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- Volume 8, Issue 2, 2022
East Asian Journal of Popular Culture - Modern Popular Culture in Middle-Class Japan, Sept 2022
Modern Popular Culture in Middle-Class Japan, Sept 2022
- Editorial
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General editorial: EAJPC 8.2
Authors: Edward Vickers, Ann Heylen and Kate Taylor-JonesThis issue of the East Asian Journal of Popular Culture (EAJPC) includes a thematic section, edited by Scott Sommers, consisting of four papers dealing with various cultural ramifications of a modern popular culture in middle-class Japan, particularly in relation to gender and consumerism. It further features articles analysing the role of humour in the Sinophone world: one (by Charles Lam and Genevieve Leung) on the emergence during the 1970s of a consciousness of distinctive Hong Kong identity through the prism of the television sketch comedy, the Hui Brothers Show and another (by Jacob Tischer) investigating the use of a humorous social media strategy by Taiwan’s government in its attempts to manage the COVID-19 pandemic. The issue concludes with a paper by Marketa Bajgerová Verly on the representation of female victims of the Sino-Japanese War in the museums of the PRC. The book reviews section features commentary on four recently published works that relate to themes discussed in the research articles.
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- Articles
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Panmemic inoculation: How Taiwan is nerfing the pandemic with cute humour
More LessThe article outlines the Taiwanese government’s strategy of using cute and humorous messages in its official communication via social media during the initial phase of COVID-19. Subjected to Chinese influence campaigns on social media, the government devised playful memes to ‘inoculate’ the public against disinformation and rumours. While the images contained important information, what made them appealing, memorable and spreadable as memes was their self-deprecating humour and cute aesthetics. Adopting the memetic logic of replication, the communication strategy devised such benign, non-aggressive humour as part of a broad, holistic approach towards improving Taiwan’s democracy with technology-assisted, consensus-based decision-making. This strategy entailed wider-reaching social effects. Informed by an analysis of memes as a genre of cultural artefacts, the article traces how government-sponsored cute aesthetics resonated in society through being shared, imitated and repurposed. For example, government representatives such as ‘digital minister’ Audrey Tang and Minister of Health and Welfare Chen Shih-chung became memetic icons animated through fan art. In this realm of increasingly self-referential social intimacy, ordinary citizens and the government co-created not only immunity to misinformation but also an affective community of Taiwanese national proportions.
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Examining the emergence of Hong Kong identity: A critical study of the 1970s Cantonese sketch comedy, The Hui Brothers Show
Authors: Charles Lam and Genevieve LeungResearch on Hong Kong identity has focused on several pivotal periods (the 1997 Handover, and the 2014 and 2019 protests), which situates local, postcolonial Hong Kong identity as oppositional to a national Chinese identity. While these time points are critical, it is also important to attend to earlier Hong Kong media, including humorous works. Better understanding of how Hong Kong humour operates expands our knowledge about humour, identity and media studies beyond the prolific cinematic output. This article reports on the content analysis of 8.8 hours of the sketch comedy show, 雙星報喜 (The Hui Brothers Show) 1971–72. The Hui brothers broke the ‘two fools’ tradition of vernacularized and self-deprecating comedy by incorporating content reflecting Hongkongers’ everyday experience and coinciding with a rise in television viewership. We report three representative themes: (1) luxury and novelty, (2) social commentaries and behaviour governance and (3) the normalization and centring of working-class lifestyles as ‘Hong Kong’ lifestyles. We argue that these themes from the 1970s have planted the seeds to Hong Kong identity boundaries that have been (re)constructed and (re)imagined in contemporary Hong Kong history thus offering opportunities for collective self-reflection about what it meant to be a Hongkonger then and what it means now.
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- Introduction to the Special Section: ‘Modern Popular Culture in Middle-Class Japan’
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A modern popular culture in middle-class Japan
More LessIn modern history, Japan has undergone an enormous transformation that created a huge middle-class with its own popular culture. This thematic section of the East Asian Journal of Popular Culture examines the way in which popular culture emerged from an early authoritarian control over culture and production. Four articles examine the ways in which forms of popular culture have evolved as the marketplace has adopted more liberal regulation. The place of gender and gender roles is particularly salient in understanding this transformation. This transformation is described using examples from both men’s and women’s fashion magazines (by Martyn David Smith and Satoshi Ota), the use of televised laughter (by David Humphrey) and the evolution of the place of women in Takarazuka theatre (by Toshiko Irie).
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- Special Section: ‘Modern Popular Culture in Middle-Class Japan’
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The ‘hedonistic revolution of everyday life’: Men’s magazines, consumerism and the Japanese salaryman in the 1960s
More LessThis article examines the ambiguous relationship between masculinity and consumerism in Japan since the Taisho period. It charts the creation of Heibon Punch, the first post-war lifestyle magazine aimed explicitly at men. In contrast to the corporate ideological reaffirmation of, or passive submission to, political and economic ideology hegemonic salaryman masculinity would come to epitomize, in the magazine consumerism was presented as a means of establishing individuality, creativity, agency and self-expression. Rather than seeing the rise of men’s lifestyle magazines in the 1960s as reconstituting Japanese masculinity through struggles against the deleterious, feminizing effects of mass consumption, I argue instead that there was an attempt to defeminize the act of consumption itself and establish a masculinity at ease with the new imperative to go shopping. Underpinning this was the ongoing quest for a revolution in Japanese masculinity that challenged the association, since at least the 1920s, of individual consumption with feminine traits of hedonism, spontaneity and irrationality. In the 1960s, this quest countered the increasingly hegemonic connection of masculinity and male consumption to middle-class domesticity by offering the chance for young Japanese salarymen to envision a masculinity at ease with consumer society.
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‘Can mom laugh?’: The production of the Japanese television family, 1960s–80s
More LessIn this article, I examine the history of audience laughter on Japanese television and its role in producing and sustaining the image of an intimate, family-like public during the medium’s early decades. With a focus on the progressive gendering of audience laughter on Japanese television from the 1960s onwards, I demonstrate how the move to procure female laughter on the medium reflected broader ideological expectations that women and their laughter might unify a family-like, national audience. I argue that Japanese television sought to leverage female laughter – both concretely through paid waraiya ‘laughers’ in the audience and through the gender ideology surrounding laughter – to negotiate television’s foundational tensions between the public and the private. More broadly, I suggest that the history of television laughter and its gendering can throw into relief television’s co-imbrication with discourses on gender, nation and consumption.
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The Takarazuka Revue’s post-war tours of Hawai’i: Exploring Japanese female agency and the restrictions placed upon it
By Toshiko IrieIn 1955, the HJJCC (Honolulu Japanese Junior Chamber of Commerce) invited the performers of an all-female Japanese theatre called the Takarazuka Revue to participate in the Annual Japanese American Beauty Queen Contest. The intention of the HJJCC was to present the performers, all women born and raised in Japan, in a way that showcased their Japanese oriental beauty. In this article I focus on this post-war Hawaiian tour and will consider how the female performers saw it as an opportunity to reject the rigid gender roles that were a persistent feature of the patriarchal system in Japan. Both the performers and the Japanese female fans of the Revue had hoped the tour would become a means of promoting broader perceptions of Japanese women’s identities. However, in reality, both the female performers and their fans continued to face societal restrictions and opposition to their efforts to move beyond established gender roles. By considering their vision of female agency, the resistance it met and the viewpoints expressed by the performers and their female fans, I argue that this post-war tour of Hawai’i enabled many Japanese women to reimagine and redefine their own identities as modern women living in post-war Japan.
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Changes in the image of middle-aged women: A study of otona-joshi (‘adult girls’) in Japanese print media
By Satoshi OtaAround the year 2000, the word joshi began to appear in women’s magazines, as in otona-joshi (‘adult girls’), 30 dai joshi (‘30-something girls’) and 40 dai joshi (‘40-something girls’). These terms have been commonly used not only in magazines but also on television and in everyday conversation. Though joshi implies female children and teenage girls, the term occasionally refers to women in their 30s and 40s who are supposed to be recognized as grown adults. The word joshi implies youth and vigour. This article examines how the image of women in their 30s and 40s has changed over the past decades and joshi has become an accepted word to refer to them. Contrary to its positive image, the word also connotes immaturity. Central to exploring how the notion of maturity has changed over the past 30 years are the writings of popular essayists and the women’s magazines they frequently read when they were young. This is further contextualized with a brief history of Japanese women’s magazines as to illustrate how women have responded to the notion of maturity imposed on them created after modernization.
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Survivors, victims and soldiers as figures of nationalism: Representations of women in the War of Resistance against Japan museums in mainland China
More LessThe gendered memorializing of the War of Resistance against Japan (1931–45) has been an important part of China’s war memory politics in all of the different phases it has undergone since 1945. In the Mao era, the iconography of the ‘Anti-Japanese female revolutionary martyrdoms’ rose to prominence, while the following reformation period consolidated a she-victim/he-hero dichotomy most forcefully characterized by the visualization of the Nanjing Massacre through violated female bodies symbolizing the nation’s victimhood. This article argues that in the Xi Jinping era, women’s roles in museums have begun to transform again. Coming from the viewpoint of a feminist critique, it approaches five prominent war museums in mainland China with gender as its main analytical category, studying women’s representations in the memorial spaces and exhibitions. It suggests that the current trends introduced the role of survivor of sexual violence and female soldier into the museal landscape, slightly complicating the previous gendered repertoires in the war’s musealization. By exploring the Chinese sociocultural themes of ‘chastity martyrdom’ and ‘female warriors’ and the multi-layered politics of the so-called ‘comfort women’ it discusses the extent to which the strategies used to portray women serve patriarchal nationalism rather than women’s interests.
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- Book Reviews
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Japan, 1972: Visions of Masculinity in an Age of Mass Consumerism, Yoshikuni Igarashi (2021)
More LessReview of: Japan, 1972: Visions of Masculinity in an Age of Mass Consumerism, Yoshikuni Igarashi (2021)
New York: Columbia University Press, 366 pp.,
ISBN 978-0-23119-555-3, p/bk, $35.00
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The Anime Ecology: A Genealogy of Television, Animation, and Game Media, Thomas Lamarre (2018)
More LessReview of: The Anime Ecology: A Genealogy of Television, Animation, and Game Media, Thomas Lamarre (2018)
Minneapolis, MN: University of Minnesota Press, 424 pp.,
ISBN 978-1-51790-450-0, p/bk, $27.00
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Staging Personhood: Costuming in Early Qing Drama, Guojun Wang (2020)
More LessReview of: Staging Personhood: Costuming in Early Qing Drama, Guojun Wang (2020)
New York: Columbia University Press, 312 pp.,
ISBN 978-0-23119-190-6, h/bk, £50.00/$65.00
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The Landscape of Historical Memory: The Politics of Museums and Memorial Culture in Post-Martial Law Taiwan, Kirk A. Denton (2021)
By Yan YingReview of: The Landscape of Historical Memory: The Politics of Museums and Memorial Culture in Post-Martial Law Taiwan, Kirk A. Denton (2021)
Hong Kong: Hong Kong University Press, 284 pp.,
ISBN 978-9-88852-8-578, h/bk, HKD 620.00
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