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Japan’s Popular Culture: participation and consumption. The basis of participation Mass consumption versus individual expression Mediums of homogenization Alternative culture. Bounce Ko Gals. What forms of individual expression do you see?

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japan s popular culture participation and consumption
Japan’s Popular Culture:participation and consumption
  • The basis of participation
  • Mass consumption versus individual expression
  • Mediums of homogenization
  • Alternative culture

Bounce Ko Gals

  • What forms of individual expression do you see?
    • How would you categorize them in terms of participation and consumption?
  • What groups do you see?
    • How are they structured and what rules do they have?
  • Any sign of alternative cultures or sub-cultures?
  • What is this director saying about Japanese society?

Japan’s Popular Culture:participation and consumption

  • Consider the capacity for individual expression within a mass culture society.
the basis of participation
The Basis of Participation
  • Shumi (tastes or hobbies)
  • Appreciation
  • Practice
  • Traditional & modern education systems
mass consumption versus individual expression
Mass consumption versus individual expression
  • From labor saving machines to consumption as expression
  • The burdens of reciprocity
  • Time pressures of modern life
  • Emptiness of economic struggle
  • Escape to Manga, Pachinko, Karaoke
centralized mediums of homogenization
Centralized mediums of homogenization
  • Education
  • Television
  • Newspapers and other publications
  • Industrialization of the arts
  • National organization in general

Hamasaki Ayumi

Empress of J-Pop

alternative culture
Alternative culture
  • Otaku, Lolitas, and other manga children
  • Street fashion, theatre, music
  • Environmental groups and communities
  • Political activism
  • Homosexual and bisexual communities
  • Deviant groups
  • New religions
21st century alternatives
21st Century Alternatives
  • Freeters: 15 to 34; part-time or temporary employment; live as parasite singles with parents; difficult to start a family and career later in life; moratorium, dream-pursuing, and no alternative types; approx. 2 million.
  • NEETS: “NOT currently engaged in EMPLOYMENT, EDUCATION or TRAINING,” dropped out the work force and with little desire to join; 850,000.
  • Otaku: obsessive fans, usually male, preoccupied with manga, anime and computer games; subculture, shunning mass-market anime films or commercially successful characters, but great influence on mass culture; fan service, dating simulation, role playing; 1.7 million.
  • Hikikomori: young men who isolates themselves from society and family in a single room for at period exceeding six months to decades; live in fantasy world of manga, anime, and computer games; reasons—social pressure to conform, lack of own tatemae and honne, affluence, amae between mother and son, recession, education system; 50,000 to 1 million.
  • Coplay: dressing as characters from manga, anime, and video games; also television shows, movies, or Jpop music bands.

Market Impact of the real fanatic Otaku

Field Population (*1) Market Scale (*2)

Comics 350,000 ¥ 83 billion

Animation 110,000 ¥ 20 billion

Idols (*3) 280,000 ¥ 61 billion

Games 160,000 ¥ 21 billion

PC assembly 190,000 ¥ 36 billion

Audio-visual 60,000 ¥ 12 billion


Mobile IT 70,000 ¥ 8 billion


Autos 140,000 ¥ 54 billion

Travel 250,000 ¥ 81 billion

Fashion 40,000 ¥ 13 billion

Cameras 50,000 ¥ 18 billion

Railways 20,000 ¥ 4 billion

Total 1.72 million ¥ 411 billion HK 27,123,400,00

marketing to otaku the 3cs
Marketing to Otaku: the 3Cs
  • Collection : Promote continuous consumption by adding elements of collecting to products and services
  • Creativity : Introduce products that could be converted or for which there is room for reconstruction. Strengthen consumer attachment to a product by providing an outlet for creativity in consumer activities of the user.
  • Community : Promote consumer activities by providing a place to exchange/transmit information and demonstrate their own creative activities.
summing up
Summing up
  • Can Japanese women express themselves and assert their equal rights in what has been a male dominated society.
  • Does the education system in enable equal opportunity and individual expression.
  • Does religion plays a significant role in shaping behavior and enriching life in Japan.
  • Is their room for individual expression within Japan’s mass culture society.