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Beautiful and Bad Women: Media Feminism and The Politics of Its Construction in Taiwan
Unformatted Document Text:  9 Feminism and Beautiful Woman If the rhetoric of sameness underwrites bad-woman feminism, then beautiful-woman feminism is produced through a discourse of sexual difference. This difference feminism subscribes to the idea of that women should love men in order to create peaceful and harmonious relationships between men and women; it also accentuates women’s feminine traits—tenderness and gorgeousness. For example, in “Let Men Be Your Working Companions,” Marie Claire states: “Women should make an effort to re-establish a new value system; that is, we are different from men but we are as important, we have to change our system to fit us.” In this article, Taiwanese feminists such as Mayfair Yang, Yuan-chen Lee, and Mei-li Hu, are presented as transforming from “angry feminists” to feminists who care about “how to get along with men peacefully” (66). This new beautiful woman distinguishes herself from the “androgynous” feminist of the ‘80s. She does not have to dress like men or behave like men, she is feminine-centered. In a special issue on “Woman Power,” Elle defines feminism as such: “I think a true feminist should accentuate her femininity because her feminine traits provide a better vision for the future and are far more superior and precious; hence, are better equipped for the new times.” Moreover, woman power is flexible enough to be “strong and tender at the same time” (Elle, 1997/11, 141). The ad for Café Gauche further points out that “femininity is very important” (Non-no, 1991/12, 80): She is Leaving Paris again, (People say, women should not travel alone) She brings with her an unfinished book (Sitting in a café by herself) This is a kind of feminine writing (She drinks latte… coffee and milk, 1:1) Sweetly telling us that the second sex does not exist (The fragrance of coffee flows from her to me, and more….) This is the first day in 1908, women have become the first sex. (She is Simone de Beauvoir. We are both travellers, encountering each other at Café Gauche) Vivi magazine 2000/6 This ad best illustrates the beautiful-woman feminism—a woman who celebrates her feminine quality, a woman who denies her second sex status (the first sex, latte 1:1), and a woman who is cosmopolitan/privileged enough to fight against the norm and

Authors: Yang, Fangchih.
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9
Feminism and Beautiful Woman
If the rhetoric of sameness underwrites bad-woman feminism, then
beautiful-woman feminism is produced through a discourse of sexual difference. This
difference feminism subscribes to the idea of that women should love men in order to
create peaceful and harmonious relationships between men and women; it also
accentuates women’s feminine traits—tenderness and gorgeousness. For example, in
“Let Men Be Your Working Companions,” Marie Claire states: “Women should make
an effort to re-establish a new value system; that is, we are different from men but we
are as important, we have to change our system to fit us.” In this article, Taiwanese
feminists such as Mayfair Yang, Yuan-chen Lee, and Mei-li Hu, are presented as
transforming from “angry feminists” to feminists who care about “how to get along
with men peacefully” (66).
This new beautiful woman distinguishes herself from the “androgynous”
feminist of the ‘80s. She does not have to dress like men or behave like men, she is
feminine-centered. In a special issue on “Woman Power,” Elle defines feminism as
such: “I think a true feminist should accentuate her femininity because her feminine
traits provide a better vision for the future and are far more superior and precious;
hence, are better equipped for the new times.” Moreover, woman power is flexible
enough to be “strong and tender at the same time” (Elle, 1997/11, 141).
The ad for Café Gauche further points out that “femininity is very important”
(Non-no, 1991/12, 80):
She is Leaving Paris again,
(People say, women should not travel alone)
She brings with her an unfinished book
(Sitting in a café by herself)
This is a kind of feminine writing
(She drinks latte… coffee and milk, 1:1)
Sweetly telling us that the second sex does not exist
(The fragrance of coffee flows from her to me, and more….)
This is the first day in 1908, women have become the first sex.
(She is Simone de Beauvoir. We are both travellers, encountering each other at
Café Gauche)
Vivi magazine
2000/6
This ad best illustrates the beautiful-woman feminism—a woman who celebrates her
feminine quality, a woman who denies her second sex status (the first sex, latte 1:1),
and a woman who is cosmopolitan/privileged enough to fight against the norm and


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