Skip to main content
University of Nebraska–Lincoln
Search

Full Article

Visit Apply Give

Kye Le Ho Investigates Gender Norms In Chinese and American Culture

Kye Le Ho, senior marketing major has been working as a student researcher in the UCARE program with professor Jim Gentry for the past year.  Professor Gentry is interested in changing gender norms globally, specifically the portrayal of men and women in advertising and how those changing norms are affected. He has previously investigated the topic in both the United States and Indian contexts, and Kye Le is currently helping him to investigate the changing gender norms in China by observing and analyzing advertisements in fashion magazines. They have read articles that are related to Chinese masculinity such as the Cultural Revolution, One-Child Policy, Wen-wu and the opening of China to Western Advertising have Changed Gender Norms.

Kye Le translates the advertisements from Mandarin to English and helps in interpreting the Chinese’s perspective on the advertisements in terms of advertisement context, symbols, colors, and more. Based on literature, Chinese masculinity seems to be far less macho compared to masculinity in the states. The rapidly increasing use of cosmetics and beauty products by men in the United States has been argued to be confusing to young men as to what it means to be a male. They seem to be somewhat confused as to their gender role. However, it appears to be less threatening to Chinese males.

Published: April 13, 2011