Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore

E-book

Chris Hudson
2013

The branding of Singapore International Airlines with the image of a beautiful, petite and servile ‘Oriental’ woman dressed in figure-hugging sarong-kebaya is one of the world’s longest running and most successful advertising campaigns. But this image does not simply advertise a service; it is part of a global and national regime of symbolic constructions of gender that today is seen as outdated and sexist, and bearing little relation to modern Singapore where women have good access to education and increased life choices resulting from engagement in the wage economy. The nation’s economic success has been a force for their liberation. One catastrophic consequence of women’s changed lives has been the plunge in fertility rates.
Singapore has one of the world’s lowest despite energetic government campaigns encouraging women to have more babies – and men to be more ‘masculine’. The failure of these campaigns and rethinking of the Singapore Girl highlight a key premise of this book: there are limits to the power of discursive constructions of gender in the national interest.

Click here to access

Beyond the Singapore Girl: Discourses of Gender and Nation in Singapore

Terms of use

The licensed databases may only be used for personal and scientific purposes, as well as for research and educational purposes. It is strictly forbidden to change, rewrite, systematically copy, redistribute, sell, publish or in any way use the material for commercial purposes.
Systematic and/or automated duplication of content, such as but not limited to, text-mining and data-mining is not allowed without prior consent from NIAS.  Please contact the NIAS Library for further information.
All usage is subject to the Privacy Policy of the AsiaPortal.