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Anti-aging Discourses Targeted at Women in Their 20s -Young Fashion Magazine 『Céci』-

20대 여성 대상 안티에이징 담론 분석 -영패션잡지 『쎄씨(Céci)』를 중심으로-

  • Shin, Hyeyoung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Ahn, Jinhyun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Ha, Jisoo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2017.01.20
  • Accepted : 2017.06.15
  • Published : 2017.08.31

Abstract

With the increasing media representation of aging as negative and abnormal, anti-aging products and discourses are spreading to younger generations. This paper analyzes the anti-aging discourse in a fashion magazine targeted towards women in their 20s. It quantitatively analyzes the historical development of the antiaging industry and discourses from 1994 to 2014 in the magazine "$C{\acute{e}}ci$". It also analyzes the patterns of signification associated with aging in the magazine through the use of critical discourse analysis. This paper identifies five major discourses -"segmentation of the definitions of youthful appearance", "scientific and medical discourse", "self-care discourse", "prevention of aging", and "social values of youthful appearances". The paper finds that the construction of anti-aging discourses towards women in their 20s is heavily influenced by the close link between the anti-aging industry and the fashion media. It also confirms the ideology of self-development though a rigorous appearance-management that is strongly imposed on Korean women and subsequently reproduced in an anti-aging discourse towards women in their 20s.

Acknowledgement

Supported by : 서울대학교

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