The Power of Cute: Redefining Kawaii Culture as a Feminist Movement
Name:
Mary Christopherson
Major: Japanese/Graphic Design
Hometown: Waupun
Faculty Sponsor:
Yan Wang
Other Sponsors:
Type of research: Senior thesis
Abstract
“Kawaii” is a term that has taken on a life of its own within its country of origin,
Japan. So much so, that although it is commonly translated to “cute,” the meaning of
the word has no precise English translation. Kawaii has become more than “cute;”
rather, it expanded into such a social phenomenon among Japanese youth that it even
evolved into its own culture. This culture or “counterculture” acts as an opposition to
modern standards for how people should behave in society. At the forefront of this
movement are young women. Because of this, the kawaii phenomenon arguably
underscores a third-wave feminist movement which women can utilize to uplift
themselves on an individual and social scale. This claim will be reiterated through two
main points: that kawaii challenges pre-established social and gender norms that
oppress women, and that kawaii empowers women through a celebration of femininity.
These claims will be discussed through historical context of the usage and evolution of
kawaii, and then argued through in-depth social analyses using real-life examples of
popular media in modern-day Japan.
Poster file
