Athletes Advertising EmpireAthletes Advertising Empire

cultural communiquéscultural communiquésfrom from consumtopiaconsumtopia

about a about a leisure nationleisure nation

Todd Joseph Todd Joseph Miles Miles HoldenHolden

ProfessorProfessorDepartment of Multi-Cultural StudiesDepartment of Multi-Cultural Studies

Graduate School of International Graduate School of International Cultural StudiesCultural Studies (GSICS) (GSICS)

Tohoku UniversityTohoku UniversitySendai, JapanSendai, Japan

Paper prepared for the Paper prepared for the

International Association for International Association for Media and Communication ResearchMedia and Communication Research

porto Alegre, Brazil

July 25 – 30, 2004

Media and Sport StarsMedia and Sport StarsTuesday, 27 July, 13:30-15:00Tuesday, 27 July, 13:30-15:00

I.I. Introduction:Introduction:This Talk… in a nutshellThis Talk… in a nutshell

Contemporary Japan is at least two things, nContemporary Japan is at least two things, neither of which is mutually exclusive:either of which is mutually exclusive:

an “empire of leisure”an “empire of leisure” – in which play has been elevated to a status in which play has been elevated to a status

superior to that of work superior to that of work an “empire of consumption”an “empire of consumption”

– an everyday space saturated with goods and an everyday space saturated with goods and services;services;

– a “a “consumtopiaconsumtopia” whose lifestyle is predicate” whose lifestyle is predicated on the production and consumption of thind on the production and consumption of things.gs.

The Role of AdvertisingThe Role of Advertising

Integral to both of these Integral to both of these orientations is advertising.orientations is advertising.

For, in communications that aim at For, in communications that aim at centering goods in the minds of centering goods in the minds of consumers, one encounters the consumers, one encounters the repeated message of leisurerepeated message of leisure

– – of having the time, lifestyle, and of having the time, lifestyle, and appropriate mental outlook to appropriate mental outlook to consume.consume.

-- So, too, do ads convey the -- So, too, do ads convey the imperative of frenetic imperative of frenetic consumption.consumption.

The Centrality of ConsumptionThe Centrality of Consumption

In the past decade or so, the ads have bIn the past decade or so, the ads have become products to be consumedecome products to be consumed

– – perhaps as much or more so than the prperhaps as much or more so than the products they advertise.oducts they advertise.

They center on the lifestyle of consumptiThey center on the lifestyle of consumption, the logic of consumtopiaon, the logic of consumtopia

An example is this:An example is this:

Lessons from this Ad… Lessons from this Ad…

We view a star athlete, Hideki MatsuiWe view a star athlete, Hideki Matsui– Currently starring for America’s premier baseball team, the New York YCurrently starring for America’s premier baseball team, the New York Y

ankeesankees

He comes to viewers in Japan from inside the TVHe comes to viewers in Japan from inside the TV– This signifies his distance (he performs overseas and is generally now This signifies his distance (he performs overseas and is generally now

only consumed by his audience via satellite)only consumed by his audience via satellite)

His words (“ohtsukare sama desu”) toasts the hard work perfHis words (“ohtsukare sama desu”) toasts the hard work performed by his audience (of sports fan/consumers) back homeormed by his audience (of sports fan/consumers) back homeWe then see a wide range of “types” (male female; young, miWe then see a wide range of “types” (male female; young, middle aged, elder) in their various work (fields) and relaxation ddle aged, elder) in their various work (fields) and relaxation (beach, pub, parks) settings.(beach, pub, parks) settings.

““Play” and “Smile”Play” and “Smile”

The ad campaign is The ad campaign is currently 4 ads oldcurrently 4 ads old

Consistent, though, is:Consistent, though, is:– Hideki MatsuiHideki Matsui– The theme song (“The theme song (“The Games The Games

People PlayPeople Play”)”)– The catch phrase: “The catch phrase: “Big SmileBig Smile””

These are significant These are significant significationssignifications– They carry big impact for a They carry big impact for a

society such as Japansociety such as Japan

The Meaning of Key WordsThe Meaning of Key Words““PlayPlay” and “” and “SmileSmile” are key words because they signify that Japan has becom” are key words because they signify that Japan has becom

e, what I call a “e, what I call a “Leisure EmpireLeisure Empire””This is a profound societal change:This is a profound societal change:

– No more than 60 years ago this society was in physical, emotional and moraNo more than 60 years ago this society was in physical, emotional and moral ruinl ruin

– Not 50 years ago it was struggling to right itself economicallyNot 50 years ago it was struggling to right itself economically– Not 40 years ago it was entering a cycle of rapid economic growthNot 40 years ago it was entering a cycle of rapid economic growth– Only 30 years ago did it begin experiencing high levels of consumption and aOnly 30 years ago did it begin experiencing high levels of consumption and a

n increase in leisure timen increase in leisure time– Even 20 years ago its “Even 20 years ago its “sararimensararimen” were still routinely putting in grueling 18 h” were still routinely putting in grueling 18 h

our, 6-day work weeksour, 6-day work weeks– Only in the past 10 years has the work week been shortened and leisure time Only in the past 10 years has the work week been shortened and leisure time

has begun to increase meaningfullyhas begun to increase meaningfully

In short, Japan is a society which has known work rather than pleasure, selfIn short, Japan is a society which has known work rather than pleasure, self-sacrifice rather than self-expression and selfishness-sacrifice rather than self-expression and selfishness

There was little to smile about, little play involved in daily life.There was little to smile about, little play involved in daily life.

Consuming Public PerformersConsuming Public Performers

So, too, have ads become texts that enable tSo, too, have ads become texts that enable the consumption of the human figures depiche consumption of the human figures depicted in the communiqués:ted in the communiqués:– the spokespeople whose images are lent to ththe spokespeople whose images are lent to th

e producte product as, for instance as, for instance in this adin this ad, by former (American) maj, by former (American) major league baseballer, Shinjoor league baseballer, Shinjo or in this ad starring Olympic ping-pong player, “Ai-cor in this ad starring Olympic ping-pong player, “Ai-chan” (as she has been called for over a decade of Than” (as she has been called for over a decade of TV appearances and celebrity)V appearances and celebrity)

The Emerging AthleteThe Emerging AthleteIncreasingly, in Japan, these Increasingly, in Japan, these figures are athletes.figures are athletes.These athletes are both male These athletes are both male and female…and female…– though most often the male though most often the male

They are performers in both They are performers in both domestic and foreign leaguesdomestic and foreign leagues– though more often the foreignthough more often the foreign

The products they represent The products they represent range from life insurance to range from life insurance to cars, credit cards to beer, film cars, credit cards to beer, film and cameras to sports drinks.and cameras to sports drinks.

ResultsResultsBeyond messages of consumption, the Beyond messages of consumption, the

results of such advertising activity results of such advertising activity move in numerous directions, at move in numerous directions, at once:once:– CelebrityCelebrity– IdentityIdentity– GlobalizationGlobalization– NationalismNationalism– GenderGender– Cultural similarity and differenceCultural similarity and difference

II. Intellectual PrecursorsII. Intellectual Precursors

This work moves comfortably from previThis work moves comfortably from previous sports/media-related research, nous sports/media-related research, notably:otably:– Sports Exports/Media Re-Import (HoldeSports Exports/Media Re-Import (Holde

n 2002)n 2002) and its relationship to globalizationand its relationship to globalization

– Empires of Leisure (Holden 2004)Empires of Leisure (Holden 2004) and the relationship to political, econand the relationship to political, economic and socio-cultural development omic and socio-cultural development

A. Japan’s Sports ExportsA. Japan’s Sports Exports

In “Japan’s Sports Exports” I identified the phIn “Japan’s Sports Exports” I identified the phenomenon of Japanese athletes plying theienomenon of Japanese athletes plying their trade in overseas’ markets and having thr trade in overseas’ markets and having their exploits “reimported” by media.eir exploits “reimported” by media.

This phenomenonThis phenomenon: : – links to globalization;links to globalization;– Is effected most often by news reports;Is effected most often by news reports;– Serves as moral and nationalistic meditation oServes as moral and nationalistic meditation o

n Japanese identityn Japanese identity

Media Flows in and Between Media Flows in and Between CountriesCountries

Country 1Country 1

Country 3Country 3

Country 2Country 2

Multilateral

Bilateral

Adapted from Sepstrup, 1989

Flow of Sport Exports:Flow of Sport Exports:1995-20031995-2003

JapanJapan United United StatesStates

BilateralUnilateral

Bilateral

Primary Media Flow of Primary Media Flow of Japan’s Sports ExportsJapan’s Sports Exports

JapanJapan United United StatesStates

Unilateral

2003: Television and Print

Information Re-import

ItalyItaly

EnglandEngland

GermanyGermany

HollandHolland

Unilateral

Primary Media Flow of Primary Media Flow of Japan’s Sports ExportsJapan’s Sports Exports: :

Actual PatternActual Pattern

JapanJapan United United StatesStates

Unilateral

2003: Television and Print

Information Re-import

ItalyItaly

EnglandEngland

GermanyGermany

HollandHolland

Unilateral

Secondary (Parasitic) Media Secondary (Parasitic) Media Flow of Japan’s Sports ExportsFlow of Japan’s Sports Exports

JapanJapan United United StatesStates

UnilateralItalyItaly

EnglandEngland

GermanyGermany

HollandHolland

Unilateral

Time 2: Advertising Visualization/Recreation of Overseas Athletic Lives

B. Empires of LeisureB. Empires of Leisure

Concept and Components Concept and Components

The Concept:The Concept:Empires of LeisureEmpires of Leisure::

Install a particular lifestyle at its core:Install a particular lifestyle at its core:– One of relaxation, disposable time, disposable One of relaxation, disposable time, disposable

incomeincome

Are consumer-drivenAre consumer-drivenAre consumption-orientedAre consumption-orientedAre mediatedAre mediated

– Most often, leisure is communicated Most often, leisure is communicated and/or experienced through forms such and/or experienced through forms such as TV, Movies, Internet, Cell phoneas TV, Movies, Internet, Cell phone

In important ways are socially, In important ways are socially, politically, economically, historically, politically, economically, historically, and/or morally re/productiveand/or morally re/productive

Conceptualizing Empire:Conceptualizing Empire:Key StrataKey Strata

3 Strata:– Leisure Supra-structure– Leisure Infra-structure – Leisure Consumer

Conceptualizing Empire:Conceptualizing Empire: the Leisure Supra-structure

Within the Leisure Supra-structureLeisure Supra-structure, 2 dimensions:– Political Dimension: the philosophy,

practices encouraging leisure production and consumption

– Economic Dimension: the outlook and apparatus aimed at producing, delivering and consuming leisure

The Economic DimensionThe Economic DimensionUnderlying media and its consumption is a Underlying media and its consumption is a

certain economic milieu and consumer certain economic milieu and consumer capability.capability.

For instance, Japan is:For instance, Japan is:– Considered the Considered the second-most-technologically-powerful second-most-technologically-powerful

economy in the worldeconomy in the world after the U.S. after the U.S.– Listed as the Listed as the third-largest economythird-largest economy after the U.S. and China after the U.S. and China– The The largest largest aid donor in the worldaid donor in the world– SecondSecond (to U.S.) in per-capita national income (2002) (to U.S.) in per-capita national income (2002)– Third Third (to U.S. and Canada) in purchasing power by volume (to U.S. and Canada) in purchasing power by volume

per capita (2002) per capita (2002) – ThirdThird in budget expenditures in budget expenditures– FifthFifth in budget revenues in budget revenues– TenthTenth in business efficiency in business efficiency

Conceptualizing Empire:Conceptualizing Empire: the the Leisure Infra-structure

Within the Leisure Infra-structure, 2 aspects:– Means/Sites of Leisure Consumption

Included here is media– Means/Goods of Leisure Production

A Media Rich EnvironmentA Media Rich Environment

For instance, compared to other For instance, compared to other nations, Japan has: nations, Japan has: – The The ThirdThird-most number of TVs per capita-most number of TVs per capita

Behind China and the U.S.Behind China and the U.S.

– The The SecondSecond-most number of PCs-most number of PCsBehind the U.S.Behind the U.S.

– The The ThirdThird-most mobile cellular phones-most mobile cellular phonesBehind the U.S. and ChinaBehind the U.S. and China

– The The FirstFirst-most number of Fax Machines -most number of Fax Machines

Conceptualizing Empire:Conceptualizing Empire: the Leisure Consumer Stratum

Within the Leisure Consumer Stratum, key factors include:– Time (opportunities to consume)– Disposable Income (ability to

consume)– Access to media technology– Activities engaged in (actual kinds of

consumption)

Work TimeWork TimeMost importantly, work time has steadily decreased Most importantly, work time has steadily decreased

over the years.over the years.From a society dubbed an “economic empire” in tFrom a society dubbed an “economic empire” in the mid-1980s:he mid-1980s:

where work, alone, was the measure of successwhere work, alone, was the measure of success

Now work time is on the decline:Now work time is on the decline:– A 2004 survey indicates that in the last decade, work A 2004 survey indicates that in the last decade, work

time has declined across all industries, on average, 1time has declined across all industries, on average, 17.9 hours7.9 hours

or roughly 3.58 hours per day, given a 5 day work week.or roughly 3.58 hours per day, given a 5 day work week.

-- -- Japan in Figures, 2004Japan in Figures, 2004Statistic BureauStatistic Bureau

Ministry of Public Management, Home Affairs, Posts and TelecommnuicationsMinistry of Public Management, Home Affairs, Posts and Telecommnuicationshttp://www.stat.go.jp/english/data/figures/pdf/2004f.pdfhttp://www.stat.go.jp/english/data/figures/pdf/2004f.pdf

And Leisure TimeAnd Leisure Time

Concomitantly, leisure time has steadily increaConcomitantly, leisure time has steadily increased over the years.sed over the years.– A 2001 Survey found that – as compared to 199A 2001 Survey found that – as compared to 199

6 – 6 – both males and females spent far less time on secondary activities – such as work – and more time on tertiary activities (free-time activities).

- - Ministry of Public Management, Home Affairs, Posts and Telecommnuications Ministry of Public Management, Home Affairs, Posts and Telecommnuications

- http://www.stat.go.jp/english/data/shakai/2001/jikan/yoyakuj.htm#A- http://www.stat.go.jp/english/data/shakai/2001/jikan/yoyakuj.htm#A

Leisure HoursLeisure Hours YearYear

ActivityActivity19761976 19911991 20012001

MaleMale FemaleFemale MaleMale FemaleFemale MaleMale FemaleFemale

PrimaryPrimary 10.4110.41 10.4210.42 10.1910.19 10.3010.30 10.3010.30 10.4210.42

SecondarySecondary 7.387.38 8.048.04 7.337.33 7.467.46 6.416.41 7.017.01

TertiaryTertiary 5.415.41 5.145.14 6.086.08 5.445.44 6.396.39 6.176.17

In short: Over the past 3 decades:

• work hours have decreased by nearly an hour a day for both men and women;

• leisure time has increased for both nearly an hour;

• The disparity between the two in terms of leisure time is decreasing, though only marginally

Contemporary Japanese Contemporary Japanese Time UseTime Use

Not only is leisure increasing…Not only is leisure increasing…The The primary leisure activityprimary leisure activity (consuming (consuming media) is media) is third third among all human activitiesamong all human activities– At 2.24 hours/dayAt 2.24 hours/day

It trails only:It trails only:– Sleep: 7.32 hours/daySleep: 7.32 hours/day– Work: 4.34 hours/dayWork: 4.34 hours/day

NoteNote: other surveys place TV consumption, : other surveys place TV consumption, itself, at over 3.30 hours/dayitself, at over 3.30 hours/day– I.e. well in excess of the leisure figures listed I.e. well in excess of the leisure figures listed

above above

Styles of Discourse: InfotainmentStyles of Discourse: Infotainment

Within the milieu is a kind of communication Within the milieu is a kind of communication approach -- a rhythm of that lifespace…approach -- a rhythm of that lifespace… 　　which assists this leisure consumptionwhich assists this leisure consumption

In contemporary televisual communication thiIn contemporary televisual communication this is often referred to as “s is often referred to as “infotainmentinfotainment””

Styles of Discourse: Infotainment

In Japan, infotainment is a genre-spanning In Japan, infotainment is a genre-spanning discourse (what Holden and Ergul [2004] discourse (what Holden and Ergul [2004] and Ergul [2004] have called a “and Ergul [2004] have called a “supra-dissupra-discoursecourse”) ”) – it underpins consciousnessit underpins consciousness– provides a logic for and style of organizing anprovides a logic for and style of organizing an

d presenting mediated communication.d presenting mediated communication.

ContentContent: a melding of popular, : a melding of popular, information and entertainmentinformation and entertainment

Popular culture has always provided much of Popular culture has always provided much of the stuff for leisure consumptionthe stuff for leisure consumption

Now, however, these are melded with the Now, however, these are melded with the supra-discourse:supra-discourse:– the “popular” is loaded into and located the “popular” is loaded into and located

in everything from advertising to quiz in everything from advertising to quiz shows to news to “wide-”, “wake up” shows to news to “wide-”, “wake up” and variety shows and variety shows

– this is particularly true of athletes and this is particularly true of athletes and their sports, as I have shown in other their sports, as I have shown in other research (Holden 2002, 2003).research (Holden 2002, 2003).

ContentContent: a balance of indigenous : a balance of indigenous and exogenous elementsand exogenous elements

Under contemporary conditions, globalization Under contemporary conditions, globalization ensures that the stuff of leisure ensures that the stuff of leisure consumption may not all be indigenousconsumption may not all be indigenous

Usually we think of exogenous material as Usually we think of exogenous material as that which is imported – that enters the that which is imported – that enters the focal context from outsidefocal context from outside

However, in the case of Japanese sports and However, in the case of Japanese sports and athletes, it is often the case that athletes, it is often the case that indigenous indigenous materialmaterial (local athletes and teams) become (local athletes and teams) become exogenous exogenous (through their play outside the (through their play outside the country). They are country). They are re-imported by local re-imported by local mediamedia for consumption by local viewers for consumption by local viewers and fansand fans..

Media Re-import: EffectsMedia Re-import: EffectsAs a phenomenon, media re-imports are:

– Pervasive– Powerful

Re-imports:– Constitute a daily, non-stop set of representations– Across the panoply of TV genres (primarily)– Reflect a unified discourse:– Offer windows into subterranean topics (culturally

relevant societal myths), such as:Cultural and political identityIndividual capacityGender identityNationalism

Advertising, Empire, Consumption Advertising, Empire, Consumption and Athletic Re/Importsand Athletic Re/Imports

Building on this Building on this concept, the concept, the focus in this focus in this talk is on the talk is on the important role important role that that advertising advertising plays in the plays in the Re/import Re/import processprocess

Advertising AthletesAdvertising Athletes

The settings in which they appear are The settings in which they appear are as often as not set in countries as often as not set in countries beyond Japan’s borders…beyond Japan’s borders…– As for instance, this ad:As for instance, this ad:

The athletes engaging in lifestyles The athletes engaging in lifestyles alien to the “normal” rhythms of alien to the “normal” rhythms of “indigenous” Japanese life.“indigenous” Japanese life.

III. Athletes as AdvertisersIII. Athletes as Advertisers1.1. FootballersFootballers

NakataNakataOnoOnoTakaharaTakaharaNakamuraNakamura

2.2. BaseballersBaseballersMatsuiMatsuiIchiroIchiroShinjoShinjo

3.3. OthersOthersTakahashi (Naoko)Takahashi (Naoko)

Mediations and DiscourseMediations and DiscourseAs I have discussed in other published work, much As I have discussed in other published work, much

of the mediation of Japanese athletes – whether of the mediation of Japanese athletes – whether in news, wide-shows, talk shows or ads – has in news, wide-shows, talk shows or ads – has focused on challenge (in foreign leagues) and focused on challenge (in foreign leagues) and success.success.

These mediations often seemed couched in the These mediations often seemed couched in the vernacular of national achievement, with athlete vernacular of national achievement, with athlete as signifier for nation.as signifier for nation.

Together, these mediations are so constant and Together, these mediations are so constant and their frames so narrow, it operates as a their frames so narrow, it operates as a discursive formation.discursive formation.– Concerning, first, individualityConcerning, first, individuality– Then national identityThen national identity– And, finally, via aggregated success, nationalismAnd, finally, via aggregated success, nationalism

The New World JapaneseThe New World Japanese

One of the threads that my work has yet to eOne of the threads that my work has yet to emphasize is comfort in the world beyond Jamphasize is comfort in the world beyond Japan’s borders.pan’s borders.– Because of Japan’s historical isolation and also Because of Japan’s historical isolation and also

what has been labeled it “gaijin complex” (or fewhat has been labeled it “gaijin complex” (or fear of foreigners), this is significant.ar of foreigners), this is significant.

This theme of “thriving beyond” can be seen iThis theme of “thriving beyond” can be seen in ads for 3 foreign-based soccer players, Hin ads for 3 foreign-based soccer players, Hidetoshi Nakata, Shinji Ono and Naohiro Takdetoshi Nakata, Shinji Ono and Naohiro Takahara.ahara.

Ono’s WorldOno’s World

Shinji Ono is a soccer player who has spent Shinji Ono is a soccer player who has spent the last 3 years playing in the Dutch the last 3 years playing in the Dutch League.League.

He is a “Japanese success story”He is a “Japanese success story”– in that he has “survived” in a competitive in that he has “survived” in a competitive

international leagueinternational league– also because he has mastered the language also because he has mastered the language

(historically a psychological barrier that has (historically a psychological barrier that has kept Japan in isolation)kept Japan in isolation)

– These ads These ads emphasize his comfort in that emphasize his comfort in that international, alien, worldinternational, alien, world

Deeper DiscourseDeeper DiscourseCertainly this is nothing more than a trifling 15 Certainly this is nothing more than a trifling 15

seconds;seconds;– A “feel good” vignetteA “feel good” vignette– The interchange merely shows that the girl wishes to The interchange merely shows that the girl wishes to

spend time with Ono on another picnic, he loses the ball spend time with Ono on another picnic, he loses the ball and she scolds him to take care of things important to and she scolds him to take care of things important to him.him.

Yet it does work to communicate that Ono is:Yet it does work to communicate that Ono is:– Comfortable in the alien worldComfortable in the alien world– That he is accepted and has a place thereThat he is accepted and has a place there– In fact, in another ad, Ono is shown speaking Dutch (to In fact, in another ad, Ono is shown speaking Dutch (to

himself – as if this was the most natural thing) and then himself – as if this was the most natural thing) and then receiving enthusiastic support from his young fans.receiving enthusiastic support from his young fans.

Japanese, in short, not only CAN survive; they can Japanese, in short, not only CAN survive; they can THRIVE overseas.THRIVE overseas.

A Constant ThemeA Constant Theme

This theme of overseas comfort and success This theme of overseas comfort and success is covered time and again in ads for is covered time and again in ads for Japan’s athletic exportsJapan’s athletic exports as if this is a point of fascination – if not as if this is a point of fascination – if not

downright disbelief – for Japanese.downright disbelief – for Japanese.

If nothing else, it provides regular, If nothing else, it provides regular, workaday stiffs, stuck in their insular, workaday stiffs, stuck in their insular, restricted Japanese life, a way of restricted Japanese life, a way of experiencing efficacy, if only vicariouslyexperiencing efficacy, if only vicariously

The drudgery of their everyday life is The drudgery of their everyday life is somehow mitigated by experiencing the somehow mitigated by experiencing the conquests of these sports heroes.conquests of these sports heroes.

Takahara’s WorldTakahara’s World

In a series of ads for a charge card (called “Life CarIn a series of ads for a charge card (called “Life Card”), the footballer Takahara Naohiro is shown movd”), the footballer Takahara Naohiro is shown moving through his daily paces in Germany.ing through his daily paces in Germany.Here is only a partial ad, but it shows him signing autogrHere is only a partial ad, but it shows him signing autogr

aphs and talking about how coming to Europe was a biaphs and talking about how coming to Europe was a big chance for him.g chance for him.

““Chances don’t wait,” he says. “You have to make of them what Chances don’t wait,” he says. “You have to make of them what you can.” One does it by themselves.you can.” One does it by themselves.

This reflects the new “Do It Yourself”/“Can Do” attitude oThis reflects the new “Do It Yourself”/“Can Do” attitude of Japanese today (as communicated through their comf Japanese today (as communicated through their commercial athletes).mercial athletes).

Nakata’s WorldNakata’s World

Hidetoshi Nakata is a soccer player who haHidetoshi Nakata is a soccer player who has spent the last 6 years playing in Italy’s Ss spent the last 6 years playing in Italy’s Serie A for a number of teams.erie A for a number of teams.He was the first soccer success storyHe was the first soccer success story– Successful not only for his play on the field, buSuccessful not only for his play on the field, bu

t his mastery of the languaget his mastery of the languageas this ad (showing him as the center of attention as this ad (showing him as the center of attention at an Italian party) makes clearat an Italian party) makes clear

Nakata’s Message of Challenge Nakata’s Message of Challenge Acceptance and AplombAcceptance and Aplomb

Another aspect of Nakata’s success is his Another aspect of Nakata’s success is his comfort out in the world. His willingness to comfort out in the world. His willingness to challenge new thingschallenge new things– as in the African ad we saw earlieras in the African ad we saw earlier– Or in a Coke ad (which like the copier ad, places Or in a Coke ad (which like the copier ad, places

him at the center of a party with Caucasians, him at the center of a party with Caucasians, laughing, joking, playing, consuming)laughing, joking, playing, consuming)

exampleexample

So, too, his association with (and embrace So, too, his association with (and embrace of) “style” and glamourof) “style” and glamour

as the following ad makes clearas the following ad makes clear

The Ixy AdThe Ixy AdThe operant elements of this ad are:The operant elements of this ad are:

– The cat and mouse between a foreign woman The cat and mouse between a foreign woman and a Japanese manand a Japanese man

– The Japanese man navigates a maze-like The Japanese man navigates a maze-like environmentenvironment

Emblematic of his ability to survive in a complicated Emblematic of his ability to survive in a complicated foreign milieuforeign milieu

Symbolic of the ability of all Japanese to so succeedSymbolic of the ability of all Japanese to so succeed

– The fact that the woman is willing to be caught The fact that the woman is willing to be caught by this Japanese man is also symbolic of by this Japanese man is also symbolic of “foreign” desire (for Japanese) and (Japanese) “foreign” desire (for Japanese) and (Japanese) efficacy in obtaining the foreign. efficacy in obtaining the foreign.

Internationalizing JapanInternationalizing Japan

One of the key themes for Japan beginning in the 1One of the key themes for Japan beginning in the 1980s and through the 1990s was “internationaliz980s and through the 1990s was “internationalization”ation”– Stepping out of the shadows of isolationismStepping out of the shadows of isolationism– Of course, this was the result, in large part, of a globOf course, this was the result, in large part, of a glob

alizing economyalizing economyIn ads we see this in numerous Nakata adsIn ads we see this in numerous Nakata ads

– The earlier C2 ad where he eats pizza and plays The earlier C2 ad where he eats pizza and plays fusbfusbolol at a party with Caucasians at a party with Caucasians

– In the following Canon copier ad where he is literally In the following Canon copier ad where he is literally swarmed over by Italians with whom he interacts (in Itswarmed over by Italians with whom he interacts (in Italian) with comfort and aplomb.alian) with comfort and aplomb.

Global DimensionsGlobal DimensionsFor the most part these athletic endorsements have For the most part these athletic endorsements have

been by “Japan’s Sports Exports”.been by “Japan’s Sports Exports”.– Domestic heroes certainly serve as “image characterDomestic heroes certainly serve as “image character

s”s”For instance, baseballers Kiyohara and Takahashi have haFor instance, baseballers Kiyohara and Takahashi have had ad campaigns (for beer).d ad campaigns (for beer).Shinjo is a domestic figure (now) and even (former Major LShinjo is a domestic figure (now) and even (former Major League manager) Bobby Valentine has an ad (although for teague manager) Bobby Valentine has an ad (although for the parent company that owns his teamhe parent company that owns his team– Notably, both Shinjo and Valentine have had international careNotably, both Shinjo and Valentine have had international care

ersers

Local to GlobalLocal to GlobalEven when the local is Even when the local is

presented, it often is in a presented, it often is in a global context… global context… – As in the case of this Olympic As in the case of this Olympic

gold medal winner who is gold medal winner who is shown instructing young kids, shown instructing young kids, then exhorting her country to then exhorting her country to “fight hard”“fight hard”

The farm equipment maker The farm equipment maker is said to give those working is said to give those working in the fields an edge to “fight in the fields an edge to “fight hard” as well.hard” as well.

Local ElementsLocal Elements

As we know from recent theorization, globalizaAs we know from recent theorization, globalization is as much a theory of local as it is of gltion is as much a theory of local as it is of global.obal.

In many of these ads the discourse is someIn many of these ads the discourse is something beyond globalitything beyond globality– Instead, about hybridity, indigenization or even tInstead, about hybridity, indigenization or even t

he resistance of the globalhe resistance of the global

The Shijo AdThe Shijo Ad

Recall in the ad for “Morning Serve”Shinjo is a signifier/icon for difference– His character is “original” (unique, even strange, un-Japanese)

This is underscored by his using a frying pan as a batHis long, red cooking gloves (long red arm bands were a trademark for him in his baseball career)And, of course, these colors are indexical of Japan’s flag.

The food Shinjo prepares begins as an American meal (i.e. sausage)He then indigenizes it (wrapping it in dried seaweed and rice)This serves as commentary on how a foreign product can appeal to locals; how it can be hybridized to meet local desires/preferencesHow you can “take the the boy out of the country, but not take the country out of the boy”.

Transculturation:Transculturation:A Matsui Example A Matsui Example

So, too, in one of Matsui’s ads (not shown here) – So, too, in one of Matsui’s ads (not shown here) – for vegetable juice – he eats a morning breakfast for vegetable juice – he eats a morning breakfast by himself in his New York apartment.by himself in his New York apartment.– We know it is New York from the establishing shot of the We know it is New York from the establishing shot of the

Empire State Building and the Island of Manhattan.Empire State Building and the Island of Manhattan.– The breakfast he cooks is a hybrid: a fried egg, but The breakfast he cooks is a hybrid: a fried egg, but

eaten in the traditional way: with rice, pressed fish, eaten in the traditional way: with rice, pressed fish, soybean soup. soybean soup.

– He uses Japanese bowls and chopsticks.He uses Japanese bowls and chopsticks.

Reterritorialization:Reterritorialization:“Little Matsui” and his “Little Matsui” and his Osaka-ben Osaka-ben In the following ad, Kazuo Matsui speaks In the following ad, Kazuo Matsui speaks his local (Osaka) dialect as he tries to his local (Osaka) dialect as he tries to convince consumers of his sincerity…convince consumers of his sincerity…– ““I’m not lying! This is the truth” he pleads to I’m not lying! This is the truth” he pleads to

the camera.the camera.– the issue is that he is insisting that he actually the issue is that he is insisting that he actually

brought this product with him when he went to brought this product with him when he went to play baseball in America.play baseball in America.

This serves as an example of cultural This serves as an example of cultural selection, holding onto the familiar (or selection, holding onto the familiar (or local) in the face of difference (here, living local) in the face of difference (here, living and working in a foreign country). and working in a foreign country).

Consuming AthletesConsuming AthletesOf course, beyond the Of course, beyond the

nationalist and nationalist and identity discourse, identity discourse, there is simply the there is simply the consumption of consumption of athletes (in our athletes (in our viewing of their mini-viewing of their mini-entertainments); as entertainments); as they consume the they consume the products in the ads.products in the ads.

Skills on DisplaySkills on Display

When Ichiro goes careening through a crowdeWhen Ichiro goes careening through a crowded American city to track down a fly ball, therd American city to track down a fly ball, there is the pleasure of viewing his considerable is the pleasure of viewing his considerable speed, determination, “stick-to-it-iveness”e speed, determination, “stick-to-it-iveness”

Or when Shunsuke Nakamura shows that he iOr when Shunsuke Nakamura shows that he is better than water-ghosts, we feel the thrils better than water-ghosts, we feel the thrill of his abilities l of his abilities

Consuming MessagesConsuming MessagesAnd while there may be small messages of nAnd while there may be small messages of n

ation, group identity, or (for instance) perseation, group identity, or (for instance) perseverance in daily life, in many cases, ads arverance in daily life, in many cases, ads are still about:e still about:– The product;The product;– Keeping a leisure nation entertained;Keeping a leisure nation entertained;– Keeping a consumtopia consuming.Keeping a consumtopia consuming.

As this Matsui offering makes clear As this Matsui offering makes clear

ConclusionsConclusionsIn this talk I focused on Japan’s athletic ads.In this talk I focused on Japan’s athletic ads.

Significations were shown to speak prominently Significations were shown to speak prominently of nation and the foreign vis-à-vis these athletes of nation and the foreign vis-à-vis these athletes and their livesand their lives

Beyond what the athletes advertise, I was most Beyond what the athletes advertise, I was most concerned with what these ads tell us about the concerned with what these ads tell us about the dual empires that have given athletes voice:dual empires that have given athletes voice:– the culture of consumption andthe culture of consumption and– the cult of leisure. the cult of leisure.

In my view, this selective vector of sports-related In my view, this selective vector of sports-related communication tells us a great deal about:communication tells us a great deal about:– the current state of Japanese society – based as it is on the current state of Japanese society – based as it is on

leisure, celebrity, athletic achievementleisure, celebrity, athletic achievement– a globalizing world, and a globalizing world, and – changing attitudes about Japan’s place (via its athletic changing attitudes about Japan’s place (via its athletic

successes) in the world.successes) in the world.