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立 政 治 大 學
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4. Results
It was hypothesized that the feminist messages were to increase under the influence of Third wave feminism from 1992 to 2016. Chi-square analysis was conducted to examine if changing amount of Third wave feminist messages from year to year was significantly different. Based on the analysis results, four of the Third wave feminism sub-dimensions showed significant differences in the percentage of articles devoted to Third wave feminism messages from 1992 to 2016.
According to the results of Chi-square tests, significant cross-time differences appear on Sub-dimension 1a, 2a, 2b, and 3a; which were Fashion product, Travel and vacation, Efficient home making, and Information. The results that showed cross time significant difference are as follows:
Sub-dimension 1a, Fashion product showed cross time significant difference (see Table 5.). In the Third wave feminism agenda, objects such as makeups and high heels or beautiful dresses are no longer seen as a symbol of male gaze consequences.
The significant difference of sub-dimension 1a, Fashion, can be referred to one of the core ideas of Third wave feminism, that fashion and beauty products are not just booby traps of patriarchy and male gaze. Instead, fashion merchandises and make up products are to show the natural femininity with women. The increasing messages of fashion and beauty also implied that feminism has collaborated with fashion to make feminism idea more familiar to modern women and sending the message of fashion and beauty products such high heels on a woman does not make a woman less of a feminist.
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Table 5. Cross time differences on sub-dimension (1a)
1992 2000 2010 2016 Row total
Note. Sub-dimension 1a: Fashion product
Articles related to lifestyle such as Travel and vacation and Efficient home-making showed cross time significant difference indicated that women's life quality and life style also deserve more attention (see Table 6.and Table 7.).
The increasing articles that related to Travel and vacation through time indicated that traveling and going on holidays allow women to relax and enjoy their lives as women and to see the world in order to improve that mental health (see Table 6.).
Table 6.Cross time differences on sub-dimension (2a)
1992 2000 2010 2016 Row total
Note.Sub-dimension 2a: Travel and vacation
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Also themes that are related to efficient home-making such as cooking, sewing, money budgeting, and house decorating were used to be seen as chains that put upon women. But Third wave feminism agenda is to argue that cooking and decorating houses can be hobbies instead of chores that women were forced to do, they are options that women can practice in life and not to be seen as anti-feminist; that cooking erotic cuisines and house decorating can be seen as living lives in styles (see Table 7.).
Table 7. Cross time differences on sub-dimension (2b)
1992 2000 2010 2016 Row total
Note. Sub-dimension 2b: Efficient home-making
At the same time based on Taiwan Social Change Survey Report, Taiwanese people have been spending more time on leisure activities, exercising and holidays and vacations since 2005 (see Appendix B). Implied that Taiwanese people began to care more about their life style and how they spend their leisure time and outdoor activities.
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Sub-dimension 3a of dimension Career development, Information showed cross time significant difference (see Table 8.). Implied that in a modern society where a woman having a job and a career is normal. Women just as men would face career problems and issues. Therefore the articles are providing female readers advices and information about jobs and careers additional to fashion information through a fashion magazine.
Table 8. Cross time differences on sub-dimension (3a)
1992 2000 2010 2016 Row total
Note. Sub-dimension 3a Information
Those sub-dimensions that did not show cross time significant difference are as follows:
In sub-dimension 1b Appearance Changing procedure, showed no cross times significant difference (see Table 9.). The result showed that there were only a few articles in each year that contain messages contain sub-dimension 1b. Implied that there has never been a prominent trend of conveying certain message to female readers since the beginning of Third wave feminism.
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Table 9. Cross time differences on sub-dimension (1b)
1992 2000 2010 2016 Row total
Note. Sub-dimension 1b: Appearance Changing procedure
In sub-dimension 2c, Political and world issues, showed no cross time significant difference (see Table 10.). The percentage of articles related to sub-dimension 2c did not show big differences through each year. Therefore indicated that the amount of messages related to the issue remained similar each year and did not increase because of the evolving in feminist movements.
Table 10. Cross time differences on sub-dimension (2c)
1992 2000 2010 2016 Row total
Note. Sub-dimension 2c: Political and world issues
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Non-celebrity female example (see Table 11.). More messages related to that matter appeared more in the beginning of 90s in order to create more exposure on the matter to female readers. Indicated that with the prevailing feminist idea of women having a career, there is less need to create great amount of exposure on using non-celebrity females to encourage women.Table 11. Cross time differences on sub-dimension (3b)
1992 2000 2010 2016 Row total
Note. Sub-dimension 3b: Non-celebrity female example
Fashion magazines and media used to convey messages of a woman's happiness lies with a man. As feminism idea grows within the society, the idea of a woman does not need a man to be happy prevailed. Hence the result of sub-dimensions 4a showed that there were more articles in 1992 on using female celebrities to encourage women to be independent in relationships (see Table 12.). Given the fact that women are now used to the feminist concept of being independent.
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Table 12. Cross time differences on sub-dimension (4a)
1992 2000 2010 2016 Row total
Note. Sub-dimension 4a: Relationships
Chi square test showed no cross time significant difference on messages that contain using female celebrities in encouraging women to pursue their careers (see Table 13.). Indicated that the need of encouraging women to pursue a career is no longer as much as in the 90s when feminism had just only begun.
Table 13. Cross time differences on sub-dimension (4b)
1992 2000 2010 2016 Row total
Note. Sub-dimension 4b: Careers
The result showed no cross time significant increase for using celebrities as
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feminist icons (see Table 14.). Though the percentage of the messages seemed to be increased after 2000, but the increase was not significant, indicated that the purpose of strengthening Third wave feminist idea with celebrity icons is not as influential.
Table 14. Cross time differences on sub-dimension (4c)
1992 2000 2010 2016 Row total
Note. Sub-dimension 4c: Identity
One of the main ideas of Third Wave feminism is to collaborate pop cultures with feminism. Movies, TV shows and music bands that celebrate girlhood such as Sex and the City, Ally Mcbeal, and Buffy the Vampire Slayer appeared in the late 90s.
The results showed that since 2000 the percentage of the messages increased and has not been increasing much after since (see Table 15.). Which indicated that since the beginning of Third wave feminism, it has already fused with pop culture to attract more female readers and there has not been stronger need to cause and increase on the amount of messages.
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Table 15. Cross time differences on sub-dimension (4d)
1992 2000 2010 2016 Row total
Note. Sub-dimension 4d: Pop-culture
The results showed that there were more messages under sub-dimension 5a in 1992, indicated that back in the 90s the need of getting more exposure on sex topics more desired than in 2016. Given the reason that sex is no longer a tabooed issue could also be easily accessed and accepted in 2016. Therefore there were more feminist messages on female sexuality in 1992 ELLE magazines and the result shows no cross time significant difference (see Table 16.).
Table 16. Cross time differences on sub-dimension (5a)
1992 2000 2010 2016 Row total
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Note. Sub-dimension 5a: Sex and relationship
The result showed that there is no cross time significant difference on the sub-dimension 5b (see Table 17.), and the percentage of each year appears to be similar amount. Therefore implied that since the beginning of the Third wave, fashion magazines have been sending women messages that a woman can be pretty and also a feminist but there is no need of increase exposure of the message for that female readers no longer have strong objections on women choosing to put up makeups and dress up pretty.
Table 17. Cross time differences on sub-dimension (5b)
1992 2000 2010 2016 Row total
Note. Sub-dimension 5b: Appearance and beauty choice making
In early 90s, women were encouraged and expected to be both a career woman and a wife. Therefore there was a trend of women returning to the household and become housewives. But the choice of either being a wife or a career woman was respected. Content analysis showed no cross time significant in sub-dimension 5c, Life choices (see Table 18.). Implied that since the beginning of Third wave feminism
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women have been expected to be both career women and mothers and the idea has been accepted by the society. Therefore there is no prominent increase of messages through time.
Table 18. Cross time differences on sub-dimension (5c)
1992 2000 2010 2016 Row total
Note. Sub-dimension 5c: Life choices
The result showed no cross time significant difference in sub-dimension 6a, Homosexuality (see Table 19.). Year 1992 and year 2016 showed similar percentage of messages but the percentages of each year showed no regular increase indicated that there is no increasing need of making more exposure on the matter.
Table 19. Cross time differences on sub-dimension (6a)
1992 2000 2010 2016 Row total
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立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
46
Chi Square Sig.
4.134 .247
Note. Sub-dimension 6a: Homosexuality