Reconsidering “Bi-shojo Kyara”/“Moe Kyara” Flaming

Abstract

  This paper aims to refine the discussions on “bi-shojo kyara”（commonly known as “moe kyara”）. First, arguments criticizing “bi-shojo kyara” from the perspective of gender equality are problematic in two ways. Such discussions tend to（1）falsely assume that all “bi-shojo kyara” look sexual, and（2）pay attention only to the sexual appearance of “bi-shojo kyara” and dismiss other viewpoints that women’s studies have pointed out. This paper explores the criticism against advertisements with representations of women, which women’s studies and activities have made for several decades, and proposes analyses on “bi-shojo kyara” from the following three perspectives: their（1）sexual appearance;（2）character and settings;（3）necessity of using representations of women. Next, from analyses of actual advertisements with “bi-shojo kyara,” this paper considers that “bi-shojo kyara” has no problems when perceived from those three perspectives. This paper considers the unique issues and potential of “bi-shojo kyara” due to their fiction-ness. Consequently, this paper insists “bi-shojo kyara” should not be denied from biased viewpoints based on misunderstandings and should be studied based on their realities.