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queerqueenLinguistic Excess in Japanese Media$
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Claire Maree

Print publication date: 2020

Print ISBN-13: 9780190869618

Published to Oxford Scholarship Online: August 2020

DOI: 10.1093/oso/9780190869618.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 18 January 2022



Writing Queens on the Small Screen

(p.58) (p.59) 3 Queen-Personality-Talk

Claire Maree

Oxford University Press

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.

Keywords:   enregisterment, queen-personality talk, onē-kyara no kotoba, makeover media, transformation, metapragmatic stereotype, impact-captions, orthographic stylization, multimodal, authenticity

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