Marketing the Eikaiwa Wonderland: Ideology, Akogare, and Gender Alterity in English Conversation School Advertising in Japan

@article{Bailey2006MarketingTE,
  title={Marketing the Eikaiwa Wonderland: Ideology, Akogare, and Gender Alterity in English Conversation School Advertising in Japan},
  author={K. Bailey},
  journal={Environment and Planning D: Society and Space},
  year={2006},
  volume={24},
  pages={105 - 130}
}
  • K. Bailey
  • Published 2006
  • Sociology
  • Environment and Planning D: Society and Space
The English conversation school (eikaiwa) industry in Japan has grown significantly over the past twenty-five years. In this paper I perform a semiological analysis on a set of eikaiwa promotional materials gathered in Tokyo and Kanagawa during the period 1998–2002. This analysis relies on a framework of social modalities (Rose, 2001 Visual Methodologies Sage, London) within which a set of gendered Occidentalized longings (akogare) is discussed. Career development, establishment of… Expand

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