期刊名称：Athens Journal of Mass Media and Communications
电子版ISSN：2407-9499
出版年度：2020
卷号：6
期号：3
页码：161-176
DOI：10.30958/ajmmc.6-3-2
语种：English
出版社：Athens Institute for Education and Research
摘要：A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.
