|Luxury, Capital and the Modern Girl: A Historical Study of Shiseido Corporation.
Mariko ADACHI (Osaka Women's University)
This essay tries to understand the “modern girl” phenomenon, which became prominent internationally in the 1920s and 1930s by scrutinizing the gap between “desires in capitalism” and the realistic statuses of women. In other words, the way women lived their lives in reality was not a direct method we can use to locate the temporal, spatial, class and ethnic specificities of the modern girl. Rather, we investigate ways to understand how and when the modern girl was constructed through capitalism as fill-ins for such a gap.
The three hypotheses above might shed new light on the meanings of colonial modernity in Japan.