brazilian one.

Keywords

• Image, Beauty, Representation, Migration, Identity

Kaynakça

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