Abstract
This work illustrates the gender discourse in Lolita fashion. Lolita clothing is a kind of clothing in ancient European style which is adapted by Japanese designers, and Lolita subculture is cultivated by mass as a result of its popularity. Most of its enthusiasts are female, thus it will be beneficial to the development of female subculture if the gender discourse signified by Lolita fashion is analyzed thoroughly. Based on Gramsci’s “hegemony” theory, this paper analyzes the male hegemony, female resistance and their “negotiation” in texts about Lolita fashion. They are divided into two categories, one is ideological and related to man’s gaze, another is economic and related to division of labor between sexes. It is concluded that Lolita fashion or subculture is a field of “negotiation” between male chauvinism and female resistance. These two discourses tend to compromise with each other, while it is still difficult to tell which one is dominant at present.
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