Spring Term 2024 Japanese Pop Culture Lectures PDF
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ArtSpark School
2024
Kristina Barancovaite-Skindaraviciene
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Summary
This document outlines a Spring 2024 course on Japanese pop culture. The course will cover various aspects of Japanese popular culture, including anime, manga, music, fashion, video games, and film. Assignments and exams are also detailed.
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Spring Term 2024 Kristina Barancovaite-Skindaraviciene artsparkschool.com Lectures: Mondays 11:15-13:45, room 310 Putvinskio 23 Seminars: Mondays 14:00-14:45 (1st group), 15:00-15:45 (2nd group) Assignments for seminars (lecturer Kristina): for each seminar you will have to read an assigned article...
Spring Term 2024 Kristina Barancovaite-Skindaraviciene artsparkschool.com Lectures: Mondays 11:15-13:45, room 310 Putvinskio 23 Seminars: Mondays 14:00-14:45 (1st group), 15:00-15:45 (2nd group) Assignments for seminars (lecturer Kristina): for each seminar you will have to read an assigned article or to do an assigned task. This is a prerequisite for a successful participation in a seminar discussion or activity. Note that the article material will be included into the midterm test questions. Kristina Barancovaite-Skindaraviciene Exam (test with open questions)- 40% Midterm exam (test with mixed type questions)- 30% Homework (opinion papers)- 30% (3 opinion papers per 10%) ___________________________________ 3 opinion papers (on topics related to Korean, Japanese and Chinese popular culture) of 800-900 words to be uploaded to Moodle after each country’s case part of the lectures. Your argument on a selected topic should include introduction, main part and conclusions. Do not forget the references!!! Kristina Barancovaite-Skindaraviciene Lecture slides, suggested literature lists, reading assignments and other related materials will be placed on Moodle site every week, so do not forget to check Moodle regularly! If you are not registered on Moodle of this course, please consult the teacher immediately. Kristina Barancovaite-Skindaraviciene Two parts: -popular culture in theory -cases of Korea, Japan and China Kristina Barancovaite-Skindaraviciene Photo: https://sundial.csun.edu Now let‘s jump to jamboard: https://jamboard.google.com/d/1ERuiSFD91i22nWYloohxP_yD PgScIMcm9eEW6aOx5ww/edit?usp=sharing Kristina Barancovaite-Skindaraviciene Kristina Barancovaite-Skindaraviciene 1.Introduction to Japanese Pop Culture: 1. Definition and scope of Japanese pop culture. 2. Historical background and evolution. 2.Anime and Manga: 1. Exploration of the anime and manga industry. 2. Key genres, popular series, and their impact. 3. Global influence and fandom. 3.J-Pop and Music: 1. Overview of the Japanese music industry. 2. Analysis of J-Pop and its various sub-genres. 3. Influence of Japanese music on the global stage. 4.Fashion and Street Culture: 1. Trends in Japanese fashion. 2. Street fashion styles like Harajuku and Gyaru. 3. Influence of Japanese fashion on the global fashion scene. 5.Video Games: 1. Historical development of the Japanese video game industry. 2. Iconic games, gaming culture, and eSports. 3. Impact on global gaming trends. 6.Film and Television: 1. Overview of Japanese cinema and television. 2. Notable directors, actors, and film genres. 3. International recognition and influence. 7.Pop Culture Icons: 1. Discussion of iconic figures in Japanese pop culture. 2. Impact of characters like Hello Kitty, Pokémon, and others. 8.Cultural Festivals and Events: 1. Introduction to cultural festivals like Comiket and events like Tokyo Game Show. 2. The role of these events in promoting Japanese pop culture. 9.Cultural Impact and Soft Power: 1. Exploration of Japan's use of soft power through pop culture. 2. How Japanese pop culture influences global perceptions of Japan. 10.Social and Technological Aspects: 1. Examination of the role of social media in promoting Japanese pop culture. 2. Impact of technology on the creation and distribution of pop culture content. 11.Challenges and Criticisms: 1. Addressing challenges and criticisms within Japanese pop culture. 2. Discussion on cultural appropriation, stereotypes, and other issues. 12.Future Trends: 1. Exploration of emerging trends in Japanese pop culture. 2. Predictions for the future development and global impact. Kristina Barancovaite-Skindaraviciene A general process of intellectual, spiritual and aesthetic development A particular way of life, whether of people, a person or a group Signifying practices (“the works and practices of intellectual and especially artistic activity”) K.Barancovaitė-Skindaravičienė Culture =texts+practices (signifying practices) Signify/produce MEANING Popular culture= certain way of life + signifying practices K.Barancovaitė-Skindaravičienė Consider that: -popular culture emerged following industrialization and urbanization -popular culture is always defined in contrast to other conceptual categories: folk culture, elite culture, working- class culture, etc. ‘Empty’ concept ‘Relational’ concept K.Barancovaitė-Skindaravičienė Seen as distinct from other forms of culture according to its value in an implied hierarchy of artistic value ART REMAINS DISTINCT FROM POP BECAUSE MANY PEOPLE CONTINUE TO BELIEVE IT IS. (Taylor Atkins, 2023:22) Kristina Barancovaite-Skindaraviciene Designates entertainments produced for and consumed by non-elites (those who do not govern or control economic resources) “Communities of taste”: social distinction defined by consumption habits Folk culture vs. popular culture: non-profit, no author, traditional vs. profit-oriented, intellectual property, depart from tradition Kristina Barancovaite-Skindaraviciene 1) Culture that is well liked by many people (quantitative dimension) 2) Culture that is left over after high culture (inferiority dimension) mass produced vs. individual act of creation commerce vs. quality K.Barancovaitė-Skindaravičienė Kristina Barancovaite-Skindaraviciene 3) A mass culture consumed passively Popular culture as a form of public fantasy, representation of collective wishes and desires Is commercial culture always successful financially? 4) Culture that originates from ‘the people’ Who are these ‘people’? 5) A site of struggle between subordinate and dominant groups (perspective of hegemony theory) 6) Postmodernist view: no distinction between high and popular culture (blurring ‘authentic’ with ‘commercial’) K.Barancovaitė-Skindaravičienė https://www.youtube.com/watch?v=mrHj59HbFGM&t=83s Kristina Barancovaite-Skindaraviciene Kristina Barancovaite-Skindaraviciene Kristina Barancovaite-Skindaraviciene Kristina Barancovaite-Skindaraviciene Kristina Barancovaite-Skindaraviciene SEBASTIAN MASUDA “ALICE×DOLL – ALICE IN WONDERLAND AND THE DOLLS” EXHIBITON, 2023-2024 Kristina Barancovaite-Skindaraviciene ATTACHING DATA TO THEORY OR BUILDING THEORY FROM DATA? „POCO POP“ approach: study of popular culture by including cultural studies theory „POP TO PREP“ approach: study of popular culture as intercultural skills K.Barancovaitė-Skindaravičienė Characters (narrative and non-narrative) Music (idols, J-pop, K-pop etc.) Cinema Television (TV dramas, popular shows etc.) Videogames Media and technology (vocaloids, emoji, purikura etc.) Anime Printed media: manga, magazines, popular literature Sites and spectacles (festivals, particular places) Fashion … K.Barancovaitė-Skindaravičienė POSSIBLE CATEGORIES OF EA POPULAR CULTURE SEE YOU NEXT WEEK! Kristina Barancovaite-Skindaraviciene Harajuku and Shibuya: the centers of kawaii fashion Harajuku: Lolita style Shibuya: Gal style Kyary Pamyu Pamyu: “Harajuku fashion isn’t about imitating somebody else. That’s why I feel wonderful. Everyone in Harajuku wears what they themselves think is kawaii”. Misako Aoki: “I think that even after we grow up, every girl has the desire to be a princess, and playing dress-up is fun no matter how old you are. Dressing in Lolita fashion satisfies my desire to be a princess and to dress up. Also, I didn’t have much confidence when I was in junior high and high school, but I believe wearing such outputs made me feel stronger. I guess dressing in these outfits is a way for me to assert myself”. K.Barancovaitė-Skindaravičienė Harajuku as the symbol of youth subcultures and fashion The aim: to satisfy akogare (longing) for fantasy world Aomoji-kei: wearing whatever you like (fashion is based on creativity, self-expression and freedom) Two main elements: fashion (Lolita) and music (Visual-kei) Tradition and modernity („Visual kei is all kabuki“) From players to creators Close relation between art and consumption (Higuchi Yuko, Sebastian Masuda...) K.Barancovaitė-Skindaravičienė Visual kei and kabuki Kawaii Monster Cafe in Harajuku K.Barancovaitė-Skindaravičienė Sushidelic restaurant in New York K.Barancovaitė-Skindaravičienė Kawaii Ambassadors In 2009 the Ministry of Foreign Affairs of Japan assigned three Kawaii Ambassadors: Misako Aoki, Yuu Kimura, Shizuka Fujioka K.Barancovaitė-Skindaravičienė Misako Aoki, 2024 K.Barancovaitė-Skindaravičienė Seiko Matsuda Kawaii idol of 1980s www.seikomatsuda.co.jp K.Barancovaitė-Skindaravičienė https://www.youtube.com/watch?v=7uePXqPyROQ Kyary Pamyu Pamyu An unofficial Kawaii Ambassador, “Harajuku Pop-Princess” https://www.youtube.com/watch?v=mAGyQ5Rmz7o K.Barancovaitė-Skindaravičienė Kawaii-related concepts Moe- strong sense of preference/ attachment Meido- waitresses of cafes wearing a uniform Sailor-fuku- girls’ school uniform K.Barancovaitė-Skindaravičienė Kawaii as emotion Kindchenschema by Konrad Lorenz (1943): a set of physical features that make an object to be perceived as cute, inviting to be approached, nurtured and protected. Infantility is only one element of kawaii, not a necessary condition. Psychological and behavioral effects of kawaii according to Nittono (2016): ✓ Draws attention and interest; ✓ Induces positive feelings; ✓ Increases carefulness and narrows the focus of attention; ✓ Improves interpersonal relations (‘kawaii spiral’ and ‘kawaii triangle’ caused by smile) Japanese culture and kawaii: amae (behavior aiming to gain love and acceptance from others); chizimi shikō (orientation towards miniature, small and touchable things); ō-gata (cultural value that appreciates harmony rather than fighting and overreaching others) K.Barancovaitė-Skindaravičienė Characteristics of kawaii objects/characters Small Round Soft K.Barancovaitė-Skindaravičienė Of pastel color Helpless Kawaii characters Anime characters Yuru-kyara (mascots) Appearance: round, soft, big eyes, lacking body or face parts Imperfectness, helplessness, sincerity K.Barancovaitė-Skindaravičienė Yuru-kyara Yurui kyarakutaa- loose character The first yuru-kyara: Kewpie for mayonnaise company (1909) Yuru-kyara are used to promote the products or other things with which regions attempt to brand themselves and visually represent the place’s distinctive qualities (Birkett 2012) Later origins of yuru-kyara: National Sports Festival characters since 1983 (Gunma-chan) Features of yuru-kyara: undetermined gender, kawaii appearance, representative dialect, age between 4 and 10 years old, names with diminutive -kun and chan endings, etc. Mascot Grand Prix contest since 2011 Mascots have their own Facebook profiles, websites etc. K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė Yuru-kyara Grand Prix Takata no Yumechan K.Barancovaitė-Skindaravičienė Shinjo-kun Facebook account Funassyi Twitter account K.Barancovaitė-Skindaravičienė Kumamon is not a bear, and Hello Kitty is not a cat! K.Barancovaitė-Skindaravičienė https://youtu.be/gtvX0TbdKRk Initiator of “Pink globalization”: Hello Kitty (see Yano 2018) Hello Kitty is not a cat! “Real-making” process: Born in 1974. British, the full name Kitty White. Likes travelling to Japan. Global figure Why Kitty is without a mouth? Kitty as an enabler of social communication through the aesthetic of kawaii, nostalgia to childhood, girlishness, being a commodity for exchanging heartful gifts K.Barancovaitė-Skindaravičienė Various Yuru-kyara SENTOKUN SANOMAR U KUMAMON FUNASSHI K.Barancovaitė-Skindaravičienė BARI-SAN Mascot of Nara city: Sento-kun or Mantokun? K.Barancovaitė-Skindaravičienė Meron kuma Zombear Gajiro Some not so kawaii mascots? K.Barancovaitė-Skindaravičienė Kawaii food K.Barancovaitė-Skindaravičienė Kawaii food at „Sanrio Cafe“, Ikebukuro K.Barancovaitė-Skindaravičienė Purikura The term is an abbreviation of “purinto kurabu” (print club) Purikura is both a photo booth and a photo-sticker The start from 1995, the peak in 1999. Inventor: Sasaki Miho from videogames and software company “Atlus” (subsidiary of SEGA) The main audience is young girls that collect purikura stickers and place them into cute albums called purichō Significance of purikura culture: textual/linguistic (kira moji, gyaru moji, new lexicon), social (emphasizing friendship, relationships, resisting gender and sexuality norms) K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė Special vocabulary of purikura (Miller 2018) Hatsupuri- first PK Hisashipuri- PK after a long time Pinpuri- PK done by oneself Rabupuri- PK with a boyfriend Kapuri- PK for couples Eropuri- erotic PK Kosupuri- cosplay PK Yabapuri- gross PK Kimopuri – creepy PK K.Barancovaitė-Skindaravičienė Kawaiification is OVER! K.Barancovaitė-Skindaravičienė Kawaii phenomenon and contemporary Japanese pop culture Contemporary popular culture in East Asia Spring 2024 K.Barancovaitė-Skindaravičienė "When I consider what Japanese culture is like, the answer is that it all is subculture. Therefore, art is unnecessary." – Takashi Murakami Foto: Tonari no Zingaro/Instagram K.Barancovaitė-Skindaravičienė Today‘s topics: Concept of kawaii Fashion styles and types of kawaii Kawaii ambassadors Kawaii characters Purikura K.Barancovaitė-Skindaravičienė The concept kawaii: meaning 可愛い かわいい ‘pretty’, ‘sweet’, ‘cute’, ‘adorable’ Connotative meanings: ‘humble’, ‘embarrassed’, ‘pitiful’, ‘vulnerable’, ‘soft’, ‘tiny’, ‘attractive’ (Kinsella 1995) Related words: sunaoni (obedient) enryogachi (reserved) kodomoppoi (childish) mujaki (innocent) musekinin (irresponsible) Derivative ‘kawaisoo’ (pathetic, poor, pitiable) K.Barancovaitė-Skindaravičienė Kawaii meaning (Nihon kokugo daijiten) 1. Looks miserable and raises sympathy, pitiable, pathetic, piteous. 2. Attractive, cannot be neglected, cherished, beloved. 3. Has a sweet nature, lovely. (a) (of faces and figures of young women and children) adorable, attractive. (b) (like children) innocent, obedient, touching. 4. (of things and shapes) attractively small, small and beautiful. 5. Trivial, pitiful (used with slight disdain) Cited from: Nittono (2016) K.Barancovaitė-Skindaravičienė The concept kawaii: origins The first author who mentioned kawaii is the writer Sei-shonagon, who wrote about pretty things in her essay Makura-no-soushi (枕草 子）in 11th century (Heian period) The original word for kawaii was kawohayushi meaning “face embarrassed” The first stylized image representing the kawaii concept was Maneki neko cat from Edo period (1603-1868), as it was round and fat. K.Barancovaitė-Skindaravičienė Manga description of pretty things by SeiShonagon Kurosu, M. (2017) K.Barancovaitė-Skindaravičienė Word transition in Japanese regarding cute or pretty, beautiful and embarrassed feeling or pity (see Nittono 2016: 81) K.Barancovaitė-Skindaravičienė Development of kawaii culture Beginning: 1970s (kawaii writing style called marumoji emerged) Flourishing: 1980s (subculture becomes representative of Japanese pop culture) Revival in mid 1990s (media mix projects, mascots) Kawaii culture industrialized: -animation -fashion -entertainment industry -food -symbols of institutions and places -everyday items K.Barancovaitė-Skindaravičienė From sweet kawaii to dark kawaii 1970s: shift from consumption of things to consumption of images 1980s: sweet kawaii, the culture of shōjo, kawaii as a mechanism of self-pity and escapism. 1990s and later: cuteness merging with horror and violence as a sign of felt anxiety about one’s powerlessness. (see Sato, K. 2009) K.Barancovaitė-Skindaravičienė Photo: Zedge Kawaii can be perceived as: Phenomenon Culture Style/fashion Aesthetics Philosophy of life “What emerges is that cute is not just an aesthetic in Japan. It is a [new] philosophy of life” (Shimamura 1991) https://www.youtube.com/watch?v=EU4_6Xlw0-Q K.Barancovaitė-Skindaravičienė https://shop.6dokidoki.com Kawaii is everywhere K.Barancovaitė-Skindaravičienė Kawaii is everywhere K.Barancovaitė-Skindaravičienė Types of kawaii Two aspects of kawaii by Nittono (2016): “Kawaii has two aspects: one is an aspect of feeling and another is an aspect of cultural value.” Three types of kawaii by Marcus,Kurosu,Ma &Hashizume (2017): 1) Psycho-physical kawaii (mixture of perception and emotion). Psycho-physical kawaii attributes: round shape, pink, orange, yellow, green colors, soft and fluffy materials, small size 2) Cultural kawaii (Lolita, Gal and similar fashion styles) 3) Generic kawaii (description of fashion, appearance or characteristics of a person) 4) Other types of kawaii: yume-kawaii (fashion), kimo-kawaii (creepy cuteness), guro-kawaii (grotesque), ero-kawaii K.Barancovaitė-Skindaravičienė (erotic), busu-kawaii (ugly cuteness), yami-kawaii (ill Yume kawaii Foto: https://aminoapps.com/c/kawaii-lifestyle/ K.Barancovaitė-Skindaravičienė Busu-kawaii Guro-kawaii K.Barancovaitė-Skindaravičienė Foto: Kurosu, M. (2017); aminoapps.com Ero-kawaii Foto: https://aminoapps.com K.Barancovaitė-Skindaravičienė Yami-kawaii Inspired by manga about Menhera-chan and her bunny Usatan (author: Ezaki Bisuko, 2014) A mixture of yume-kawaii sweet style and guro-kawaii grotesque style Main motives: plasters, bandages, syringes, pills, bunnies, notes about thoughts related to suicide, death, etc. K.Barancovaitė-Skindaravičienė Kawaii fashion styles Lolita Gyaru (Gal) Decorakei K.Barancovaitė-Skindaravičienė Dekora-kei https://www.youtube.com/watch?v=WblNctc3ys Doku (toxic) kawaii K.Barancovaitė-Skindaravičienė Fuwa kawaii K.Barancovaitė-Skindaravičienė Neo kawaii K.Barancovaitė-Skindaravičienė Lolita Appeared in 1970-80s as a protest form against social norms Style is based on the European fashion of Victorian style dolls Characteristic attributes: corsets, multilayered skirts, underskirt panties, wigs, laced umbrellas etc. There is a big variety of Lolita sub-styles: Gosurori, Warori, Sweet Rori, Gurorori etc. K.Barancovaitė-Skindaravičienė How similar is kimono and Lolita dress? Jūnihitoe- robe of aristocrat women of Heian period (10-12c.) Restricted movements as a symbol of femininity GosuroriGothic Lolita Sweet Lolita (Amarori) 和 Japanese Lolita (Warori) Grotesque Lolita (Gurorori) Gyaru („gal“, „girl“) Became popular in the end of 1990s and the beginning of 2000s Gyaru sub-styles: kogyaru, ganguro, mamba (yamamba), kuro gyaru, shiro gyaru, tsuyome gyaru,agejo, gyaruo (male version),... Characteristic: artificial tan, complicated dyed hair styles, very bright make-up, long decorated nails, sexy clothes, colorful eye lenses, platform shoes.. Kogyaru Introduced by singer Amuro Namie Mikuru-kei („small face“) Clothing style- school uniform style skirt, long socks, oiran shoes Namie Amuro in 1996. Source: http://www.amuro.fr/ Kogyaru Oiran shoes Gyaru wearing oiran shoes Agejo gyaru and Hime gyaru Harutamu- a famous model gyarusa, founder of the clothing brand GALEO Gangur o Colorful hair Especially deep tan Glitter White eye-make up Mamba/Yamamba Urahara: UraHarajuku style The pioneers of Urahara fashion are designers Hiroshi Fujiwara („Good Enough“),Jun Takahashi („Undercover“) and Nigo ( „Bathing Ape“, 1993m.) Which style do you like best? ☺ POPULAR CULTURE IN THEORY (II) CONTEMPORARY POPULAR CULTURE IN EAST ASIA, SPRING 2024 TODAY’S TOPICS 1) POSTMODERNISM AND POPULAR CULTURE: CULTURE OF SIMULACRA, HYPERREALITY, GLOBALIZATION, CONVERGENCE CULTURE 2) HOW DO AUDIENCES RESPOND TO THE POPULAR MEDIA? MEDIA AUDIENCE RESEARCH K. Barancovaitė-Skindaravičienė POSTMODERNISM (1960-70S) BLURRING THE CONCEPTS OF ‘HIGH’ AND ‘LOW’ CULTURE (SONTAG 1966) BLURRING THE DISTINCTION BETWEEN COMMERCIAL AND NON-COMMERCIAL ART (ANDY WARHOL) K. Barancovaitė-Skindaravičienė JEAN-FRANCOIS LYOTARD (1924-1998) “THE POSTMODERN CONDITION” (1979) REJECTION OF ‘METANARRATIVES’ (UNIVERSAL HISTORICAL OR SOCIAL CONCEPTS LIKE MARXISM, ENLIGHTENMENT ETC.) THE POSTMODERN SOCIETY IS PLURALISTIC AND DIVERSE: IT IS OVERWHELMED BY A VARIETY OF IMAGES TRANSMITTED THROUGH MASS MEDIA AND INTERNET. PLURALITY OF SMALL NARRATIVES DERIVED FROM SYMBOLIC AND LINGUISTIC PRODUCTION REPLACES METANARRATIVES. SCIENCE AND EDUCATION ARE JUDGED BY THEIR PERFORMATIVITY, NOT BY THE PROGRESS IN SEEKING ABSOLUTE KNOWLEDGE FOR POPULAR CULTURE TASTE IS IRRELEVANT, VALUE DEFINED BY MONEY POSTMODERNISM AS A STEP TO NEW MODERNISM K. Barancovaitė-Skindaravičienė DEFINITION OF ‚METANARRATIVE‘ METANARRATIVE (GRAND NARRATIVE) IS A THEORY THAT TRIES TO GIVE A TOTALIZING, COMPREHENSIVE ACCOUNT TO VARIOUS HISTORICAL EVENTS, EXPERIENCES, AND SOCIAL, CULTURAL PHENOMENA BASED UPON THE APPEAL TO UNIVERSAL TRUTH OR UNIVERSAL VALUES. (NEW WORLD ENCYCLOPEDIA) K. Barancovaitė-Skindaravičienė JEAN BAUDRILLARD (1929-2007) CONTRARY TO MARXIST THOUGHT THAT SOCIETY IS FORMED BY ECONOMIC FORCES, IN POSTMODERN WORLD THE SOCIAL LIFE IS INFLUENCED BY SIGNS AND IMAGES ECONOMIC REALM IS INSEPARABLE FROM CULTURAL REALM POSTMODERNISM IS A CULTURE OF ‘SIMULACRUM’ IDENTICAL COPY WITHOUT AN ORIGINAL. RELIGION AS A PRIMORDIAL FORM OF SIMULATION, AND DIVINITIES AS THE OLDEST FORM OF SIMULACRA. THE NOTION OF HYPERREALITY: “THE METICULOUS REDUPLICATION OF THE REAL, PREFERABLY THROUGH ANOTHER, REPRODUCTIVE MEDIUM, SUCH AS PHOTOGRAPHY” (IN WOLFREYS ET AL 52) (CITED FROM WOLNY R. W. 2017) K. Barancovaitė-Skindaravičienė HYPERREALISM: MASCOT CASE FADING BOUNDARIES BETWEEN REAL AND IMAGINARY (WE RATHER REACT TO THE IMAGES TRANSMITTED BY MASS MEDIA THAN TO REAL PHENOMENA OR PEOPLE) HTTPS://WWW.YOUTUBE.COM/WATCH?V=KB4MXXU_GT0 (CHIITAN) FUNASSYI HTTPS://WWW.YOUTUBE.COM/WATCH?V=X9GR_24W1-Q K. Barancovaitė-Skindaravičienė HYPERREALISM: VOCALOID CASE HTTPS://WWW.YOUTUBE.CO M/WATCH?V=YSYWTESOEOC K. Barancovaitė-Skindaravičienė HYPERREALISM: MAID CAFE CASE K. Barancovaitė-Skindaravičienė https://www.youtube.com/watch?v=m9ibPC_e_kU (interview with maids at My home cafe) HYPERREALISM: V-TUBER CASE KIZUNA AI K. Barancovaitė-Skindaravičienė https://www.youtube.com/watch?v=3sPnwZUMckE GAWR GURA GLOBALIZATION AND POSTMODERNISM VIEW OF GLOBALIZATION AS CULTURAL AMERICANIZATION. PROBLEMS: 1) COMMODITIES EQUALED TO CULTURE 2) COMMODITIES THOUGHT TO HAVE INHERENT VALUES AND SINGULAR MEANINGS 3) ‘FOREIGN’ PERCEIVED AS ‘SOMETHING FROM ANOTHER COUNTRY’ 4) AMERICAN CULTURE ASSUMED TO BE MONOLITHIC K. Barancovaitė-Skindaravičienė CONVERGENCE CULTURE CONVERGENCE CULTURE IS THE MERGING OF THE VARIOUS FORMS OF MEDIA SO THAT THE MEDIA CONSUMER HAS BECOME AN ACTIVE PARTICIPANT IN THE GUIDING FORCES BEHIND THAT MEDIA. IT IS THE CONVERGENCE OF CONSUMERS, PRODUCERS, CORPORATIONS, AND ADVERTISERS SUCH THAT THE LINES BETWEEN EACH PARTY’S ROLE IS NO LONGER A STRICT BOUNDARY BUT IS IN A FLUID STATE. (JENKINS, 2012:18) CONVERGENCE CULTURE RESULTS FROM: 1) CONCENTRATION OF MEDIA OWNERSHIP (USING DIFFERENT MEDIA PLATFORMS) 2) TECHNOLOGICAL CHANGE (NEW PLATFORMS FOR MEDIA CONTENT) 3) CONSUMERS OF MEDIA (CONSUMERS SELECT THE MEANS HOW THEY PREFER USING MEDIA) K. Barancovaitė-Skindaravičienė K. Barancovaitė-Skindaravičienė MEDIA AUDIENCE RESEARCH: HOW AUDIENCES RESPOND TO THE MEDIA? Direct-effects theory (‘Hypodermic syringe model’) ‘Active audience’ concept Encoding/decoding model of the media K. Barancovaitė-Skindaravičienė Reference about media audience research: Milestone & Meyer 2012, pp.151-164 DIRECT-EFFECTS THEORY THE MAIN IDEA: MEDIA TEXTS CONTAIN CERTAIN REPRESENTATIONS AND MESSAGES, WHICH ARE DIRECTLY AND UNCRITICALLY ABSORBED BY THE AUDIENCE. MEDIA REPRESENTS POWER, WHEREAS AUDIENCE IS PERCEIVED AS POWERLESS AND PASSIVE. (COMPARE TO THE IDEAS OF THE FRANKFURT SCHOOL) DIRECT-EFFECTS THEORY AND FEMINISM: MASS MEDIA AS MAINTAINING PATRIARCHY THROUGH TRANSMITTING STEREOTYPICAL IMAGES AND NARRATIVES ABOUT GENDER CRITIQUE: MEDIA INFLUENCE ON INDIVIDUAL CONSUMERS AND AUDIENCES IS MORE COMPLICATED AND MORE VARIED THAN THE DIRECT-EFFECTS THEORY SUGGESTS. K. Barancovaitė-Skindaravičienė LINEAR COMMUNICATION MODEL SENDER (MEDIA)- MESSAGE- RECEIVER (AUDIENCE) (SIGNS K. Barancovaitė-Skindaravičienė MEANINGS) CONCEPT OF ACTIVE AUDIENCES AUDIENCES ARE ACTIVE IN 2 WAYS: 1) MEDIA AUDIENCES ARE ACTIVE IN THE PROCESS OF MEANING PRODUCTION (THE FINAL MEANING DEPENDS BOTH ON MEDIA GENERATED MESSAGE AND ON THE VARIETY OF INTERPRETATIONS BY THE AUDIENCE); 2) AUDIENCES ARE ACTIVELY ENGAGED IN INTERPRETIVE RESISTANCE TOWARD RECEIVED MESSAGES/TEXTS (THE AUDIENCES ARE CRITICAL ABOUT WHAT THEY SEE/HEAR/ READ AND SOMETIMES REJECT MEDIA’S MESSAGE) JOHN FISKE (1989): THE CONCEPT OF POLYSEMY OF CULTURAL TEXTS THE NEAR REVERSE STANCE COMPARED TO DIRECT-EFFECTS MODEL: AUDIENCE IS MORE POWERFUL THAN MEDIA K. Barancovaitė-Skindaravičienė POLYSEMY CONCEPT Preferred meaning Excess of meaning K. Barancovaitė-Skindaravičienė Space for interpretation Cultural text: words, images, colors, text Uncontrolled condition: media is powerless vs. audience is powerful ENCODING/DECODING MODEL BY STUART HALL (1980) MEDIA PRODUCERS ENCODE A TEXT WITH A PARTICULAR MEANING/ MESSAGE (PREFERRED MEANING). THE AUDIENCE CAN ADOPT ONE OF THE FOLLOWING POSITIONS IN EVALUATING THE MEDIA MESSAGE: 1) PREFERRED READING POSITION; 2) OPPOSITIONAL READING POSITION; 3) NEGOTIATED READING POSITION. BASED ON HEGEMONY THEORY: MEDIA AND AUDIENCES ARE ENGAGED IN CONTINUOUS POWER STRUGGLE OVER MEANING. CRITIQUE: NOT VERY SUITABLE FOR FICTIONAL MEDIA, WHICH AIM TO ENTERTAIN AUDIENCES. K. Barancovaitė-Skindaravičienė OTHER POSSIBLE AUDIENCE RESPONSES TOWARDS A MEDIA MESSAGE JACKSON ET AL. (2001) DISTINGUISH 12 DISCURSIVE DISPOSITIONS (RESPONSES): 1)CELEBRATORY; 2) COMPLIANT; 3) HOSTILE; 4) APOLOGETIC; 5) DEFERENTIAL; 6) DEFENSIVE; 7) VULNERABLE; 8) DISTANT; 9) REFUSING; 10) ANALYTICAL; 11) DISMISSIVE; 12) IRONIC. WHAT ELSE CAN INFLUENCE THE RESPONSE BY THE AUDIENCE? SOCIAL BACKGROUND SOCIAL POSITION GEOGRAPHICAL LOCATION GENDER SEXUAL ORIENTATION INDIVIDUAL/ COLLECTIVE MEDIA CONSUMPTION K. Barancovaitė-Skindaravičienė LET’S DISCUSS THE FOLLOWING IMAGES WHAT IS THE PREFERRED MESSAGE IN THESE IMAGES? WHAT ARE POSSIBLE RESPONSES OF THE AUDIENCE? HOW WOULD THEY DIFFER ACCORDING TO AUDIENCE’S AGE, GENDER, MARITAL STATUS, INCOME ETC.? K. Barancovaitė-Skindaravičienė K. Barancovaitė-Skindaravičienė K. Barancovaitė-Skindaravičienė OOKU: THE INNER CHAMBERS K. Barancovaitė-Skindaravičienė REFERENCES MILESTONE, K. & A. MEYER (2012). GENDER AND POPULAR CULTURE. CAMBRIDGE: POLITY PRESS BUTLER, J. (1990). GENDER TROUBLE. LONDON: ROUTLEDGE GILL, R. (2003). GENDER AND THE MEDIA. CAMBRIDGE: POLITY GOFFMAN, E. (1959). THE PRESENTATION OF SELF IN EVERYDAY LIFE. HARMONDSWORTH: PENGUIN BOOKS GIDDENS, A. (2001). SOCIOLOGIJA. POLIGRAFIJA IR INFORMATIKA K. Barancovaitė-Skindaravičienė Popular culture in theory (1) Contemporary Popular Culture in East Asia, Spring 2024 Today‘s topics Mass society theory The Frankfurt School Theory of commodity fetishism and false needs Semiology Structuralism K.Barancovaitė-Skindaravičienė Mass society theory (W. Kornhauser, C. Wright Mills…) Originated in the 19th c. Disruptive consequences of industrialization and urbanization -destruction of village communities -decline of religion -absence of moral integration -’atomization’ of people mass society as ‘atomized’ society and mass culture as source of ineffective morality K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė Photo: The Guardian Mass society theory (2) Masses seen as lacking taste (what is taste???) Division between the past and the present/future Folk vs. mass culture (Authentic and autonomous vs. mass production, false needs and desires) K.Barancovaitė-Skindaravičienė Mass culture: Standardized Superficial An easy escapism Discourages thinking and intellectual challenge (entertainment vs. art) Democratic Destroying values DANGEROUS K.Barancovaitė-Skindaravičienė Discouragement of thinking? Photo: www.amazon.co.jp K.Barancovaitė-Skindaravičienė Americanization Embodiment of all the “flaws” of mass culture Distortion of traditional values “Shiny barbarism” (Hogart 1958) Introduction of new genres as a threat to social values America itself as object of consumption ( a symbol of pleasure) Positive view on Americanization (Huxley 1979) K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė The Frankfurt School The Frankfurt Institute for Social Research established in 1923 Representatives: Theodor Adorno (1903-1969), Max Horkheimer (1895-1973), Herbert Marcuse (1898-1979) The focus of study: consumer capitalism, culture industry (its control over the minds and actions of people) K.Barancovaitė-Skindaravičienė Cultural industry and human freedom Enlightenment: rational emancipation (science, rational progress) Popular culture: science brings to cultural industry, which does not liberate people, but rather impedes their consciousness in making decisions. K.Barancovaitė-Skindaravičienė The theory of commodity fetishism (Th. Adorno) Money defines and dominates social relations in capitalist societies Exchange value (money) over use value (practical usefulness) Social relations and cultural appreciation are objectified and dominated by money. K.Barancovaitė-Skindaravičienė Exchange value and use value K.Barancovaitė-Skindaravičienė False needs to secure the stability of capitalism Consumerism and popular culture as creators and satisfactors of false needs in order to conceal true needs The notion of freedom in culture industry: are the consumers of the popular culture free in their choices? K.Barancovaitė-Skindaravičienė Freedom of choice? Photos: www.fashionsnap.com; shop-list.com; tokyofashion.com K.Barancovaitė-Skindaravičienė False needs Social status (social recognition and respect) Entertainment (social connectedness) Emotion (produced emotion) Competition (produced scarcity) Recognition and rewards (e.g. in games) Coolness (constantly changing fashions) K.Barancovaitė-Skindaravičienė False needs and false solutions? https://www.youtube.com/watch?v=nkcKaNqfykg K.Barancovaitė-Skindaravičienė Culture industry and ideology Cultural products standardized and individualized at the same time Culture industry deals with false needs and false solutions The consumers of cultural products are passive, powerless and dependant (culture industry is imposed upon the masses, but masses welcome it only if they don’t realize it is imposed on them) K.Barancovaitė-Skindaravičienė What have you learned so far? K.Barancovaitė-Skindaravičienė Structuralism and semiology Semiology The science of signs: systems of signification, means by which human beings communicate by signals. Langue and parole: system/structure of language and practical language culture as a system Signifier and signified= a sign Denotation, connotation, a myth (a particular cultural image/phenomenon expressed by the process of signification. In other words: message of a certain discourse) The factor of cultural knowledge Critique: lack of social factor K.Barancovaitė-Skindaravičienė F. de Saussure‘s relational theory of language Meaning is produced by establishing difference in relation to other objects Meaning can be made horizontally (syntagmatic axis) and vertically (paradigmatic axis) Substitution of elements The language does not simply reflect the reality. It shapes what constitutes for us the reality. K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė R. Barthes about cultural myths Myth is a set of ideas and practices that promotes the values and interests of dominant groups in society. It originates at the secondary signification level (connotation). Primary and secondary signification Primary signification Signifier Denotation Sign Secondary signification SIGNIFIER Connotation SIGN K.Barancovaitė-Skindaravičienė Signified SIGNIFIED Source: J. Storey. Cultural theory and popular culture. 7th Ed. p. 124 R. Barthes about cultural myths Myths and counter myths Double function: myth derives from cultural knowledge and lets us understand certain things, but also imposes it on us. As a researcher one should attempt to look for the background (historical, sociocultural) of the myths created by popular culture. K.Barancovaitė-Skindaravičienė Example of semiotic analysis: Valentine‘s Day in Japan (Y.Minowa,O.Khomenko, R.W. Belk 2011) Periodization of Valentine‘s Day in Japan (1958-1969; 19701979; 1980-1991; 1992-2002) Gender image development in Valentine‘s Day related advertisements (from masculine domination expression through submissive indirect gaze of women, to commodification of men and winning „strategies“ for women, women‘s empowerment and gifts for pets, lottery tickets as Valentine presents, and finally tomo-choko, gohoobi-choko, gyaku-choko). K.Barancovaitė-Skindaravičienė What do these images tell us? 1 K.Barancovaitė-Skindaravičienė 2 K.Barancovaitė-Skindaravičienė 3 K.Barancovaitė-Skindaravičienė What signifiers of modern femininity and masculinity can you find in these videos? https://www.youtube.com/watch?v=Ut1OzEVUiM4 Red Velvet „Birthday“ https://www.youtube.com/watch?v=dBDkYofMUs4&t=178s Stray Kids „LALALALA“ K.Barancovaitė-Skindaravičienė Structuralism Systems of culture based on the structure of oppositions The popularity of cultural products as dependant from certain structure of oppositions: repetition of a habitual scheme, universal themes, ideologies determined by the demands of mass culture, childishness of audience (or not?), historically specific contexts K.Barancovaitė-Skindaravičienė Source: quora.com K.Barancovaitė-Skindaravičienė Kishootenketsu storytelling structure in Asia Ki- introduction Shoodevelopment Ten- twist Ketsu- conclusion Photo: https://www.authorcarlara.com Daughters of Itoya, in the Honmachi of Osaka. The elder daughter is sixteen and the younger one is fourteen. Throughout history, generals killed the enemy with bows and arrows. The daughters of Itoya kill with their eyes. (San‘yoo Rai) K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė The most popular pc/console game genres in Japan in 2023 K.Barancovaitė-Skindaravičienė Elements of RPG (Role-playing games) Antagonists Protagonist Objective Helpers K.Barancovaitė-Skindaravičienė Let’s watch and analyze: Nail shop Paris (2013): https://www.youtube.com/watch?v=T-cNAUWknrU (Korean) http://kissasian.ch/Drama/Nail-Shop-Paris/Episode-1?id=1375 (English) K.Barancovaitė-Skindaravičienė Japanese Popular Press and Film Contemporary Popular Culture in East Asia K.Barancovaitė-Skindaravičienė Print media alert us to the idealized models of society people are orienting to or challenging. (Miller 2008) K.Barancovaitė-Skindaravičienė The main genres of popular press Manga Magazines Non-fiction literature (informational, advice, popular psychology etc.) New literature genres: cell phone novels, light novels K.Barancovaitė-Skindaravičienė Historical guidelines Magazines, books Manga Edo (1603-1868) Edo (1603-1868) 1770- The term ’manga’ appears (Hokusai ukiyo-e) -City libraries for samurai, merchants and literate farmers -Basis for self-help and practical advice books Meiji (1868-1912) Language unification (standard language) Printing technologies: mass printing The first magazine: Seiyo zasshi (1867) 1970-80s Women’s style magazines („New women’s magazines“) 2 kinds of manga: children’s manga and political caricatures 1940-50s -Picture show (kamishibai), manga for rent (kashinohonya), manga booklets (yokabon) -The most popular artist of manga: Osamu Tezuka (Shin Takarajima, Jungeru Taitei, Tetsuwan Atomu etc.) -Kawaii style manga getting popular 1970s 1950s Bunko- small books that can slide into a pocket 1920-30s - Shojo manga Tankobon format- manga books 1983- Eastablishment of Comic Market: institution that promotes the development of Dojinshi manga 1990s Flourishing of adult manga, otaku 1980-90s Men’s style magazines; light novel genre K.Barancovaitė-Skindaravičienė 2000s Japanese manga gains international popularity; keitai novels; light novels gaining popularity Nonfiction popular press Practical advice books Topics: Usage of keigo (polite speech), good manners, etiquette, self-help manuals, body language (sitting on cushions, bowing etc.) Aim: Self improvement, improvement of one’s social position. In Edo period it is popular to try serving the society/state as good as possible, this way assuring one’s personal welfare. K.Barancovaitė-Skindaravičienė New literature genres: cell phone novels and light novels Characteristics of light novels: simple, chatty, entertaining writing style, target audience is young adults, illustrated with manga/anime art style, long titles, genres correspond to manga/anime rather than literature Characteristics of cell phone (keitai) novels: literary techniques combined with visual qualities, format adapted to cell phone screen, stories do not provide solutions to the raised problems („inspire tears but not activism“ Friedman, 2018: 330), written in the first person to create a sense of reading messages from friends, casual writing style K.Barancovaitė-Skindaravičienė Maho no i-rando: website for circulating cellphone novels https://maho.jp/ K.Barancovaitė-Skindaravičienė Average number of characters from the novels’ titles, and number of light novels published per year, considering only “original” novels. Source: Tomotani, J.V., 2020: 122 K.Barancovaitė-Skindaravičienė The most popular genres of light novels Fantasy Comedy Romance Action Adventure Isekai/Virtual reality Drama Sci-fi Harem Mystery K.Barancovaitė-Skindaravičienė Classification of manga Yonkoma manga (4 panels )- since 1920s Gekiga manga (aimed at adults) since 1950s Kodomomuke manga (aimed at children)- since 1950s Shonen manga (aimed at young men)- since 1960s Shojo manga (aimed at young girls)since 1970s K.Barancovaitė-Skindaravičienė Development of manga Origins: Choju Jinbutsu Giga (“Birds and animals play human”), 12th century emakimono (picture scroll) Origins2: ukiyo-e woodblock prints with illustrated novels, 17th century No series of frames or speech balloons yet Manga with frames and speech balloons appeared in 1800s Later developments since 1950s: from four-panel layout (yonkoma manga) to diverse panel sizes (Tezuka), dramatism, action, psychological treatment of characters in shojo manga, OEL manga (Originally English Language): non-Japanese manga for non-Japanese audience created in a Japanese design/format (Choju jinbutsu giga by Ghibli) https://www.youtube.com/watch?v=9qBFTgzGtK8 https://www.youtube.com/watch?v=RHcGN-brzPk https://www.youtube.com/watch?v=KY5WmcfGj-g K.Barancovaitė-Skindaravičienė https://www.youtube.com/watch?v=Ob8jf5Ge2vw Development of manga 12th c. 17th c. K.Barancovaitė-Skindaravičienė Gekiga as alternative to mainstream manga Story manga with little or no comical effect, oriented at young adult or adult male readers. The most famous artists of gekiga: Tatsumi Yoshihiro (1935-2015) and Shirato Senpei (1932-). Themes: thriller, mystery, suspense, social issues etc. Characteristics: “aspect-to-aspect” transition of narrative panels (when the same scene is shown from multiple perspectives without action of characters), newly invented onomatopoeia (in response to audiovisual media), realistic pictures Development of gekiga: 1950s: looking for new target audience (adults); 1960s: arena for social activists, creation of sense of community between the readers and creators of manga; 1970s: massification and commercialization; 1980s: diminished alternativeness and integration into Japanese comics culture K.Barancovaitė-Skindaravičienė GARO (monthly alternative comics magazine) K.Barancovaitė-Skindaravičienė Shōjo manga magazines Publishing houses use manga magazines for testing out the popularity of published manga The structure of shōjo manga magazine: about 400 pages, out of them about 90% is serialized manga and the remaining 3040 pages include furoku (list of presents for the feedback), survey info, articles about manga artists etc. Close connection between shōjo manga and girls’ culture K.Barancovaitė-Skindaravičienė Editorial team consists of 3-7 editors, each of them is in charge of about 20 artists. Active collaboration in the creation process. Tankobon manga books Foto: https://davidcharlesfox.com K.Barancovaitė-Skindaravičienė Manga’s effect on Japanese society 3 main areas of concern: 1) Too much information provided in manga format 2) In such areas as politics, education or religion information is treated as a tool to create appeal by conveying it in an entertaining format 3) Violent and sexually explicit manga can make a negative impact on young readers Manga studies at Kyoto Seika University, Faculty of Manga Intellectual property rights management: how to maintain cultural ownership of the increasingly hybrid manga and anime goods? K.Barancovaitė-Skindaravičienė Exoticism of Japan through popular culture Paradox of Japanese culture,based on the principle of contradiction (traditionmodernity; different-familiar; conservative- open minded) MANGA and ANIME: a gate to Japanese culture? K.Barancovaitė-Skindaravičienė Anime origins 20c.- kamishibai During the WW2: propaganda anime „Momotarō no Umiwashi (1943) and Momotarō: Umi no Shinpei (1945) Sice 1960s Japanese anime becomes popular in the West (USA). Osamu Tezuka establishes Mushi Production (1961) 1985: Hayao Miyazaki contributes to the establishment of Studio Ghibli K.Barancovaitė-Skindaravičienė Tetsuwan atomu (Astro boy) 1963 https://davidcharlesfox.com/cultural-significance-of-manga-and-anime/ Ghibli museum in Mitaka K.Barancovaitė-Skindaravičienė https://www.ghibli-museum.jp/en/ The most popular genres of contemporary anime Action Adventure Comedy Drama Slice of Life Fantasy Magic Supernatural Horror Mystery Psychological Romance Sci-Fi K.Barancovaitė-Skindaravičienė Sub-genre variety Cyberpunk Mecha Shounen Game Music Shounen-ai Ecchi Parody Space Demons Police Sports Harem Super Power Tragedy Post Apocalyptic Josei Reverse Martial Arts Harem Kids School Historical Seinen Hentai Shoujo Isekai Shoujo-ai Military K.Barancovaitė-Skindaravičienė Vampire Yuri Yaoi Otaku and Akihabara Since 2000s Akihabara advertised as the “Holy Land of Otaku” (オタクの聖地） “Akihabara boom”: otaku performances in Pedestrian Paradise on Sundays in Chūo-dori (the main street in Akihabara) From 2008 06 12 till 2011 01 23 The Pedestrian Paradise was banned due to the illegal actions of otaku performers Presently Akihabara is the 15th mostly recommended place for tourists, and the 8th most disappointing because of false advertising and associations with “Porno Japan” and “Weird Japan” instead of being a center for all manga and anime fans. K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė Akihabara Liberation Demonstration, 2007 K.Barancovaitė-Skindaravičienė Japanese media mix: everybody can create their own world Manga/novel Anime Toys,figurines, games Press, advertising K.Barancovaitė-Skindaravičienė Musical track Fan production Example of „Densha Otoko“ (2004) Cosplay Internet story Video games The movie Music (song from a the movie) Drama Worldwide (EN translation of the drama) Theatre Anime Light novels Manga Merchandising K.Barancovaitė-Skindaravičienė Figurines The idea of overlapping worlds Present in the most popular genres of Japanese films overseas, namely in anime and horror movies, as well as light novels (isekai genre) The origins can be traced from the traditional Noh theatre K.Barancovaitė-Skindaravičienė The case of anime. Overlapping worlds in “Your name.” by Makoto Shinkai Symbolic ties between the worlds through kuchikamizake, Musubi no kami deity K.Barancovaitė-Skindaravičienė The case of J-horror: the space and Japaneseness The concept of MA 間 Space in J-horror: both familiar and isolated, dreadful Doubling of spatial layers (real world, underworld) Feeling of claustrophobia, ghosts live in homely yet unhomely spaces Women as victims and as monsters K.Barancovaitė-Skindaravičienė The ancient horror and fantasy genres... K.Barancovaitė-Skindaravičienė Appeal of J-horror outside of Japan Relies on digital technologies, easy to modify according to target audience Long cultural tradition of ghost, spirit stories Hybridity of J-horror filmmaking (local + global) Plot motifs that make J-horror relevant to international audiences: urban modernity in crisis; uncanny media devices; dissolution of the nuclear family (Scherer 2016, Wada-Marciano 2016) K.Barancovaitė-Skindaravičienė Female ghost tradition: O-Iwa from Tokaido Yotsuya Kaidan https://www.moriareviews.com/horror/ghost-story-ofyotsuya-1959-yotsuya-kaidan.htm (1959) K.Barancovaitė-Skindaravičienė https://www.imdb.com/video/vi1964947481/?playlistId=tt2916416&ref_=tt_ov_vi “Ringu” by Nakata Hideo (1998) K.Barancovaitė-Skindaravičienė “Ju-On: The Grudge” by Shimizu Takashi (2003) K.Barancovaitė-Skindaravičienė Magazines Classification of magazines according to their target audience: age, occupation, marital status, gender (www.j-magazine.or.jp ) JMAA http://www.zakko.or.jp/subwin/genre.html (magazine genres) The role of magazines in creation and modification of culture Advertising Twin-magazines (versions for male and female readers) K.Barancovaitė-Skindaravičienė Female and male counterparts of style magazines Non-No K.Barancovaitė-Skindaravičienė Men’s Non-No Classification of magazines by audience Gender Age Marital status, social status, education, hobbies, profession K.Barancovaitė-Skindaravičienė K.Barancovaitė-Skindaravičienė Depiction of body and race in magazines Beauty ideology Consumerism (of body and for body) Westerness vs. Japanese-ness Male/female perspective K.Barancovaitė-Skindaravičienė Language of magazines Unfinished sentences Katakana script Kawaii speech Form of desire –tai Authoritative tone School tone, grading Encouragement of imitation K.Barancovaitė-Skindaravičienė Exporting Japanese popular culture to the world K.Barancovaitė-Skindaravičienė CULTURAL EXPORT According to Kassalow (1983), a society’s ways of thinking about life can become a standard for other societies if 3 criteria are met: 1) society’s national economy surpluses over an extended period of time; 2) There is a consensus in an exporting society that their model is a good one; 3) Leaders of a given society are willing to export it. Japan’s case: 1980s “learnt from Japan boom”: exporting Japanese management system knowledge 1990s till now export of popular culture THEORIES EXPLAINING CULTURAL EXPORTS Joseph Nye’s „soft power“ theory: instead of intimidating with its military or economic power, a country attempts to fascinate other countries by using its culture and ideals as means to create an attractive image of a country. Peter van Ham’s „brand state“theory: by consuming a product, people also acquire a lifestyle, an attitude and sometimes respect associated with the product and the country that produces this product. „Cultural emperialism“ theory: harmful effects brought about by the massive import from foreign cultures to local traditions and culture (“from West to the rest”) JAPANESE POPCULTURE EXPORT Japanese cultural export started in 1980s, when the West started studying Japanese corporate culture. Since 1990s- international interest in Japanese popular culture: manga, anime, fashion, popular music, movies, computer games, everyday lifestyle. (2000s: initiatives for Cool Japan campaign) Since 2006: official trend of pop diplomacy carried out by the government JAPANESE POPULAR CULTURE POLICIES First initiatives: in 2002 Prime Minister Koizumi proposed a policy if intellectual property-based nation, which included the strategic development of contents industry (‘contents’ includes movies, animated cartoons, game software etc.) “Japan’s Gross-National Cool” 2005: The Copyright Law (the center of attention is commercial value of ‘characters’) In 2006 Prime Minister Abe initiated the cultural industry strategy to promote popular culture In 2010 The Ministry of Economy, Trade and Industry established a new Creative Industries Promotion Office In 2013 Japanese government launched the so-called “Cool Japan Fund” to support advertising and public relations of Japan’s creative industries overseas. The aim: to create the image of Japan as a peaceful nation that loves beauty, enjoys a spirit of harmony and co-exists with nature. Literature Craig, N. (2009). Manga, Anime, and Visual Art Culture. In: Sugimoto, Y. (ed.)Modern Japanese Culture. Cambridge University Press Miller, L. (2008). There’s More than Manga: Popular Non-fiction Books and Magazines. In: A Companion to Anthropology of Japan. Blackwell Publishing Tanaka, K. (2003). The Language of Japanese men’s Magazines: Young Men Who Don’t Want to Get Hurt. In: Benwell, B. (ed.) Masculinity and Men’s Lifestyle Magazines. Oxford: Blackwell Publishing Ltd. Kinsella, Sh. (2000). Adult Manga: Culture and Power in Contemporary Japanese Society. Surrey: Curzon Press Tanaka, K. (1998). Japanese Women’s Magazines: the Language of Aspiration. In: Martinez, D.P. (ed.) Japanese Popular Culture: Gender, Shifting Boundaries and Global Cultures. Cambridge University Press Skov, L. & Moeran, B. (eds.) (1995). Women Media and Consumption in Japan. Honolulu: University of Hawaii Press Freedman, A. & T. Slade (eds.) (2018). Introducing Japanese Popular Culture. London and New York: Routledge Yomota,K.Barancovaitė-Skindaravičienė I. (2014). What is Japanese cinema? A history. New York: Columbia University press
