This research investigated the presentation and content of magazines targeted at preschool-aged girls in Japan to analyse what gender patterns or gendered behaviours were encouraged and how the readers reacted to the media discourse. There were 13 magazines published in 2013 in Japan. Seven of them catered to girls, three to boys and three to both…

This paper examines the Japanese word "kawaii" "cute". Teachers frequently use "kawaii" to show positive feelings toward objects in the classroom. Female children also are primary users of the word, which suggests that they are acquiring "kawaii" as an index of female gender identity. From a linguistic…