Jump to ContentJump to Main Navigation
Creating the Nisei MarketRace and Citizenship in Hawaii's Japanese American Consumer Culture$
Users without a subscription are not able to see the full content.

Shiho Imai

Print publication date: 2010

Print ISBN-13: 9780824833329

Published to Hawaii Scholarship Online: November 2016

DOI: 10.21313/hawaii/9780824833329.001.0001

Show Summary Details
Page of

PRINTED FROM HAWAII SCHOLARSHIP ONLINE (www.hawaii.universitypressscholarship.com). (c) Copyright Hawaii University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in HSO for personal use.date: 01 July 2022

Nisei Womanhood and the Culture of Personality

Nisei Womanhood and the Culture of Personality

(p.61) Chapter Three Nisei Womanhood and the Culture of Personality
Creating the Nisei Market

Shiho Imai

University of Hawai'i Press

This chapter examines how Nisei women, by virtue of their liminality, took advantage of the emerging culture of personality in Hawaiʻi and invested it with subcultural values consistent with Japanese American ideals of whiteness and East-West hybridity. It considers how American consumer culture became liberating and limiting for Honolulu's Nisei youths, and especially young women who cultivated ideal personality traits engendered by the values of neatness, cleanliness, and feminine respectability. It discusses the ways in which Nisei attitudes toward race and class reflected and shaped Honolulu's Nisei consumer culture by focusing on the experiences of Nisei students at two high schools, McKinley and Farrington. It also describes the Department of Public Instruction's efforts to promote consumer culture through health education. Finally, it explains how Nisei women used their knowledge of fashion and beauty to carve a niche in the emerging businesses that catered to women—the cosmetology and retail markets.

Keywords:   personality, Hawaiʻi, whiteness, consumer culture, race, class, Nisei students, health education, Nisei women, beauty

Hawaii Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.