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Japan is reinventing superpower—again. Instead of collapsing beneath its widely reported political and economic misfortunes, Japan’s global cultural influence has quietly grown. From pop music to consumer electronics, architecture to fashion, and animation to cuisine, Japan looks more like a cultural superpower today than it did in the 1980s, when it was an economic one. But can Japan build on its mastery of medium to project an equally powerful national message?

But cultural accuracy is not the point. Less important than authentic American origin is the whiff of American cool.

Yet Japan is reinventing superpower again. Instead of collapsing beneath its political and economic misfortunes, Japan’s global cultural influence has only grown. In fact, from pop music to consumer electronics, architecture to fashion, and food to art, Japan has far greater cultural influence now than it did in the 1980s, when it was an economic superpower.

                                  H-JAPAN                                April 5, 2009 From: David Slater <d-slater@sophia.ac.jp> Graduate Fieldwork Workshop April 18th, 2009 Sophia University (Yotsuya Campus) http://www.fla.sophia.ac.jp/about/location.html Bldg. #10, room 301 10 am-noon ----------------------------------------------------------------------------------------------- Title: Economic competitive advantage and cultural exports: how Japan got round cultural distance to claim global leadership in comic book publishing. Julien Vig (Sociology MSc candidate at Hitotsubashi University and research student at the Institute of Innovation Research) ABSTRACT: Since the 1990s, the joint influences of nation branding efforts and the increasing globalization of the economic and technological contexts within which media organizations operate have brought upon an era where America's dominant position as an exporter of contents is becoming increasingly challenged by new entrants, often industrial consortia backed by state agencies. Serious contenders may include India's Bollywood movies, Brazil's telenovelas, or South Korea's array of dynamic entertainment industries. Yet beyond the cultural significance of the phenomenon, their actual export performance only qualifies them as cultural niches when compared to the incumbent transnational American corporations, whose distribution monopolies and market power make their economic control of global flows a reality that remains hardly escapable. Japan, however, distinguished itself by securing global leadership in no less than three content industries. In videogames, animation and comic books, it stands out a leading exporting country, boasting impressive trade surpluses with America and Europe. There is a solid, established interdisciplinary body of international literature dedicated to Japan's videogame industry, and the anime industry has been similarly attracting increasing attention in the past ten years. The comic book industry on the other hand, arguably because of its limited legitimacy and economic significance outside the $4bn+ Japanese domestic market, remains largely understudied except for comic book and popular culture scholars. An overlooked specificity of the comic book industry stems from the most peculiar pattern of globalization it has experienced. From the 1950s onwards, the United States, France and Japan each developed their own publishing paradigm and standard formats: *comic book*, *album* and *manga*. These path-dependent creative and industrial trajectories would hardly interact until the second half of the 1990s. After their late encounter, Japanese manga emerged as the undisputed winner, reaching shares of about 1/3 of total comic book sales in value in both France and America in 2007. This achievement has interesting theoretical implications. On the one hand, media scholars showed that the primary vehicles for the development of * contra-flows* (defined as non-Western media flows which counter the previously established one-way information flow from western to non-west countries) are geographic, cultural or linguistic regionalism; yet this framework cannot account for how Japanese manga could succeed in Western markets, as none of the above patterns seems to apply. On the other hand, management scholars, in the dominant models of firm- and industry-level internationalization, accept as a prerequisite that agents are actively and strategically trying to internationalize; yet Japanese manga publishers long maintained a passive attitude towards market expansion outside of Asia. Drawing upon fieldwork in France and Japan, international comparisons of industry data and evidence from a consumer survey conducted in France in December 2008, my research aims to uncover the economics at work behind the success of Japanese manga on the global comic book scene. What are the conditions for the emergence of sustainable contra-flows? The study of Japan's prominent success in exporting domestic contents may hold the answer to this question and provide a blueprint for later entrants in the global cultural market. -- David H. Slater, Ph.D. Faculty of Liberal Arts Sophia University, Tokyo The Sophia server rejects emails at times. Should your mail to me get returned, please resend to: dhslater@gmail.com. Sorry for the inconvenience. 

Japanese pop culture, such as fashion, manga and anime, has been considered "cool" overseas for a while, but the government and domestic business community are not making the most of such popularity.

It has been 10 years since Japan cool became popular, but Japanese industry is not doing a good job of making the most of it, as it is often mocked: The biggest gainer from Japanese anime is Hollywood.

The Economy, Trade and Industry Minister' Industrial Structure Council recently released a report that devoted a great deal of space to the Japan cool issue. Following is an extract from the report.

the distinctive characteristics…reflect the Japanese subconscience and can be identified only by stripping away the influences of the modern history of manga as an imported style…Yet highlighting only those characteristics would slant the debate toward a closed argument…an echo of Orientalism.

Toys, animation, gaming, and western comics all show the influence of manga and anime, but evidence of this aesthetic can also be found in fashion, graphic design, industrial design, and fine art. Though initially this was considered a trend that would peak and be replaced, this movement, has steadily expanded since it emerged in the late 1980’s (in the US), and has established itself as a substantial and sustaining aesthetic, one that has transformed western design and consumer culture.

the continuing steady growth of manga and anime around the world in markets like France and Italy, which embraced manga years before the U.S. did, would appear to indicate that interest in anime and manga is not a flash-in-the-pan fad, but a trend that will continue on the upswing for some time to come. (www.icv2.com/articles/news/2953.html)

hindrances in a digital world that copyright laws pose for creative works that, while technically infringing, should perhaps be valued and allowed.6 Certain features of digital technologies and the internet,7 according to Lessig, can permit greater restrictions on remix than were allowed in the past.8

hindrances in a digital world that copyright laws pose for creative works that, while technically infringing, should perhaps be valued and allowed.6 Certain features of digital technologies and the internet,7 according to Lessig, can permit greater restrictions on remix than were allowed in the past.8

Lessig and other legal scholars such as Mehra have pointed to dojinshi in Japan as an example of how permitting more “remix” can contribute to a vibrant cultural industry.

subjectivity can be encoded in a panel as a whole, shifting the viewpoint of the panel to a member of the fictive narrative.

Most agree that Japanese maids are not direct imports from Europe but that they have come to embody 'moe' elements to become an original concept.  This concept may not comply with the kind of maids that the Japan Maid Association is preaching for. Indeed, it is the diversity of maids that makes it interesting. The variety and types of maid is probably exactly what is needed to cater to the diverse clientele. Despite these activities in the maid industry, the peak of the maid boom has been long over. Two or three years ago there were once about 70 maid cafes in Akiba. Prospects for the maid cafe industry are bleak as many in the scene predict maid establishments to decrease to a third of their number by next year. One only wonders how that would change the energy and liveliness of Akiba.

Anne Allison (Duke University, Department of Anthropology): Digitality, Affect, and Home: Net-Cafe; Refugees in Japan

Echoing the recent coverage of the troubles facing the anime industry, here are translated excerpts of blogs written by Japanese anime industry insiders. Several are taken from a fascinating website called Off the Record Animation Industry Gossip (subtitle: "Read this if you're thinking of becoming an animator! This is the true face of the anime industry! Do you think you can survive?") Bear in mind that as these blogs are anonymous, there is no way to verify the veracity of the claims. But they are a fascinating counterpoint to the "soft power"/"Japan cool"/"otaku utopia" rhetoric often espoused by foreign journalists.

chibi by some anime fans, though chibi is a different concept that refers more to a person's stature rather than the art style. It is part of the Japanese culture, and is seen everywhere in Japan, from subway signs and advertising to anime and manga.