Korean fashion media, beauty ideals, and colorism: Examining the prominence of whiteness between 2013 and 2017 in Cà ©ci magazine

Date
2018-01-01
Authors
Choi, Eunji
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Abstract

The purpose of this research was to critically examine fashion magazines targeting Korean women to examine to what degree White or European beauty ideals permeate Korean cultural outlets. To analyze beauty ideal representations in these fashion magazines, I used the content analysis method and examined issues of Cà ©ci, the most popular and widely circulated fashion magazine published in Korea, from 2013 to 2017. Each individual pictured in the magazine was coded in five categories: race, skin tone, hairstyle, hair color, and facial characteristics. Descriptive statistics, Pearson’s chi-square, and independent samples t-tests were used to analyze the data. Overall, the magazines presented significantly more White or European beauty ideals.

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Keywords
beauty, beauty ideals, fashion, Korean, magazine, race
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