COMPLETION REPORT

Negotiating gender role and gender equity- A new perturbing endemic:
Comparison between Japan, Korea and Malaysia
Dr. Ting Ding Hooi
Senior Researcher
Department of Management and Humanities
Univeriti Teknologi Petronas,
This study explores the perturbing trends in three selected countries where men are believed to be no longer theconventional male; in Japan, the rise of the soushoku danshi (Japan’s young generation of herbivore men), thepretty boys or flower boys in Korea, and the metrosexual men in Malaysia. The aim of this study is to explore thedramatic rise in the media and popular culture with regard to beautifying male body. The study unpacks andcritically examine the theory of hegemonic masculinity and its changing nature on future gender role and gender
equity. Two phase studies (study 1 and study 2) were conducted in order to understand the beautifying male bodyculture. The first study used a social psychological approach to make connections between men’s private feelingsand character, 36 informants; 12 from each country were recruited for the purpose of the study.
From the study, in Japan, the soushoku danshi invalidated the militaristic masculinity and the salarymen (corporatewarriors), which were once known for their loyalty, intense work ethics, and self-sacrifice; in response to thetremendous social pressures- the corporate warriors who have worked very hard and paid less attention to theirfamily and causing a family breakdown, the rise and building of these category in sensationalist contexts by arange of media; newspapers, magazines and television shows featuring the lifestyles, values and the consumption
practices and the changing values of the women’s expectations and emotional clemencies (co-created behavior
with more understanding and care rather than masculine). In Korea, the changing features and focus in the Korean
drama and magazines have significant impact on the behavior of young males. The media has continuously fired
up advertisements and images of the perceived image of the well-groomed man. Through the building anddeveloping of the “ideal” male characteristics in TV programs and magazines, over time, Korean woman felt more
conscious in choosing their men, and this, in turn, puts pressure on the males. This causes men to becoming lack ofconfidence and males started to meet the women’s demand, Coupled with the Japanese manga (and made intodramas) and its wide acceptance in the Korean community that features exceptionally beautiful male leads, createda greater acceptance. This phenomenon has instill a new era in the community perception where sane woman
hopes to get men who are beautiful, kind, understanding and cooperative. While in Malaysia, the influx of thebeautiful and pretty male through the Korean wave, TV dramas, magazines and international brands, fashion
trends, and educational campaigns have shaped the metrosexual behavior.
The general themes found in study 1 show that men are searching for acknowledgment, confidence, equality,modernity, freshness, and imbuement and are conscious towards body, health and aging. Study 2 reaffirms thefindings found in study 1 through a quantitative survey through questionnaire administration (1,000 questionnaires
were administered in each country).

Publication of the Results of Research Project:
Verbal Presentation (Date, Venue, Name of Conference, Title of Presentation, Presenter, etc.)
Will be sending a write-up for an international conference.
Thesis (Name of Journal and its Date, Title and Author of Thesis, etc.)
Completed two articles on:i. Men and Body Idealization: The Influence of Modernity
ii. Beyond the cultural boundary: A move towards body idealization
Still waiting for review feedback
Book (Publisher and Date of the Book, Title and Author of the Book, etc.)
Not Applicable