SHS Web Conf.
Volume 148, 2022The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|Number of page(s)
|Public Relations and Gender Equality Analysis
|31 October 2022
The Conformity and Subversion of Lolita Fashion to Male Chauvinism from the Perspective of Gramsci’s “Hegemony” Theory
College of Arts, University of Jinan, Jinan, Shandong, 250024, China
* Corresponding author’s e-mail: email@example.com
This work illustrates the gender discourse in Lolita fashion. Lolita clothing is a kind of clothing in ancient European style which is adapted by Japanese designers, and Lolita subculture is cultivated by mass as a result of its popularity. Most of its enthusiasts are female, thus it will be beneficial to the development of female subculture if the gender discourse signified by Lolita fashion is analyzed thoroughly. Based on Gramsci’s “hegemony” theory, this paper analyzes the male hegemony, female resistance and their “negotiation” in texts about Lolita fashion. They are divided into two categories, one is ideological and related to man’s gaze, another is economic and related to division of labor between sexes. It is concluded that Lolita fashion or subculture is a field of “negotiation” between male chauvinism and female resistance. These two discourses tend to compromise with each other, while it is still difficult to tell which one is dominant at present.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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