Image, Sexuality, and Japanese Mass Consumption

Mana Tamaki, OCU

Two women celebrate their friend’s 25th birthday. This is an advertisement. It’s a birthday, but apparently, no one looks happy, and one of her friends suddenly says things that seem to imply something sexual in nature so as to appeal to our desire to consume (buy) some cosmetic product. What she said is that the birthday is no longer a thing to be celebrated, from today on, because “you are not a girl anymore and you won’t get any compliments anymore. You no longer have a competitive characteristic of cuteness.” Despite being a very well-known cosmetics company to young women in Japan, the company was roundly criticized by many woman as soon as the commercial ran.

What was most surprising in the ad was the question, “Do you want to upgrade your cuteness, or just stay as you are now?” Today’s principles of hyper-sexuality in media make aging women question their own natural beauty and the movement of time by presenting them as somehow less desirable and to men. This commercial message is obviously directed at women because it’s selling cosmetic products, but the commercial runs on TV where anyone can watch not only women but also men. Thus, we are all programmed by these ads to believe, falsely, their messages.

Such ads may also negatively affect the confidence of some people as they become more self-conscious about how other people look at them. Although at the end of this commercial, three women are excited to be cuter and appear to be more positive and optimistic, it is easy to develop the complete opposite feeling. The ad deepens the sense of anxiety by saying something deeper about the shallowness of today’s people: they can’t see past the surface appearances.

In looking closely at ads of the past, it is also impossible to see any changing attitudes toward women and their sexuality, so it is hard to see how society has advanced or has become more sophisticated or enlightened. Today, we can easily see specific images of stereotypical beauty or style constructed for women to follow in society, which make women into objects in advertisements, especially when men’s products are being peddled. Women, also, have emotions just as men do. We do not exist only as objects to arouse men into buying something. Ads like these contribute to the negative impressions that men have of women. Neither women nor men should stand for these distorted images communicated to us for consumption in mass media.

Names as Symbols of Dominance

Mai Yamaguichi, OCU

If you think about the power of a name, you must also think about the power of a society that gives names to things. Japan is an interesting place in which to examine the meaning behind a name. In Japan, the ways in which careers, for example, are named in the news are quite different between men and women, it seems, but quite unnoticeable. Female doctors are called “Joi” (女医), which means “female doctor” while male doctors are called “Ishi” (医師), which means simply, “doctors.” Another example is that female writers are called “Josei-sakka” (女性作家), which means “female writers” whereas male writers are called “Sakka” (作家), which means “writers.”

From this practice of naming, I think many people imagine that doctors are automatically males. Therefore, the word “female” is attached as an adjective for the woman who has this career. This kind of naming says something about Japanese society where “normal” thinking has men primarily at work and where it is rare that women also work. This kind of naming doesn’t represent reality. This article discusses how names for careers have an affect on people.

In Japan, the way to name a career is different depending on gender. This practice creates an obvious question: why do people ignore “male” as an adjective for careers that men have but use “female” as an adjective for women with careers? Many may people think that working people are men. Many people come up a "male" doctor when they hear the word "doctor". Therefore, people think that people who work are male because of that. However, many women work recently. For that reason, the thought, which says working women are strange, has to be reversed. If many people think that doctors have to be men, women doctors might be uncomfortable to work as doctors and it might be hard for them to success.

Isn’t it best to treat working men and working women equally? As mass media help reinforce this unfair idea of difference, unequal salaries that women and men receive can be legitimized. The number of working women is increasing; however, it is harder for them to earn the kind of money that men traditionally earn. Changing attitudes begins with the media, such as television, newspaper, and magazines. The mass media can begin a new practice and drop the gender-specific naming of careers so that differences can fade away. If this can happen, Japanese people can begin to change their thoughts that only men are doctors (or writers). Media have great power to improve Japanese people’s thoughts about the roles we take up. Media should be used more responsibly to create a sense of mutual respect across the sexes so that we can make a fairer world for all people.

In recent years in Japan, many women want to work just as men have done traditionally. The truth is that many men today also do house work and help raise children even more than their wives do. This why, I think, mass media should deal with men and women equally to recreate a society in which all people can live happily and with dignity. 

Drinking and Driving in Cities and Country Sides

by Seiji Teruya, OCU

Drunk driving is one of the most serious issues facing us in this mechanized society we live in. Despite the seriously heavy consequences that can be caused by drunk driving, it is easy so to do and so hard to exterminate. One of the leading causes of this behavior might be the poor public transportation available to us.

The connection between drinking driving and public transportation can be seen in a survey conducted by Japanese police department. According to the data, the top three prefectures that have the highest numbers of cases of drunk driving are Okinawa, Hokkaido, and Shimane. Interestingly, those prefectures actually have lower populations than the others where they have less numbers of drinking and driving.

Another thing in common among the three prefectures is the high rate of care uses because of poor public transportation system. Not to mention, there are no trains in Okinawa, and it is virtually impossible to find convenient public transportation out of cities in Hokkaido and Shimane as well.

Additionally, most of the bus services close their business day around midnight when most people are still having drinks at bars. Even though they close, taxis and designated driver services (such as Daiko) are still available, and they are one somewhat more expensive way for people who live in lower income ratio to get home from the bar. In fact, in Tokyo or Osaka where trains or subways are available for a wide-range of time, the number of drinking and driving cases is very low. In 2015, those two prefectures had less than 0.55% while Okinawa had 2.0% of the cases.

Finally, as a way of preventing recurrence of drinking and driving, authorities should impose enlightening and humiliating public lectures on people in the community if they commit drunk driving offences. This can make it possible to educate other adult drivers who have less of a chance to actually receive lectures about drinking driving based on real experiences. Also, the risk of being exposed to the public or local community can be a strong deterrent for those who still underestimate the very serious danger of drinking and driving.

Okinawa Base Problem Solution Equals Removal

Ritsuki Kuninaka

Former Defence Minister Satoshi Morimoto observed in December of 2012 that, “the base that will be relocated from Futenma in Okinawa doesn’t have to be in Okinawa for military reasons but Okinawa is the best place to be it for political reasons.” In other words, Morimoto admitted publicly that the bases do not necessarily have to be in Okinawa. This statement was made when the Japanese central government had asked all prefectures in Japan about whether they can accept relocating the American base from Futenma, but it turns out that no other prefecture agreed and offered to host. The reason is obvious: everybody knows that having bases isn’t good.

First, you often hear that the economy in Okinawa is supported by subsidies from bases. But this is wrong. The locations on Okinawa where bases had been and were since returned have brought great economic benefits. Shintoshin in Naha City used to be Makiminato residential district for American forces, which was returned to Okinawa control in 1987. According to a government report, that return of land had an economic effect that was 12 times more than when it was a residential district for the U.S. military. Also, Hamby Airfield in Chatan town was returned to Okinawa in 1976, and the return of land there has had an economic effect that was 169 times more than before. These facts clearly show that the myth of the local economy supported by subsidy from the bases is not true. The reverse happens to be true: it is better not to have bases for the sake of the local economy in Okinawa.

Secondly, two outrageous incidents occurred in recent years that illustrate the problem. First, in 1995, three American service members (two Marine and one Seaman) kidnapped a 12-year-old elementary school girl and raped her in the back of their rented car. While this unbelievable outrage occurred, the guilty party were not even taken into custody because America had worked out an agreement with Japan under Status of Forces Agreement (SOFA). This fact made people in Okinawa extremely angry and so a social movement called “沖縄県民総決起大会” began against the bases as a demonstration in Ginowan City. 

Another incident also occurred when a huge helicopter crashed onto the campus of Okinawa International University in 2004. The military said that the helicopter only “grazed” a building, but this is what parents would call a lie. Fortunately, nobody died because the crash happened during summer vacation when very few students were on campus. Immediately after this incident, though, American forces restricted Okinawan police from even entering the crash site where it happened and the military removed all of the evidence that might explain exactly how the crash had occurred. So Okinawa police weren’t able to collect proof or conduct any research on the incident. Although many matters happen in Okinawa because of American forces, there are restrictions against what Okinawa can and can’t do with SOFA or American forces.

Third, the American bases themselves were constructed on Okinawa by the use of violent force, so many people during that time were forced out from their homes and towns. This happened in the Isahama district (present Ginowan City). Houses were destroyed by bulldozers and residents had to leave their homes to open space for a new military base. When I talked to people who lived there about when they were taken from their homes, they said, “We were hurt. We haven’t seen the beach in Isahama since that happened.” I was very sad to hear people tell their stories about they witnessed. And another example, many Okinawan tombs are on bases. The families need to visit their ancestors’ tombs during the Obon festival in Japan. The Obon festival is especially important for Okinawa when people can visit the tombs, clean, and rejoice as families do. But people whose family tombs are on the bases need to write applications to the American forces to acquire permission to enter. This means that they cannot go to their tombs whenever they want to go. These things show people in Okinawa have been hurt mentally for a long time because of bases.

The political decision communicated by Satoshi Morimoto shows that the many bases in Okinawa do not reflect the kind of equality that Japan claims it stands for. Though the scale of Okinawa is 0.6 % of Japan’s landmass, Okinawa bears 73.9 % of all the foreign bases. Japan has been pressing its need to keep these bases on Okinawa for many years. But it’s not good for economy in Okinawa and people. Japan needs to think seriously about its policy toward the people here.

References

辺野古通信　December 26, 2012　原色防衛大臣、重要な発言「沖縄でなくても良い」地理学的には　From http://henoko.ti-da.net/e4197106.html

「駐留軍用地跡地利用に伴う経済波及効果等検討調査報告書」Heisei 19 March from http://www.pref.okinawa.lg.jp/site/chijiko/chian/futenma/documents/documents/h26_futenma_pamph_9-12.pdf

The Disgusting History of Racial Discrimination

Mai Nakandakari

On Aug 9 of 2014, an unarmed 18-year-old black man, Michael Brown, was shot to death by a white police officer in Ferguson, Missouri, the United States. Why did such a thing happen? Originally, police are sworn to protect citizens, but in this case the officer appears to have had a prejudice toward blacks. Racial discrimination is wrong.

First, racial discrimination hurts innocent people. Second, racial discrimination creates a vicious cycle. Finally, racial discrimination may cause violent conflicts and even wars.

Racial discrimination hurts innocent people. In the first place, racial discrimination means discriminatory or abusive behavior towards members of another race. Discrimination against blacks has been continuing since the latter half of the 1700's, mainly because of skin color, religion, or class. My grandfather was Greek. He participated in the WWII and afterward discriminated against blacks all his life. When we did some shopping together, he grumbled beneath his breath when he encountered black people. They were just enjoying some shopping in the same manner that we are. This attitude troubled me deeply.

Racial discrimination creates a vicious cycle. For example, those with darker skin who suffer discrimination in the job market and receive lower salaries than similarly qualified lighter skinned people may lose hope and motivation and decide that education is entirely irrelevant. This discrimination creates a vicious cycle.

Racial discrimination may cause wars. Actually, racial discrimination has caused various wars. For example, the American Civil War. Discrimination against blacks was an opportunity and the Civil War was caused. In some ways, that war has continued, and it will do so, unless discrimination disappears from the world.

Racial discrimination produces only sorrow. It hurts innocent people. We must not stand for discrimination if we want to call ourselves civilized people.

No More Omotenashi

Nana Gushiken

Have you ever seen customers complain about something at cash register of a store or other business? I think many Japanese people have witnessed this behavior. If the workers are wrong, you should tell them about it because a customer’s input can be a good thing for their service. In this way, a company can develop better services as a business. In fact, though, most complainers are wrong. They are simply rude and feel the need to express their emotions. The problem is that Japanese workers can’t really say anything because they’re too nice. Costumers complain more, then they demand higher quality service. That’s why Japanese workers should serve in easier manner.

Japanese workers look at customers like gods; this is called “Omotenashi” spirit. It leads customers to be rude because “Omotenashi” is too much about service. It’s good to be nice to customers but treating them like gods is not the best way to operate a business. Customers are also humans. We should just treat them like humans. There is no need for all the extra stuff. People often like to say that “simple is the best,” so workers should serve their customers in simple, friendly and honest ways.

Customers have the advantage over everything when it comes to service. Japanese customers feel entitled when they shop because of how they are treated. They complain way too much because they know they will be treated well by the workers. There was case before about customers make strange accusations at workers in convenience store. The customers demanded dogeza (extreme apology on the knees), so the worker complied, but the customer still didn’t accept the apology, and he misplaced anger. He demanded money and cigarettes in cartons. Sometimes, customers make mistakes, but Japanese workers are too nice. They can’t say customers are wrong, but they can only say, “I’m sorry.” Customers are always right.

But, as I worker myself, I want customers to reasonable and honest when they wrong. I think that’s for a connection between individuals. I learned that way of thinking from working at an American-styled establishment. When customers are rude, I can tell them something like that’s not good or that’s not correct. Then, they realize that they are wrong. Even if they become angry, they leave then and there, and the next day they tend to return to apologize about their behavior.  This means to be human and honest. Also, it means to state what is wrong is wrong.

I also work at a Japanese-styled convenience store, and I often feel that Japanese customers think they’re like being our bosses. If they wait too long time, they show anger. I can understand if we make them wait because we are slow or are talking too much. But when I was a cash register, one of my customers said that I lost her point card. I said, “I’m gonna check lost property list, so wait a second.” When I was checking it, she moved and said, “Did you find it?” I said “no, I can’t find it. You can take new one.” Then I came back to the register. The man yelled at me, “I was standing in line. You gotta say something to me!” I was talking to the woman about her point card, so I couldn’t say anything to him. I thought, “You gotta say something to me like excuse me.” This one reason why I don’t like Japanese customers. They are too used to being treated like gods. Foreigners would never yell. But when that was happened I couldn’t say anything because customers are like gods. I could say only “sorry.”

So many Japanese customers tend to lose their common sense as they make demands for high quality service. They complain about very small things. This causes many Japanese workers to suffer great stress and sometimes the result is a sense of hopelessness and suicide. We should live an easier working life. To that end, I propose that we all step back and really think about reason and how we can apply reason to our everyday interactions with people in the places that we go to buy and sell.

Hyper-sexualization in Current Media

Kaiga Jones, OCU

Agenda Setting Theory is sometimes used to explain how media can influence the public’s ideas about important issues and events. The theory can also help explain why sexuality and eroticism are so widely talked about and consumed in today’s media. Some cases also show how advertising uses women to attract other women to a particular product.

The Japanese cosmetics company Kose creates commercial advertising by using women who are famous models or actresses. Using these beautiful women attracts other women that want to look just like the famous people or to look up to them as role models. Kose also uses different age groups to get more customers from all ages. To a younger audience, they appeal to their customers by using a sexy or cute image. On the other hand, for older women, they appeal to them by using a more beautiful image. By featuring sexy dresses in their commercials, make-up companies, the content catches the eye of the men as well.

Often for small presents, male consumers will come and buy cosmetic items as gifts for their girlfriend or wife. Make-up has become very popular in Japan over this past year. This is because a blogger named Zawa-chin started a blog using make-up. She shows readers how to do make-up in the same way as famous actresses do, and she makes herself look just like them. Many female readers have been inspired by her since they also have a chance to look just like the famous actresses. Many advertisements, in turn, feature Zawa-chin to persuade consumers to buy their products, and so the use of make-up has been increasing.

The abuse of gender role in Japan is not as bad as what appears in American media, but it cannot be said that there is no abuse at all in these make-up commercials. There are commercials that have men staring at or looking back twice at the actress because these women are so beautiful. To some women, this action can be construed as a kind of harassment with the eye. Scholars have referred to this tendency as the “male gaze.” These commercials can be an inspiration to men. Some men can be inspired to look at the women badly because the commercial makes it seem as if there is no problem at all. Even though these commercials have a negative image, this is only an image to the minority. The majority of the people think of it as a positive image because they want to popular or attractive to the other gender.

The effect of make-up has also had an unexpected negative effect and has given many female consumers a loss in confidence. They don’t have the confidence to be seen to other without make-up, and they cannot stop wearing it because the inspiration the advertisements have given them. There are people that also do surgery to make themselves appear more beautiful. This also has an effect on men as well. There are men that wear make-up and also do surgery for the same reason as women. I believe that it is kind of sad because people are suffering from their original self. This gender role problem may be small, but the smallest problems can turn into a big problem as well.