Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)

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Exploring the Meaning of Shanghai Cheongsam from the Perspective of the Male Gaze

Authors
Yunlin Huang1, a, †, *, Yuqing Liu2, b, †, *, Fangxin Yang3, c, †, *
1Department of Bi-lingual (Chinese and English) Secretary, School of Chinese Language and Literature, South China Normal University, Guangzhou, Guangdong 510006, China
2Business Administration College, Hebei University of Economics and Business, Hebei, Shijiazhuang 050000, China
3Department of Film Studies, Film Studies (Film Criticism), Beijing Film Academy, Beijing 100088, China
†

These authors contributed equally.

*Corresponding author. Email: a20173501022@m.scnu.edu.cn
Corresponding Authors
Yunlin Huang, Yuqing Liu, Fangxin Yang
Available Online 24 December 2021.
DOI
10.2991/assehr.k.211220.093How to use a DOI?
Keywords
Shanghai cheongsam; “Spouses of Warlords” Trend; Male Gaze; the Development of Meanings
Abstract

The male gaze is a popular research angle in the media and fashion industry. Still, the current academic research on the phenomenon of the male gaze in China mainly started with literary works and consumer psychology, and the research angle was relatively scattered. From the perspective of the male gaze, this paper combs the changes of the meanings of Shanghai cheongsam in different historical stages. We hope that the paper can further enrich the background information of the male gaze and provide new ideas for the research of other scholars. The sources of data included an academic website, social media platforms, and an online survey. Through questionnaires, we studied the opinions of contemporary Chinese people towards Shanghai cheongsam in different contexts, and found out the mainstream and dominant meanings generated by this garment currently were “dignified” and “graceful”, which tended to be positive, partly progressive, and heavily influenced by the government. When we further cross-contrasted the attitudes towards three typical types of the “Spouses of Warlords” video screenshots with the respondents’ binary gender, finding that male respondents generally felt more positive than female respondents. From the perspective of viewing, with the combination of consumerism and patriarchy, Male Gaze was hidden behind the screen, reinforced the woman’s self-objectification unconsciously. Shanghai cheongsam, as a fashion, has become a political discourse in the complicated contemporary context. We expect that the phenomenon of the male gaze in Chinese society can be emphasized and concerned by more people politically and socially to advocate gender equality in the future society.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 December 2021
ISBN
978-94-6239-495-7
ISSN
2352-5398
DOI
10.2991/assehr.k.211220.093How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Yunlin Huang
AU  - Yuqing Liu
AU  - Fangxin Yang
PY  - 2021
DA  - 2021/12/24
TI  - Exploring the Meaning of Shanghai Cheongsam from the Perspective of the Male Gaze
BT  - Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
PB  - Atlantis Press
SP  - 550
EP  - 561
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211220.093
DO  - 10.2991/assehr.k.211220.093
ID  - Huang2021
ER  -