(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
The evaluations to various originating published fashion magazines
Local readers give various responses to different originating published fashion
magazines including the models introduced in magazines, and the quality of
representation. Most of them consider models in Western fashion magazines appears
their nature appearance without too much makeup. They think models Taiwanese and
Japanese models emphasis their face-embellishing too much to cover up their original
facial features.
They (Western models) have unique appearance to dress any kind of clothes. We
Orientals cannot to wear the same clothes with the same visual effects as them. (L,
29)
On the whole, reading Western fashion magazines can be high-evaluated than reading
other ones. As respondent E’s opinion, there is a rank of these fashion magazines.
Western ones are first, Japanese ones are second, and local ones are the latest. Many
people have the same idea with her.
Those who read Western fashion magazines are considered high-end readers, and
those who read local fashion magazines are considered low-end on the contrary. (A,
24)
I will evaluate a woman through which fashion magazine she read. If she read
‘COCO’ and ‘Sugar’, I will think she is out of fashion. If she read a Japanese
fashion magazine, I will consider she is a normal person. But if she read Western
fashion magazines I will think she really wants to know more about fashion. (D, 25)
According to those different evaluations from respondents, it is very obvious there is a
relative position between various originating published fashion magazines. Western
ones get the highest appraisal, and Taiwanese ones get the lowest appreciation. That
might be another kind of ‘cultural aromatic’. And that also reveals that the
globalization environment doesn’t create an equality result in the diversity conditions.
Most readers identify that beauty should own white skin, long and brown hair, long
legs and big eyes, but they do not doubt the congruence of ethnic. Those features of a
beauty they recognized, is the image of Caucasian. That is they have a predisposition
that Caucasian is the most beautiful people. Not only readers but also media industries
have such ideas that many local and Japanese fashion magazines adopt mixed blood
women to be their models.
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