Mediated representation of sex and pleasure in contemporary Vietnam : a case of Lua Am Magazine

In contemporary Vietnam, State concern regarding sexual matters focuses almost exclusively on the sexual and reproductive health of women, encouraging improvement in the material 'quality' of the population. This example of State 'biopower' discursively directs women away from pursuing unconfined pleasure fearing the threat of disease, delinquency or even death. This article examines changing notions of intimacy in the Vietnamese media, focusing on a women's magazine, Lua Am. We argue that this emerging media further underscores the values outlined by the State, contemporary 'Western' consumption practices undergirding promotion of 'selfish' attitudes, to achieve 'perfect' Western lifestyles.