1. Getting Under the Skin-Whitening Cultures: Discourses, Rhetoric and Representations across Text Types and Media in Taiwan in the Early 21st Century Yi-Jing Lee Supervisory Team: Prof A Williams | Dr N Smith

2. Background Aim/objectives, research questions Theoretical frameworks Methods Findings Originality, limitations, generalisability and future work 2 Introduction

3. Getting Under the Skin-Whitening Cultures: Discourses, Rhetoric and Representations across Text Types and Media in Taiwan in the Early 21st Century 3

4. 4 Discourses, rhetoric and representations Transferability & interdiscursivity across text types and media Informing & extending theory Reflecting macrostructures and external context Concerns & Focuses

5. Background SW in Taiwan 一白遮三醜 (yi bai zhe san chou, literally, ‘one whiteness veils three flaws’)

6. Background Radiant, translucent & moisturising, 2012 6 Skin care & sun protection: be an effective whitening beauty SW in Taiwan Advertorials & advertising Distribution channels Legislation Avenue & consumer news sections in liberty times

7. Background Advertorials & advertising Shiseido commercial, Haku, in 2009

8. Background SW in Taiwan Advertorials & advertising Distribution channels Legislation 8

9. Background 9 SW culture in Taiwan Aadvertorials & advertising Distribution channels Legislation NCC (National Communications Commission) DOH (Department of Health) FTC (Fair Trade Commission)

10. 10 Theoretical frameworks KNOWLEDGE CONSTITUTION FOR THE LOOK LINGUISTIC LEVERAGE DISCURSIVE CONSTRUCTIONS FOR EVERYDAY PRACTICE STRUCTURING DIFFERENCES FOR IDENTIFICATION

11. Aims and objectives 1.To explore and analyse the internal representations of skin whitening in a representative range of Taiwanese newspapers and visual advertisements in other media, together with the ways in which they are constituted, legitimated and promoted. 2.To investigate the possible ways in which everyday skin whitening practices are structured and imposed, and to identify the macro structures, such as value-based segmentations and gender, that shape social reality. 3.To critically reflect on the external implications of promoting skin whitening practices by placing the findings in Taiwanese macro contexts.. 11

12. Research questions 12 1.In what ways do hybrid genre articles in the Liberty Times and skin whitening advertisements constitute the representations to promote whitening products and practices, and in what ways are these discourses structured and legitimated? 2.In what ways are skin whitening practices structured in the media and different social categories to consume the classifier (such as sacred/profane and higher versus lower socioeconomic status) of skin whitening? 3.To what extent do the identified approaches transfer across media, and in what ways are discourses and approaches represented or operated differently and interdiscursively in written and visual media? 4.To what extent do these findings apply in wider contexts and inform relevant theories?

13. 13 Methods & methodology Case study Critical Discourse Analysis (CDA) Critical visual analysis approaches Grounded Theory

14. Findings: Overview a) Recontextualisation of dermatological knowledge; b) Legitimation of ingredients and products; c) Fighting metaphor and d) Omission of agency 14 1.In what ways do hybrid genre articles in the Liberty Times and skin whitening advertisements constitute the representations to promote whitening products and practices, and in what ways are these discourses structured and legitimated? 2.In what ways are skin whitening practices structured in the media and different social categories to consume the classifier (such as sacred/profane and higher versus lower socioeconomic status) of skin whitening?

15. Findings 15 The construction of the concept of penetrability and deep metonymy Recontextualisation of knowledge

16. Findings 16 Authorisation Rationalisation / Moral evaluation Mythopoesis Legitimation

17. Findings 17 Fighting metaphor War goddess-for-product metonymy Narrative of fighting and subjectified enemy Different strategies of fighting (differentiation)

18. Findings 18 Omission of agency

19. 19 Fighting metaphor Omission of agency Transferability and Interdiscursivity 3.To what extent do the identified approaches transfer across media, and in what ways are discourses and approaches represented or operated differently and interdiscursively in written and visual media?

20. 20 4.To what extent do these findings apply in wider contexts and inform relevant theories? a) Recontextualisation of dermatological knowledge b) Legitimation of ingredients and products c) Fighting metaphor d) Omission of agency Informing and extending theories

21. 21 4.To what extent do these findings apply in wider contexts and inform relevant theories? the mutual co-alignment between the cosmeceutical industry, the mass media, retailing channels, legislation, and advertising and research agencies intersected by ‘medical’ and ‘scientific’ qualities Reflecting macrostructures

22. Originality : Overview 22 Novelty of findings Novelty of methods Informing theories Reflecting macrostructures

23. Originality 23 ‘Scienmythological’ Fighting

24. Limitations, Generalisability and Future Work (1)External generalisation (2)Internal validation Clip of commercial, Pond’s, 2008 Facebook APP, Vaseline, 2012 24