Article ID: CBB288057486

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


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
Jacobs, Bo
Nicholson, Ian A. M.
Martschukat, Jürgen
Stieglitz, Olaf
Hornblum, Allen M.
Newman, Judith L.
Isis: International Review Devoted to the History of Science and Its Cultural Influences
Social History of Medicine
Film & History: An Interdisciplinary Journal
East Asian Science, Technology and Society: An International Journal
Engineering Studies
Business History Review
University of Chicago Press
Palgrave Macmillan
Cambridge University Press
University of Minnesota Press
MIT Press
Cold War
Science and politics
Milgram, Stanley
Time Periods
20th century, late
20th century
19th century
21st century
18th century
United States
South Korea
North America
Great Britain
Mississippi (U.S.)
History of Science Society

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