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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