Exploring gender roles in contemporary Japan through the television show Nigeru wa haji

Abstract

This thesis examines the popular Japanese television show Nigeru wa haji as a lens for exploring gender roles in contemporary Japanese society, particularly in relation to marriage dynamics, societal expectations, and work-life balance from a post-feminist perspective. The research questions guiding this study are: How did the audience react to the show, and what insights do these reactions offer about the portrayal of social issues in Japan today? What elements of post-feminism are present within the drama? Additionally, how does cultivation theory reinforce post-feminist themes? To analyse the drama episodes as well as the social media audience comments, I used Braun and Clarkes (2006) thematic analysis. This method of thematic analysis consists of six phases: the first phase consists of familiarizing oneself with the data; the second phase consists of generating initial codes and the remaining phases include searching, reviewing, defining and naming themes. Throughout my thesis, I argue that reaction from viewers on social media demonstrates an awareness of how media can both depict and perpetuate societal inequalities. I also argue that the drama's portrayal of marriage and domesticity can be seen as reinforcing traditional gender roles and patriarchal norms, despite its depiction of the protagonist's agency and independence. Thus, this television drama aligns with the idea of post-feminism as a form of antifeminism, where feminist politics are dismantled under the guise of acknowledging them, ultimately perpetuating gender inequalities and reinstating patriarchal standards.