Japan’s Popular Culture: participation and consumption

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Japans 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? - PowerPoint PPT Presentation


  • Japans Popular Culture:participation and consumptionThe basis of participationMass consumption versus individual expressionMediums of homogenizationAlternative culture

  • Bounce Ko GalsWhat 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?

  • Consider the capacity for individual expression within a mass culture society.Japans Popular Culture:participation and consumption

  • Japans Popular Cultureparticipation and consumption

  • The Basis of Participation

    Shumi (tastes or hobbies)AppreciationPracticeTraditional & modern education systems

  • Mass consumption versus individual expression

    From labor saving machines to consumption as expressionThe burdens of reciprocityTime pressures of modern lifeEmptiness of economic struggleEscape to Manga, Pachinko, Karaoke

  • Top Ten Leisure Activities in Japan (Uso!)

  • Centralized mediums of homogenizationEducationTelevisionNewspapers and other publicationsIndustrialization of the artsNational organization in general

  • Hamasaki AyumiEmpress of J-Pop

  • Alternative cultureOtaku, Lolitas, and other manga childrenStreet fashion, theatre, musicEnvironmental groups and communitiesPolitical activismHomosexual and bisexual communitiesDeviant groupsNew religions

  • 21st Century AlternativesFreeters: 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; reasonssocial 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 less fanatic OtakuHK$ 92,919,300,000



    Market Scale


    1 million

    100 billion



    20 billion



    60 billion



    78 billion

    PC assembly


    32 billion

    Audio-visual equipment


    42 billion

    Mobile IT equipment


    15 billion



    172 billion


    2.2 million

    712 billion



    76 billion



    75 billion



    26 billion


    6.46 million

    1,408 billion

  • Market Impact of the real fanatic OtakuFieldPopulation (*1) Market Scale (*2) Comics350,000 83 billionAnimation110,000 20 billion Idols (*3)280,000 61 billion Games160,000 21 billion PC assembly190,000 36 billion Audio-visual 60,000 12 billionequipment Mobile IT 70,000 8 billionequipmentAutos140,000 54 billionTravel250,000 81 billionFashion40,000 13 billionCameras50,000 18 billionRailways20,000 4 billionTotal 1.72 million 411 billion HK 27,123,400,00

  • Five Types of Otaku, from Six Criteria

  • Marketing to Otaku: the 3CsCollection : Promote continuous consumption by adding elements of collecting to products and servicesCreativity : 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 upCan 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 Japans mass culture society.


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