研究生: |
盛 捷 Sheng, Chieh |
---|---|
論文名稱: |
販賣初老—保養品銷售與女性外貌焦慮 Marketing Senior Moments—Selling Skincare Products and Women Appearance Anxiety |
指導教授: |
洪意凌
Hung, Yi-Ling |
口試委員: |
沈秀華
Shen, Hsiu-hua 鄭斐文 Cheng, Fei-Wen |
學位類別: |
碩士 Master |
系所名稱: |
人文社會學院 - 社會學研究所 Institute of Sociology |
論文出版年: | 2022 |
畢業學年度: | 110 |
語文別: | 中文 |
論文頁數: | 129 |
中文關鍵詞: | 初老 、女性 、保養品 、醫療化 |
外文關鍵詞: | senior moment, women, skin care products, medicalization |
相關次數: | 點閱:2 下載:0 |
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女性的身體在歷史上一直是被凝視的客體和傳宗接代的工具,為了維持自己身體的價值,古代女性會利用內服或外用藥物的方式嘗試延緩面部的老化現象,而到了現代女性則會選擇使用保養品或進行醫學美容手術來達成延緩老化的目的,其中又以使用保養品的人數佔大宗。因為相較於美容手術,使用保養品不需要過多的金錢且風險較低,而在近10年,女性開始使用保養品及追求「抗老」的年齡有逐年下降的趨勢,尤其是25到35歲的年輕女性,他們非常在意自己是否處於初老狀態,對於開始出現在臉部的自然老化痕跡過分苛求。本研究正是以年輕女性的初老認同為出發點,解釋何謂初老及它的重要性,以醫療化的社會學觀點探討保養品的使用,並探究女性在「使用保養品後變美」過程中的主體性和客體性。
使用保養品這件事如何影響年輕女性對於臉部初老的認知?我針對購買並使用保養品的女性、販賣保養品的百貨專櫃櫃姐和藥妝店店員進行訪談,透過分析這些女性的行動,我發現資本與權力透過增強女性對於老化焦慮的方式影響女性購買保養品的意願,進而改變女性對於自己的身體以及臉部老化的認知,在使用保養品以抵抗初老的過程中,經由各種媒體廣告與社群網路反覆闡述及強調,初老逐漸被建構成年輕女性必須注重並嘗試解決的「問題」。
Women’s bodies were always seen as seeing objects and for reproduction needs in history. In order to maintain her own value, ancient women would use medicine on the skin as well as taking it internally to prevent facial senescence. Nowadays, women choose to undergo plastic surgeries or use skincare products to delay the aging process, and women using skincare products are in the majority. Compared to plastic surgery, using skincare products costs less money and has lower risk. In the past 10 years, the age women start using skincare products and anti-aging products declines annually. Women, especially in the age of 25-35, are cautious of whether they are having a senior moment, and overwhelmed by the natural signs of aging. My studies start with young women’s reactions to the importance of their senior moment, define using skincare products in a medicalizing way, and discuss the subjectification and objectification of women in the process of “using skincare products to be beautiful”.
How does "using skincare products" influence the young women’s senior moment identity? After collecting plenty of materials and analyzing several interviews, I find out that capital and power influence women’s intention of buying skincare products by enhancing the anxiety of being old, and thus change the cognition of how women see their own body and facial aging. While using skin care products to prevent aging, the importance of anti-“senior moment” is emphasized by advertisements and social media.
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