Writing Queens on the Small Screen
Chapter 3 explores shifting processes of enregisterment through analysis of onē-kyara-kotoba (queen-personality-talk) as written into impact-captions in lifestyle television during the queen-personality boom (middle of the first decade of the 2000s). In makeover media of this period, queen-personalities were proof that readers and viewers alike could remake themselves into a newer and better “me” by applying hard work and dedication to fashion, cosmetics, culinary skills, and interpersonal relationships. Manipulation of language resources and metapragmatic stereotypes of femininity and masculinity are fundamental to processes through which the desire to transform is created. Taking the lifestyle variety television show onēMANS (NTV) as the main focus, the chapter analyzes how the look and the sound of the queerqueen is recontextualized into a heteronormative framework through manipulation of font, animation, color, and orthographic stylization in impact-captions. Editorial interventions inscribe the sonic qualities of queen-personality talk in ways that simultaneously celebrate their transformational power and threaten to expose their (in)authenticity.
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