- Tripolarization in Definition of Labor drawn from Women's Magazines
From the 1950s to the 1980s, only a few articles about married women’s paid work were featured in Japanese women’s magazines. After the 1990s, however, these articles began appearing these magazines as a major topic. This study analyzed the tripolarization in definition of labor drawn from women’s magazines at the end of the 1990s. The first type of magazines targeted married women whose household incomes were low, and thus, looking for part-time jobs to improve their household economic situation. The second type of magazines targeted full-time housewives, whose household incomes were high and who drew their success as instructors of their specialized hobbies. The third type of magazines targeted career women engaged in full-time jobs earning high incomes. It is difficult to obtain full-time job for married women having small children, but part-time jobs are frequently bored and lowly paid. Women’s magazines published during this period focused on various role models that women were able to aspire to and model themselves after.
人間文化創成科学論叢 13 339-347, 2011-03