Paper short abstract:

Television drama creators have increasingly sought to produce content that appeals to older, female viewers, including content that challenges mainstream perceptions of motherhood and romantic or sexual desire. This paper examines how successful they are in reframing such discourses.

Paper long abstract:

As the digital age marches on, 'traditional' forms of media are increasingly forced to adapt or risk becoming redundant. This is particularly so for television in Japan, which has experienced significant audience diversification since the 1980s. As ratings dwindle, the urgency to create programming that captures the attention of the increasingly discerning viewer has not abated. In the case of television drama, which is often credited not only for its attempt to reflect contemporaneous social trends but also, in some cases, to inspire them, there has been an increasing awareness of the need to offer diverse representations of women, who make up the majority of the audience. As women are marrying and having families later, if at all, creators of drama must reflect these changes, if they are to appeal to their core audience. Not only are drama heroines becoming older, they are beginning to challenge taboos regarding motherhood, desire and sexuality, with varying degrees of success. In particular, there has been a trend for representations of single mothers pursuing romantic relationships with younger men, breaking the pristine fantasy of the undesiring mother. Female writers and producers have played a significant role in pushing these boundaries. At the same time, creators of drama must be careful not to alienate mainstream audiences with messages that are perceived as being too controversial, particularly within the context of a conservative backlash against the social advancement of women. Focusing its gaze on the romantic drama genre, this presentation will consider to what extent producers are successful in maintaining this delicate balancing act whilst reframing discourses of female desire, motherhood and older women.