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The Reasons for the Change of Chinese Female Aesthetic concept and the Characteristics of Female beauty in animation

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.240-250
  • DOI : 10.25111/jcd.2019.68.19
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 10, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Liu, Danya 1,  Lee Dong Hun 2

1동서대학교 일반대학원 디자인학과 박사과정
2동서대학교

Accredited

ABSTRACT

In the 40 years of “reform and opening up”, China has experienced rapid social changes and is now fully integrated into the global order. With the hybridization of culture, the influence of individualistic values, income inequality, and the widening gap between the rich and the poor, society is in a state of confusion and contradictions. In the long-standing cultural tradition dominated by male ideology, “female beauty” has always been influenced by “male aesthetic desire”. This study first examines the background of the era that affects the formation of “Female aesthetic concept” from the ideological, political, and institutional levels. Secondly, it analyzes the reasons for the transformation of contemporary “Female aesthetic concept” from three aspects: political factors, economic factors and cultural factors. Through these analyses, the characteristics of today's "male aesthetic desire" transformation are defined as three. And analyze the relationship between these three characteristics and the "female beauty" of female characters in the three recent animation works that have been successful in China. Through these analyses, we can see the characteristics and problems of the era of "female beauty" in the works.

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