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http://dx.doi.org/10.5850/JKSCT.2017.41.4.599

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

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)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.41, no.4, 2017 , pp. 599-614 More about this Journal
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.
Keywords
Anti-aging discourse; Aging of body; Medicalization of aging; Women in their 20s; Self-development;
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