Description

As I write …

Hello. I’m J. Felt, a writer from the “MeeNIi”.

Kogaru (コギャル) culture, which originated in Japan in the 1990s, has become more than just a fashion trend, but an important rebellion against the established generation in Japanese society. This book examines the phenomenon from various perspectives, exploring its origins, development, and impact on Japanese society.

Drawing on interviews with researchers, cultural critics, and those directly involved in kogaru culture, this book provides a comprehensive and vivid portrait of the phenomenon, exploring every aspect of kogaru, from its fashion, language, and behavior to its media representation, social reactions, and legacy as a culture of rebellion against the modern Japanese establishment.

We hope that readers interested in the culture of our neighboring country, Japan, researchers of youth counterculture, and anyone interested in the process of identity formation in contemporary society will find this book to be a valuable insight.

Thank You.

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Contents

As I write …                                  6

1. 1. What is Kogaru? 9

   ∎ Definition and Concepts of Kogaru

   ∎ The rise of Kogaru in Japanese society

2. History of Kogaru                      15

   ∎ Japan’s Economy and Culture in the 1990s

   ∎ Formation and evolution of Kogaru culture

3. Kogaru’s fashion and style 23

   ∎ School uniform fashions and variations

   ∎ Makeup and hairstyles

   ∎ Accessories and trends

4. Language & communication, Kogaru   39

   ∎ Features of Kogaru

   ∎ Japanese youth culture and language change

5. Kogaru and the media 49

   ∎ Kogaru in magazines and ads

   ∎ Portrayals in television and movies

6. Kogaru’s social impact 58

   ∎ Controversy and criticism in Japanese society

   ∎ Rethinking female imagery and gender roles

7. Decline and Change in Kogaru Culture 67

   ∎ Kogaru since the 2000s

   ∎ Comparison to modern Japanese youth culture

8. Kogaru from a global perspective 78 

   ∎ Kogaru Recognition Overseas

   ∎ Kogaru’s impact on other cultures

9. The trail left by Kogaru 88

   ∎ Long-term impact on Japanese society and culture

   ∎ Future research possibilities

10. Appendices 102  

    ∎ Key terms explained

    ∎ References and resource lists

All rights reserved                          111