Film and Fashion in Japan, 1923-39: Consuming the 'West'
Lois J. E. Barnett
Published:
2023
Online ISBN:
9781474497725
Print ISBN:
9781474497701
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Film and Fashion in Japan, 1923-39: Consuming the 'West'
Lois J. E. Barnett
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Lois J. E. Barnett
Pages
118–142
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Published:
August 2023
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Barnett, Lois J. E., 'Women and the sporting body', Film and Fashion in Japan, 1923-39: Consuming the 'West' (
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Abstract
This chapter discusses sporting stars and their roles in marketing Japanese-made Western-style sportswear goods and the role of images of these star bodies in stimulating spectators of all genders to purchase these products.The chapter particularly focuses on how these fashion images and their corresponding written copy and use in film scenes encouraged the spectator-as-consumer to compare their own body to that seen onscreen, generating a form of body-image-focused anxiety which provokes the spectator to purchase the product in an effort to “purchase” the desirable body they see in the media they are consuming.This analysis is framed within the context of the impending (and later cancelled) 1940 Olympics, when the sporting physical strength of Japanese bodies was to be exhibited before the world. This chapter applies these concepts specifically to sporting images of female stars and the responses of female-identifying audiences and consumers.
Keywords: Olympics, Body image, Sportswear, Sports fashion, Sports stars, Sports film, Japanese sports, Sports history
Subject
Film
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