從「教化」到「大眾」，及其「轉向」――《臺灣婦人界》的出版者、讀者們與女性形象的生產

From“Indoctrination”to“Mass Orientation”and Its“Turn”—The Taiwan Women’s World (Taiwan Fujinkai), Its Publishers and Readers, and the Creation of Female Imagery

本文考察1934年創刊於殖民地臺灣的婦女雜誌《臺灣婦人界》如何在外部環境與內部多重行動者的力量下誕生、轉換路線，並形塑理想的女性形象。
從日本帝國與殖民地臺灣社會雙重的視野下可見，《臺灣婦人界》是在日本商業女性雜誌大量輸入臺灣及社會教化運動推行的時代中創刊。在此背景下，該誌強調兼顧大眾娛樂與殖民地教化，但實際上教化多於娛樂的色彩，已無法滿足在帝國版圖的閱讀市場中培養通俗品味的讀者；因此在創刊不久後，便在讀者的力量下走向大眾化。然而，歷經資金困境改組後，與官方合作的資本家夫人成為出版者，致使雜誌再次走回教化路線。隨著時局演進，該誌更與軍方合作，轉向戰爭協力，成為國家總動員的媒體。
在不同的發展階段，該誌呈現了「教化」與「大眾」兩條迥異路線的擺盪拉扯，並產出多樣的女性形象。其中，訴求維護傳統家庭制度的賢妻良母，折射出殖民地社會的邊陲性；培養「勤勞」美德的呼籲，則對應殖民地風氣的「缺陷」。另一方面，讀者來函卻顯露喜愛大眾文藝、關心戀愛議題、追求尊重人格的女性讀者面貌。
本文凸顯了雜誌內容的變化及展現其中的女性形象，如何在男性媒體人、女性「大眾」讀者、具官方色彩的資本家夫人，以及圍繞著他們的帝國與殖民地雙重磁場中產生。

This article examines how the women’s magazine The Taiwan Women’s World（Taiwan Fujinkai）, first published in colonial Taiwan in 1934, emerged under the influence of external contexts and multiple internal actors, underwent shifts in its editorial direction, and contributed to shaping the image of the ideal woman.
Viewed from the dual perspectives of the Japanese Empire and colonial Taiwanese society, the magazine was launched during an era marked by the influx of Japanese commercial women’s magazines into Taiwan and the promotion of a social educational campaign. In this intertwined context, the magazine emphasized a balance between mass entertainment and social education. However, its content leaned heavily towards indoctrination rather than entertainment, failing to satisfy readers who had cultivated a popular taste in the imperial reading market. Shortly after its inception, the magazine shifted toward a mass-market orientation under pressure from readers. Nevertheless, following financial difficulties and a subsequent reorganization, its publication fell under the control of a capitalist’s wife with official affiliations, which led to a return to an indoctrination-oriented approach. As the socio-political environment evolved, the magazine eventually collaborated with the military, turning toward wartime propaganda and serving as a medium for national mobilization.
Throughout its various developmental stages, the magazine oscillated between the distinct paths of indoctrination and mass orientation, producing a diverse range of female imagery. Among these representations of women, the image of the wise wife and good mother advocating for the preservation of traditional family structures reflected the peripheral status of colonial society. Simultaneously, calls to foster the virtue of diligence were aimed at addressing perceived deficiencies in colonial social norms. By contrast, letters from readers revealed a preference for popular literary content, an interest in romantic topics, and a depiction of women readers who sought respect for their individuality.
This article delineates how changes in the magazine’s content and the presentation of female imagery emerged from interactions among male media professionals, female“mass”readers, the capitalist’s wife with official ties, and the dual influences of imperial and colonial forces that surrounded them.