Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 23 June 2021

Abstract and Keywords

This article studies the transformation of the young female from a member of the “kawaii”, or cute, culture of the 1980s to a dominant signifier of the Japanese-horror (J-horror) genre of the late 1990s. It first examines the context for the kawaii style and the specific role that was played by the shôjo during the late 1980s, before looking at the changes that the shôjo went through in the J-horror films of the late 1990s. It then takes a closer look of the role of the shôjo in three iconic films of the J-horror genre, namely: Audition, Ringu, and Ju-on. This article shows that the sudden increase of popularity of horror films occurred during times of social upheaval, and that the shôjo can signal the joy of self-indulgent consumption (kawaii style) or can trigger deep-felt anxieties (J-horror).

Keywords: shôjo, kawaii, Japanese-horror, iconic films, J-horror genre, popularity, horror films, social upheaval

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.