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Refiguring Women, Colonialism, and Modernity in Burma$
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Chie Ikeya

Print publication date: 2011

Print ISBN-13: 9780824834616

Published to Hawaii Scholarship Online: November 2016

DOI: 10.21313/hawaii/9780824834616.001.0001

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PRINTED FROM HAWAII SCHOLARSHIP ONLINE (www.hawaii.universitypressscholarship.com). (c) Copyright Hawaii University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in HSO for personal use.date: 18 September 2021

Modern Woman as Consumer

Modern Woman as Consumer

Fashion, Domesticity, and the Marketplace

(p.96) 4 Modern Woman as Consumer
Refiguring Women, Colonialism, and Modernity in Burma

Chie Ikeya

University of Hawai'i Press

This chapter examines two distinct images of the modern woman as a consumer: the fashionista and the housewife-and-mother. Aside from the educated, patriotic, and politicized woman, another incarnation of the modern woman was the consumerist woman. The epitome of the khit hmi thu as consumer was the fashionista, who was associated with self-indulgent consumption. A less eye-catching icon of consumerism was the housewife-and-mother, who was associated with wise and dutiful consumption. Both the fashionista and the housewife-and-mother were closely linked to new bodily practices that placed emphasis on health, hygiene and beauty, self-improvement, and self-fulfillment. This chapter considers how commodity consumption enabled the fashionista and the housewife-and-mother to transform themselves and at the same time improve domestic life.

Keywords:   modern woman, fashionista, housewife-and-mother, consumerist woman, khit hmi thu, consumption, consumerism, beauty, domestic life, mother

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