1. Japan’s Popular Culture: participation and consumption n The basis of participation n Mass consumption versus individual expression n Mediums of homogenization n Alternative culture

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

3. Consider the capacity for individual expression within a mass culture society. Japan’s Popular Culture: participation and consumption

4. Japan’s Popular Culture participation and consumption

7. The Basis of Participation n Shumi (tastes or hobbies) n Appreciation n Practice n Traditional & modern education systems

12. Mass consumption versus individual expression n From labor saving machines to consumption as expression n The burdens of reciprocity n Time pressures of modern life n Emptiness of economic struggle n Escape to Manga, Pachinko, Karaoke

16. Top Ten Leisure Activities in Japan (Uso!)

17. Centralized mediums of homogenization n Education n Television n Newspapers and other publications n Industrialization of the arts n National organization in general

18. Hamasaki Ayumi Empress of J-Pop

19. Alternative culture n Otaku, Lolitas, and other manga children n Street fashion, theatre, music n Environmental groups and communities n Political activism n Homosexual and bisexual communities n Deviant groups n New religions

20. 21st Century Alternatives n 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. n 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. n 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. n Coplay: dressing as characters from manga, anime, and video games; also television shows, movies, or Jpop music bands.

21. Market Impact of the less fanatic Otaku HK$ 92,919,300,000

22. Market Impact of the real fanatic Otaku FieldPopulation (*1) Market Scale (*2) Comics350,000¥ 83 billion Animation110,000¥ 20 billion Idols (*3)280,000¥ 61 billion Games160,000¥ 21 billion PC assembly190,000¥ 36 billion Audio-visual 60,000¥ 12 billion equipment Mobile IT 70,000¥ 8 billion equipment Autos140,000¥ 54 billion Travel250,000 ¥ 81 billion Fashion40,000 ¥ 13 billion Cameras50,000¥ 18 billion Railways20,000¥ 4 billion Total 1.72 million¥ 411 billion HK 27,123,400,00

23. Five Types of Otaku, from Six Criteria

24. Marketing to Otaku: the 3Cs n Collection : Promote continuous consumption by adding elements of collecting to products and services n 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. n Community : Promote consumer activities by providing a place to exchange/transmit information and demonstrate their own creative activities.

25. Summing up n Can Japanese women express themselves and assert their equal rights in what has been a male dominated society. n 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.