(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
their all-out effort. But these women respondents assume men have different opinions
from them and prefer those sexy, naïve, no threat women. They think a full bust and
slender legs are the most important features to appeal men.
From the above, there are some useful summaries to be the basic prior knowledge to
this paper: 1. International fashion magazines bring a huge cultural impact to local
fashion magazines in the era of globalization, and women’s image has changed from a
purely housewife to a career woman. Women’s modern image must be connect with
not only traditional but also productive and consumerism role. 2. Western fashion
magazines use plenty written words to claim its opinion, but Japanese and Taiwanese
fashion magazines usually use more fragmented pictures to present. 3. Readers (broad
audience) will not receipt those media content by unidirectional way, they will
integrate their daily life to interpret what they read. 4. Readers may discriminate
themselves and others to shape their own beauty identity, especially from men.
Methods
In order to deeply explore women’s opinion to fashion magazines, this paper uses
depth interview to be the research method. Through depth interview, respondents can
state their comments in their personal experience. Instead of being limited in a
structured question set design, they are asked some general questions and be
encouraged to share with their own experience as semi-structured interview.
There are 12 respondents who are the main targets of fashion magazines, age 22 to 33,
female, and live distribute whole areas of Taiwan, to be the respondents in this study .
During the interviewing, they take their favorite magazines to assisted clarify their
ideas. It’s helpful to reduce the gap of the imagination from researcher and
respondents.
Table 1 Profile of informants
Pseudonym Age Occupation Reading preference Income(NTD/month)
A 24 Master student TW/ WT N/A
B 22 Unemployed JP/ WT N/A
C 25 Master student TW/ JP/ WT N/A
D 25 Planner JP/ WT 33,000
E 24 Sales assistant TW/ JP 25,000
F 29 Bio-tech researcher TW/ JP/ WT 50,000
G 31 Sales TW/ JP/ WT 50,000
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