Visual Narratives of Women: The Interplay of Male and SelfGaze in Republican-Era Cosmetic Packaging
发表刊物：AUSTRALIAN FEMINIST STUDIES
关键字：Republican China; material culture; gendered gaze; cosmetic packaging in tinplate cans; visual representation; female subjectivity
摘要：The Republican era in China (1912-1949) marked a transformativeperiod characterised by modernisation and evolving culturanorms. Graphic design,particularly in cosmetic packaginginfuenced societal perceptions of femininity and consumerculture. This study aims to analyze the representation of femaleimagery on cosmetic packaging in tinplate cans and its impact onwomen's identity recognition. lt employs a dual approachutilising visual element analysis and quantitative methods toexamine key visual features. An integrated theoretical frameworkcombining feminist advertising criticism, material culture studiesand Chinese gender discourse analysis serves as the analyticaframework. Findings show male gaze appeared 72 times, selfgaze 70 times, and female gaze 15 times. The strong presence ofself-gaze alongside the dominant male gaze reveals a complexnegotiation of female agency and subjectivity during this era. Thenuanced interplay highlights women navigated the complexitiesof modernity,consumer culture,and evolving gender rolesthrough material engagement with everyday objects. Byaddressing the underexplored intersection of commercial designmaterial culture, and gender formation, this research provides anew dimension to understanding how women constructed theiidentities through the materiality of consumer goods whilenegotiating between traditional Chinese aesthetic principles andmodern commercial imperatives.
论文类型：期刊论文
学科门类：艺术学
一级学科：艺术学
文献类型：J
是否译文：否
收录刊物：SSCI
DOI码：10.1080/08164649.2025.2527763
第一作者：王苗辉
合写作者：占炜,李艳