Stereotypes in Japanese Media Analytical Essay by Nicky

Stereotypes in Japanese Media
This paper looks at the main stereotypes in the Japanese media.
# 146833 | 1,103 words | 2 sources | APA | 2011 | US

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In this article, the writer discusses that the Japanese media's major stereotypical images come from tradition-inspired gender roles where women are presented in a far different light than men. The writer maintains that women are shown as being more beauty-conscious than men, they are assigned certain specific traits like calmness and elegance and they are also shown as delicate objects of desire instead of women with a mind of their own. The writer discusses that these findings have been confirmed by two major studies. A study by Sakamoto et al. (1999) studies Japanese commercials and highlights the stereotypes and the second study was conducted by Ford et al. (1998) on the gender stereotypes in Japanese magazines. The writer notes that the two studies offer a close look at how Japanese media portrays women and what stereotypes can be commonly found in commercials and magazines.

From the Paper:

"Japan has been a traditional society for ages and even though there has been some dramatic social changes in the past few decades, traditional roles still dominate society's thinking. This is reflected clearly in Japanese media, especially its commercials and magazines which always portray women in a certain stereotypical manner despite the major changes in recent years. Though literature on stereotypical images in Japanese media is limited, it still offers valuable insight into the issue and confirms international findings."

Sample of Sources Used:

  • Ford, J.B., Voli, P.K., Honeycutt, E.D., Casey, S.L. (1998), "Gender role portrayals in Japanese advertising: a magazine content analysis", Journal of Advertising, Vol. 27 No.1, pp.113-25.
  • Sakamoto, A., Kitou, M., Takahira, M., & Adachi, N. 1999. Gender stereotyping in Japanese television: A content analysis of commercials from 1961-1993. In T. Sugiman, M. Karasawa, J. Liu, & C. Ward (Eds.), Progress in Asian social psychology (Vol. 2, pp. 201-212). Seoul: Kyoyook-Kwahak-SA.

Cite this Analytical Essay:

APA Format

Stereotypes in Japanese Media (2011, January 18) Retrieved November 28, 2023, from

MLA Format

"Stereotypes in Japanese Media" 18 January 2011. Web. 28 November. 2023. <>