Gendered power relations in the digital age: an analysis of Japanese women’s media choice and use within a global context

Kaori Hayashi*, Pablo J. Boczkowski, Neta Kligler-Vilenchik, Eugenia Mitchelstein, Keren Tenenboim-Weinblatt, Mikko Villi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


This study investigates the persistence of gendered choice and use of media, particularly in Japanese domestic settings. It shows how women’s significant presence in the digital media environment does not necessarily translate into substantial changes in gendered power dynamics in choosing and using particular media for certain purposes at home. This project’s authors, researchers from Argentina, Finland, Israel, Japan, and the US, analyzed interview data from Japan by drawing on the Foucauldian concept of micro-level power, which is categorized into three main types: personal authority, media affordances, and space-time constellations. Through this process, we interviewed 77 individuals, revealing that persistent gendered media choices and use exist in Japan. The project team also looked for similar cases in other countries for further theoretical implications. As a result of this investigation, we argue that the patriarchy continues to influence women’s choice and use of media at home even in this media-saturated digital age. Our interview data show that “old media” such as radio, television, newspaper, and magazines not only mediate information and entertainment contents at home, but also structure people’s quotidian use of media, both old and new, and sustains existing gendered assumptions and values.

Original languageAmerican English
Pages (from-to)1905-1922
Number of pages18
JournalFeminist Media Studies
Issue number5
StatePublished - 2023

Bibliographical note

Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.


  • Media choice
  • cross-national research
  • domestic settings
  • media use
  • micro-level power


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