Sexuality and femininity: the paradox of the cultural-aesthetical kawaii movement

Abstract

Kawaii, an adjective in the Japanese language meaning “cute”, is part of Japan’s aesthetic movement that stems from the Meiji Era. However, since the 1970s and 1980s, this kawaii movement takes a more pluralistic turn by breaking certain gender stereotypes within a capitalist structure focused on the democratization of media production and creation. This environment is predominantly feminine, with women being the primary creators and consumers. Furthermore, there is also some prejudice against men who partake in this cultural movement, labeled "otaku", who can be envisaged as deprived of masculinity. Accordingly, from this framework flow several controversial issues encompassing sexuality, relationships, prejudice, and aesthetics. The conclusion is that kawaii, as a movement, is incongruent. Although it incorporates certain elements that could be seen as offensive to women or even illegal, it also opens a window to express more feminine, childish, individual and playful behaviours. This comes in opposition to a more standardized movement intrinsically connected with what could be envisaged as more masculine behaviour and a commitment to rules and social expectations.