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Chi Square Sig.
4.134 .247
Note. Sub-dimension 6a: Homosexuality
5. Discussion and Conclusion
The discussion will be focusing on the results of all sub-dimensions. Content analysis showed that most feminist messages showed no cross time significant difference also indicated that the hypothesis being brought up in this study is not supported. The reason that attributed to this result is that the hypothesis of feminist messages increase under the influence of Third wave feminism is not accurate.
Therefore before building a hypothesis in future studies should also examine the changes of social vibes among people. Also when developing the coding scheme one should reassure that the operational definition of the coding scheme not to be compromised after translation.
The content analysis of ELLE magazine showed that 1992 has the most of Third wave feminist messages. Hard-core feminism messages such as sexuality, career, and life choices were more notable back before 2000. The results can be referred to the social agenda during 90s. Which is the era when most feminist activities and achievements were made and there were more feminist messages in fashion magazines in order to make feminist issues reach out to more people. And through time as the feminist activities began to make achievements such as laws to secure gender equality at workplace and female rights, and with the society no longer sees feminism as an unfamiliar issue; there is less pressure on spreading more controversial feminist issues for that feminism has become the new convention to the
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society.
On the other hand, the increasing messages of fashion and beauty products showed that women are able to judge the content. Women are able to decide that fashion is not merely the consequence of male gaze; fashion products can be accessories of personal identity or expressions of the femininity within each woman.
Also the increasing message of traveling and efficient home making, suggested that other aspects of women's lives also deserve attention, such as their mental health and life styles. Third wave feminism is about women finding the power that is already in them, such as the belief of Naomi Wolf. There are no strict rules or certain images of being a feminist is the central idea of Third wave Feminism, and that women should embrace their femininity such as doing cooking and decorating houses.
In the early 90s when the need of female work force increased and the feminist idea began to prevail, women were encouraged to be both career women and housewives. Therefore, with the idea of women having a career no longer a unfamiliar issue to the society, the messages of providing non-female career women showed now significant difference. While messages of career advices and information for women showed cross time significant difference given the fact that more women out there having the same career problems as men do and also need the advice on careers.
When Third wave feminism began in early 90s, there was the need of providing female readers celebrity role models in order to make female readers easier to relate to feminism and to understand feminism. Female readers needed high profile female celebrities as feminist icons and role models on relationships, careers and their
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identity as women. And as time proceeds, the need of massive exposure on female celebrity as feminist icons became less desired. Hence the results showed no cross time significant difference on the sub-dimensions.
Feminism collaborating with popular culture has been an important part of Third wave feminism, even though there have always been criticisms about how Third wave feminism or Post-feminism are just a pseudo-feminism. It is certain that with feminism context wrapped up in the frame of pop culture is easier for normal women to relate to in comparison of the more intimidating and judgmental Second wave feminism.
After the Martial law lifted in 1987, causing sexual liberation to thrive in the 90s.
In order to enlighten people on the issue of sex during 90s, there were more articles that contain messages of sexual issues during the time. But as sex is no longer seen as a tabooed issue and it is easier to access information on the issue, there is less need of massive exposure of sex related articles. Also queer movement was at its peaks during 90s therefore in order to make the society more aware of the issue of homosexuality, articles related to the issue appeared more during 90s. And when the society began to be more acceptable of homosexuals, there is less urgent need of making more exposure on the matter.
Therefore from the history timeline, it is certain to deduct that the 90s were the golden age of women fighting for gender equality in the society, and that more feminist messages and information were be given to female readers for the purpose of enlightenment.
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Due to the nature of ELLE magazine, it is a foreign brand from western society;
compared to Japanese magazines the cultural differences are bigger and therefore international magazines like ELLE tend to create their own content instead of translating directly from its native language. It is to say that the changing of the feminism messages in ELLE magazines can be referable to the changing of society in Taiwan and social agendas.
This study provided an insight on how fashion magazines reflected on the society of Taiwan in the matter of feminism. Whether in the aspect of sexuality or life choices of women, it has been examined that fashion magazine ELLE has reflected the social agenda of Taiwan from 1992 to 2016 by examining the changing of Third wave feminist messages. Also fashion magazines can serve as a potential platform to convey feminism issues to the readers and to aid the distribution of feminism. In addition, this study will provide the historical record of it to future feminism studies in Taiwan.