(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Fashion magazines and real life
Most respondents usually not only read fashion magazines but also dabble at fashion
TV programs and related websites. Various media content may create an intertexture .
Readers shape their beauty identification through those contents. And many
respondents consider that reading fashion magazines will stimulate the consumption
desire.
Fashion magazines help me understand how to make myself more beautiful,
well….It may make me spent unexpected money, but I think it is worthy. And it
(fashion magazine) teaches me what is ‘fashion’ to avoid buy the wrong stuff which
is old-fashion. (F, 29)
To be a beauty is the goal of all respondents. They believe ‘beauty’ could get more
benefits in the real life. For this reason, they are willing to spent more money and time
to make themselves pleasing to the eyes. Some of them think beauty can much easily
to get others favorable impressions and happy.
I think all people no matter male or female will like beauty more than ugly people.
The first impression is very important. It is much obviously to women than men. To
men, his career success is much significant than his appearance, but it is opposite
to women. (E, 24)
Some respondents acknowledge Western fashion magazines influence their attitude in
the real life. They try to make themselves look like modern women and act
independently. Enjoy their sex and make their life fit in some kind of lifestyles.
Imagination is helpful to shorten the distance of readers and those beauty images in
the magazines.
Conclusion
Various fashion magazines create a multicultural media content. Local readers
develop their distinct interpretation to those different fashion magazines. ‘Western’
seems a noble symbol whatever in media content produces or in beauty image creates.
Although there are local, Japanese and Western fashion magazines in the market, it
should be present multiple perspectives to the images of women, in fact, there is
single standard to the image of beauty.
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