eBook PDF / e-Pub Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore

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Title:Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore
Format Type:Ebook
Author:Chris Hudson
Publisher:Nordic Institute of Asian Studies
ISBN:8776941248
ISBN 13:
Number of Pages:214
Category:Manga

Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore by Chris Hudson

PDF, EPUB, MOBI, TXT, DOC Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore The branding of Singapore International Airlines with the image of a beautiful petite and servile Oriental woman dressed in figure hugging sarong kebaya is one of the world s longest running and most successful advertising campaigns But this image does not simply advertise a service it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist and bearing little relation to modern Singapore where women have good access to education and increased life choices resulting from engagement in the wage economy .

The failure of these campaigns and rethinking of the Singapore Girl highlight a key premise of this book there are limits to the power of discursive constructions of gender in the national interest

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