International Studies (B.A.)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Darin H. Van Tassell


Since the end of World War II, and even more so since the 1980’s, Japanese women have been gaining more and more independence through jobs and international experience. Part of this move towards liberation can be seen in how brand-focused many Japanese girls and women are and the overt manner in which they try to express themselves in typically western ways. This report will focus on Japanese women and how they try to make themselves appear western as a means of defining their individual identities and how they balance that with their usual prescribed roles as traditionally Japanese mothers and homemakers. Japanese women are succeeding in their attempt to emulate American women while turning their tools into something uniquely Japanese.