Research questions……………………………………………….........................2 1

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CHAPTER 3 METHODOLOGY

The purpose of this chapter is to discuss the steps that will be taken to understand and examine the cultural normalization of the skin-whitening phenomena across different ethnic groups in Taiwan. By focusing on how deeply embedded the process of skin whitening is in modern Taiwanese society and employing the theories of globalizing notions of beauty and cultural imperialism. A little background on the interviewees is given to give an understanding of their history. Grounded theory and thematic analysis will be used to code and sort the findings. The purpose of this research is to identify the cultural and globalization elements that correlate with the Taiwanese society. It further looks at the dynamic context of the different ethnic groups in Taiwan. For the exploration of the research question, a qualitative method of in-depth interviews with eleven participants will be conducted.

3.1 Research questions

The research question aims to explore the understanding of the skin whitening culture in Taiwan. Qualitative research is used to gain insights into the culture of skin whitening process to see the extent of the bodily ideal of whiteness. How Taiwanese women embrace it as well as to explore, what the popular discourse and practices of skin color Taiwanese woman? Does the research question focus on to what extent is the bodily ideal of whiteness embraced by Taiwanese women?

RQ: what are the popular discourses and practices about skin color among Taiwanese woman?

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A qualitative research method was implemented in the form of interviews for the process of this research. Using a qualitative approach of in-depth interviews is a powerful tool to get first-hand subjective experiences from the people being research (Tuckman, 1994). Face to face interview is dominant in academia, and for this research, it’s believed that this process will be the most effective method to get the information that is required. This style of qualitative research provides greater insight and understanding with regards to the resources they have available. In-depth interviews allow for the free exchange of information (Malhotra, 2007), which is suitable for the initial stages of our research. By speaking directly with the women of the different ethnic groups will aid to help find out the information required. An in-depth interview gives the ability to probe and uncover attitudes and beliefs (Malhotra, 2007). It helps collect information related to the research question. See Appendix 1.1 for research interview questions.

3.2.1 Grounded theory

Grounded theory is a method that allows movement from data theories and enables new approaches to be developed. Studies that adopt grounded theory were a step towards conceptual thinking and theory building more empirical testing of the theories (khan,2014). It explicitly involves" generating theory and doing research as two parts of the same process' (Glaser,1978). A grounded theory of a studied topic starts with accurate data and ends with rendering them in an explanatory theory. The analytic process of the ground theory consists of coding data; developing, checking, and integrating general categories; and writing analytic narratives throughout the inquiry.

Barney G. Glaser and Anselm L. Strauss (1967). From the very beginning of the research process, the researcher codes the data compares data and codes and identifies analytic leads and tentative

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categories to develop through further data collection. As in other qualitative approaches, the data collected for a grounded theory can come from various sources. The data can be collected from involving interviews, observations, government documents, videotapes, newspapers, letters, and books. Anything that may or may not shed light on the research question in hand (Corbin and Strauss, 1990).

It is a framework that allows understanding of the phenomenon being studied. Since it was first introduced in 1967, grounded theory has not changed its form. The specificity of its procedures has been elaborated in some detail as the method has evolved in practice. Grounded theory procedures are designed to develop a well-integrated set of concepts that provide a thorough theoretical explanation of social phenomena under study. For this exploratory study, grounded theory is believed to be best suited. As it will enable and aid an inductive approach rather than deductive approaches.

3.2.2 Thematic analysis

Thematic analysis is a method for systematically identifying, organizing, and giving an insight into the patterns of recurring themes across a data set (Clarke and Braun, 2016). Where the researcher can access and make logical sense of the collected data allowing identification of the unique meaning of single information. Thematic analysis is a method for systematically identifying, organizing, and giving an insight into the patterns of recurring themes across a data set (Clarke and Braun, 2016). With this method of analysis, the researcher was able to access and make logical sense of the collected data. Allowing the identification of the unique meaning of every single information and recording patterns of meaning or themes of the collected data. However, what is shared is not necessarily in and of itself meaningful or essential to this study. Instead, the theme

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of meaning in the thematic analysis allows the researcher to identify crucial relationships within the different findings and research question. Then the need for flexibility is a massive aspect of in them after applying thematic analysis on all the for the elven interview transcripts. Even though the sample size was not significant to be representative, they were some interesting patterns that can be explored in future research.

3.3 Data collection and sampling 3.3.1 Definition of population

This research aims to explore the diversity within the Taiwanese society. Data is collected using in-depth- interviews that will be conducted on the middle class and upper-class women. They are the most targeted audience for skin whitening companies. According to previous studies, the difference in ethnic origin shapes the way each person perceives color (McKay, Avery, and Morris, 2008). This research will sample Taiwanese women from different ethnic groups.