Abstract
Images of femininity in Taiwan have traditionally been limited to domestic settings that revolve around the roles of wives and homemakers. The social space for women to display their capacities or move freely was highly restricted. In a critical sense, space functions as a social construct by naturalizing the given, gendered power relations, which further means the exclusion of women from the public sphere. However, with the enhancement of female status that goes in line with economic development, Taiwanese women today seem to have gained greater mobility. Apparently, they have not only more space to travel in but also the ability to drive motor-powered vehicles. These changes have resulted in female liberation from restricted private domains and some degree of freedom to control their lives, as women can work outside, accumulate capital and become a growing force in socio-economic terms.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bauman, Z. (2001) The Individualized Society, Cambridge: Polity.
Beck, U. (1992) Risk Society: Towards a New Modernity, London: Sage.
Beck, U. and Beck-Gernsheim, E. (2002) Individualization, London: Sage.
Blackman, L. and Walkerdine, V. (1996) Mass Hysteria: Critical Psychology and Media Studies, London: Palgrave.
Chen, C. and Shaw, P. (2008) ‘Happy Family Car: Ideal Family Represented in Car Advertisements’, Mass Communication Research, 96: 45–86 (in Chinese).
Cheng, B. (1999) ‘Cointergration and Causality between Fertility and Female Labor Participation in Taiwan: A Multivariate Approach’, Atlantic Economic Journal, 27(4): 422–434.
Gao, S. (1 June 2008) ‘Investigation: Consumption Power of Taiwanese Young Females Cannot Be Ignored’, The Central News Agency (in Chinese).
Giddens, A. (1991) Modernity and Self-identity: Self and Society in the Late Modern Age, Cambridge: Polity.
Hall, S. (2003) ‘The Spectacle of the Other’, in S. Hall (ed.), Representation: Cultural Representations and Signifying Practices, London: Sage.
Hark, I. (1997) ‘Fear of Flying’, in S. Cohan and I. Hark (eds), The Road Movie Book, London: Routledge.
Kellner, D. (1995) ‘Advertising and Consumer Culture’, in J. Downing, A. Mohammadi and A. Serberny-Mohammadi (eds), Questioning the Media, Thousand Oaks: Sage.
Kim, Y. (2010) ‘Female Individualization?: Transnational Mobility and Media Consumption of Asian Women’, Media, Culture & Society, 32(1): 25–43.
Lang, P. (2010) ‘Don’t Have Kids. Don’t Get Married. So What?’, CommonWealth, 440: 112–114 (in Chinese).
Leiss, W., Kline, S. and Jhally, S. (1990) Social Communication in Advertising: Persons, Products and Images of Well-being (2nd ed.), Ontario: Nelson Canada.
Lin, C. (2004) ‘Secret to the Power of Technology’, in C. Wu, D. Fu and S. Lei (eds), Taiwan STS Reader, Taipei: Chung-Shuei Publishing (in Chinese).
Lipsitz, G. (1986) ‘The Meaning of Memory: Family, Class, and Ethnicity in Early Network Television Programs’, Cultural Anthropology, 1(4): 355–387.
Louie, K. (2002) ‘Wen-wu Reconstructed: Chinese Masculinity Hybridized and Globalized’, in K. Louie (ed.), Theorising Chinese Masculinity: Society and Gender in China (pp. 160–166), Cambridge: Cambridge University Press.
Modleski, T. (1982) Loving with a Vengeance: Mass Produced Fantasies from Women, New York: Routledge.
O’Barr, W. (1994) Culture and the Ad: Exploring Otherness in the World of Ad, Boulder: Westview Press.
Taiwan Council of Labour Affairs (2010) Taiwan Female Labour Participation Survey (in Chinese).
Wajcman, J. (1996) Feminism Confronts Technology, Philadelphia: Pennsylvania State University Press.
Walkerdine, V. (1997) Daddy’s Girl: Young Girls and Popular Culture, London: Macmillan.
Wang, H. (2005) ‘Happy to Be DINKs or Single?’, The Money Magazine, 221: 112–125 (in Chinese).
<!-- Wang, L. (1993) Sex Role Portrayals in Advertising: A Comparison of Television Advertisements in Taiwan and the United States, Master’s thesis, National Chiao Tung University, Taiwan, retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb. cgi/ccd=ndr7nX/record?r1=1&h1=1 (in Chinese). -->
Wernick, A. (1991) Promotional Culture: Advertising, Ideology and Symbolic Expression, London: Sage.
Yang, F. (2004) ‘Beautiful and BadWoman: Media Feminism and the Politics of Its Construction’, in W. Hsie (ed.), The Dialectics of Gender and Power in Knowledge Formation (pp. 455–486), Taipei: Tang-Shang Publishing (in Chinese).
ZenithOptimedia (2008, December) Female Power Rules – A Female Consuming Force That Can’t Be Ignored, retrieved on 6 May 2011 from: http://www.zed. com.tw/mediabulletin/20081201/moreinfo/female%20power.pdf (in Chinese).
Editor information
Editors and Affiliations
Copyright information
© 2012 Ping Shaw and Chin-yi Lin
About this chapter
Cite this chapter
Lin, P.S.Cy. (2012). Move Freely: Single Women and Mobility in Taiwanese TV Advertising. In: Kim, Y. (eds) Women and the Media in Asia. Palgrave Macmillan, London. https://doi.org/10.1057/9781137024626_7
Download citation
DOI: https://doi.org/10.1057/9781137024626_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-33246-5
Online ISBN: 978-1-137-02462-6
eBook Packages: Palgrave Media & Culture CollectionLiterature, Cultural and Media Studies (R0)