2020 年 97 巻 p. 125-142
This paper focused on a content analysis of the Zexy magazine to examine
the ideal marriage image constructed in it. Before the appearance of a
specialized marriage information magazine, the sources of information were
limited, so individuals （consumers） had little choice in their own weddings.
Therefore, it can be said that the concept of a “marriage between two
families” was still emphasized in weddings. The appearance of specialized
marriage information magazines in the 1990s prompted a change in
wedding culture back then.
Among them, Zexy, which was launched in 1993, has changed from a
magazine which was aimed to show information about married life, into a
magazine which focuses on bridal information only about weddings.
At the same time, it became clear that the ideal marriage concept
presented in the magazine changed from a “marriage involving entire
families” in the 1990s to “a marriage between two individuals.” In addition,
it is also revealed the process by which Zexy socially builds a wedding into
an event in which the bride has the right to make decisions.