There seems to be an obsession with cuteness in the Japanese society as it is used to sell everything. The Japanese music industry too seems to emphasize on cuteness especially on their female...Show moreThere seems to be an obsession with cuteness in the Japanese society as it is used to sell everything. The Japanese music industry too seems to emphasize on cuteness especially on their female idols and they are using cuteness to their advantage. The role of cuteness in the Japanese girl groups has three aspects that are all related to each other. First of all, it is entirely commercial. They use cuteness as their group's concept to establish a fan base that will support them. This means that as they get more popular they get offers to act and/or model for a certain brands. In other words, the more fans are willing to consume the girl groups, the more they will earn. Secondly, cuteness is just a group's concept which means that the group's cuteness is simply an performance of being an idol. Cuteness has always been associated with femininity and their performance of cuteness is thus them performing their socially constructed gender roles to appeal to their male fans. This is only reinforced in the way they dress, talk and sing. It is part of a marketing strategy set up by their company. Lastly, cuteness could be used to escape reality. By consuming cuteness people try to breakout from their constructed gender roles. Both the fans and the female idols share the same sentiment. Consumption of girl groups is like a hobby for many fans. They do not have to think about their duties and obligations in real life and their gender roles. The female idols too are challenging their predestined role that society have given them and take matter in their own hand as they are the one that are earning an income. Female idols are not passive or submissive, but have their own agency in the Japanese music industry.Show less
