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Where progression towards gender equality is concerned, Japan lags behind most other developed countries with its culture which heavily values tradition. However, its traditional gender roles may be changing as the birth-rate declines and women take up the increasing opportunities opening up for them in the workplace. Within the contexts of these tensions between traditionalism and change, this study investigated the constructions of femininity in popular Japanese manga, one of the most consumed forms of media in Japan which also enjoys global popularity. As such, this study approached manga as a potentially important resource for identifying the available meanings of being a young Japanese woman in contemporary Japanese society. To date, little research has examined manga, and much of the available literature has used content analysis or focused solely on superheroine characters and the romantic interest. As a point of difference, this research implemented discursive analyses and sought to identify a range of femininities made available to readers in manga. It examined four titles within two genres of manga: the shounen genre targeted to male audiences and the shoujo manga, targeted at a female audience. The research employed a feminist, poststructuralist framework to identify the ways in which constructions of femininity in manga drew on dominant Japanese discourses of femininity as well as more globally produced postfeminist discourses associated with popular culture. The study found that manga overall produced femininities within both traditional and contemporary postfeminist discourses. Analyses also highlighted the limited meanings of femininity made available to young female audiences of shoujo manga through dominant postfeminist, empty representations of ‘empowerment’ whilst also underlining the problematic dominance of sexist portrayals of young women in shounen manga. Further, the storylines of shoujo manga were found to be replete with romantic narratives, prioritising romance and marriage as a means to happiness. These findings may identify the implications of such femininities on how young Japanese women view themselves, and are viewed by others globally.

“But I am still a girl after all”: A Discourse Analysis of Femininities in Popular Japanese Manga Comics