Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore
The branding of Singapore International Airlines with the image of a beautiful, petite, and servile “Oriental” woman dressed in figure-hugging sarong-kebaya is one of the world’s longest running and most successful advertising campaigns. But this image does not simply advertise a service; it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist, and bearing little relation to modern Singapore where women have good access to education and increased life choices resulting from engagement in the wage economy.
The failure of these campaigns and rethinking of the Singapore Girl highlight a key premise of this book: there are limits to the power of discursive constructions of gender in the national interest.
RM85.00
Out of stock
Description
The branding of Singapore International Airlines with the image of a beautiful, petite, and servile “Oriental” woman dressed in figure-hugging sarong-kebaya is one of the world’s longest running and most successful advertising campaigns. But this image does not simply advertise a service; it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist, and bearing little relation to modern Singapore where women have good access to education and increased life choices resulting from engagement in the wage economy.
The failure of these campaigns and rethinking of the Singapore Girl highlight a key premise of this book: there are limits to the power of discursive constructions of gender in the national interest.
Publisher: NIAS Press
Paperback
2013
ISBN: 9788776941253
Related products
-
In Defense Of History: Marxism And The Postmodern Agenda
What is postmodernism What are the reasons for its attractiveness In Defense of History is a compelling challenge to postmodern fashion, written by...RM56.00 -
Careers Unplugged: Essential Choices For A Great Career
Essential choices for a great career Careers Unplugged differs in it's approach from previous writing on careers Careers Unplugged frames careers as...RM25.00 -
Smart Moves: Rewiring 24 Critical Management Challenges
Smart Moves takes a distinctive look at essential issues faced by today's business managers Avoiding jargon and mystique, it provides...RM28.00 -
Derailed! – What Smart Executives Do To Stay On Track
Derailed ! At the heart of many a successful career there often lurks the spectre of failure Derailed ! uncovers the hidden dangers, pinpoints the...RM28.00