Subcultures: The Gyaru Subculture
The Gyaru Subculture: Subcultures
The Gyaru Subculture
One of the widely recognized impacts of globalization is the fact that it causes changes and modifications to the values, norms and traditions of existing cultures, resulting in the formation of new subcultures, or the complete loss of cultural identity (Marshall & Raymond, 2015). The Gyaru subculture in Japan offers a perfect example of a subculture formed in this manner. 'Gyaru' is the Japanese translation for the English word 'girl' -- it is a subculture of young girls and women who, just like most women in the rest of the world, are obsessed with trying to achieve the image of 'ideal' beauty imposed upon them by the media. Differently from other women, however, the Gyaru go to extreme lengths to achieve these unattainable standards of beauty -- they follow a certain style of dressing and do their hair and make-up in a specific way. The more common features among all their members are huge heels, short skirts, and big eyes (Marshall & Raymond, 2015).
Development of the Gyaru Subculture
The name 'Gyaru' originated from a sub-brand of the Wrangler Jeans called 'gurls' in the 1970s. The jeans were marketed under the slogan 'I can't live without men' and were targeted at fashion-conscious teenage girls and women in their early twenties (Hedy Magazine, 2015). In 1979, Sawada Kenji released a song titled 'Oh Gyaru', which featured young modern girls in...
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