Article ID: CBB288057486

Racialising Baby Boys: Racial and Gender Politics in Infant Formula Advertisements in Cold War Korea, 1950s–1960s (2022)

unapi

This article examines the racial and gender politics in infant formula advertisements in post-war South Korea as one aspect of the transition between the Japanese empire and the new Cold War order. Despite the efforts to make the transition between the two orders seamless, the issue of infant feeding reveals the continuously shifting and unstable alliances, tensions and complexities of the socioeconomic and ideological nature of infant feeding and the incomplete overlapping between Japan and the United States in Cold War formations. Through a race and gender-conscious reading of advertisements in local newspapers and childrearing literature, this article demonstrates how nursing babies were racialised vis-à-vis Japan and the United States. Through the iconography of baby boys in infant formula advertisements, the practice of bottle feeding and, by extension, autonomy were masculinised.

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Authors & Contributors
Anderson, J. L.
Dober, Gregory J.
Hicks, Marie
Hornblum, Allen M.
Ignaciuk, Agata
Jacobs, Bo
Journals
Isis: International Review Devoted to the History of Science and Its Cultural Influences
Social History of Medicine
Agricultural History
British Journal for the History of Science
Cold War History
East Asian Science, Technology and Society: An International Journal
Publishers
Palgrave Macmillan
University of Chicago Press
Cambridge University Press
Manchester University Press
MIT Press
Rutgers University Press
Concepts
Cold War
Children
Masculinity
Race
Gender
Science and politics
People
Milgram, Stanley
Johann Jakob von Tschudi
Time Periods
20th century, late
19th century
20th century
21st century
18th century
Places
United States
South Korea
Great Britain
Asia
Poland
Switzerland
Institutions
UNESCO
International Union for Conservation of Nature and Natural Resources (IUCN)
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