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Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore
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2013 (English)Book (Refereed)
Abstract [en]

The branding of Singapore International Airlines with the image of a beautiful, petite and servile ‘Oriental’ woman dressed in figure-huggingsarong-kebaya is one of the world’s longest running and most successful advertising campaigns. But this image does not simply advertise a service; it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist, and bearing little relation to modern Singapore where women have good access to education and increased life choices resulting from engagement in the wage economy. The nation’s economic success has been a force for their liberation. One catastrophic consequence of women’s changed lives has been the plunge in fertility rates.

Singapore has one of the world’s lowest despite energetic government campaigns encouraging women to have more babies – and men to be more ‘masculine’. The failure of these campaigns and rethinking of the Singapore Girl highlight a key premise of this book: there are limits to the power of discursive constructions of gender in the national interest.

Place, publisher, year, edition, pages
copenhagen: NIAS Press, 2013.
, Gendering Asia, 8
Keyword [en]
singapore, Gender, masculinity, feminity
National Category
Gender Studies
URN: urn:nbn:se:norden:org:diva-4297ISBN: 978 87 7694 125 3ISBN: 978 87 7694 124 6OAI: diva2:885258
Available from: 2015-12-18 Created: 2015-12-18 Last updated: 2015-12-18

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