Homens "herbívoros" no Japão

: um estereótipo da geração Heisei

Abstract

This dissertation covers the topic of the social phenomenon of “herbivore” men inJapan. By approaching the social and economic factors of the second half of the twentiethcentury, the main purpose of this study is to shed a light on the generational and genderissues that arise from this phenomenon. Thus, we deconstruct the stereotype of “herbivore”men based on an article published in 2009 by an online newspaper, Yomiuri Shinbun. Wethen analyze how these social, economic and technological factors help change the idealsof the young generations to which this social group belongs. Additionally, the visualcreation and the representation of the behavior of the “herbivore” man is also approached.Lastly, we observe the discourse present in a variety of samples taken from onlineplatforms, such as videos, articles and blog posts, in order to understand the diversity ofopinions and meanings that the expression “herbivore men” has acquired over the years.From this investigation it is possible to understand that although there is a strongstereotype of these men due to a generational conflict, there is, on the other hand, aninterest and a reach for an understanding of this phenomenon, mainly coming from youngpeople.

Date of Award	12 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Elisabetta Colla (Supervisor)