ポップカルチャー政策概論† Introduction to Pop Culture Policy
Contents
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4. 0 0 00 0 10 1 0 1 1 10 0 1 0 1 1 70 000 1 08 0 00000000000000000000000 0 1 1 0 1 1 D 0 Summary of Introduction to Pop Culture Policy 1 Meaning of Pop Culture Japanese pop culture is now drawing global interest The conventional image of Japan was of a military state before the end of WWII and an industrial state after the war However since the 1990s its cultural presentation has been changing Further there is now a suggestion of a cool country in today s image of Japan This change results in expectations for the growth of pop culture related industries However the share of the contents market in the Japanese GDP is smaller than the global average and the percentage of foreign sales in the entire Japanese contents sales is also small Additionally the Japanese entertainment industry has been shrinking over the last few years Hollywood s full scale efforts towards the contents busin
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23. SJC Discussion Paper DP 2004 001 J 077 Introduction to Pop Culture Policy HO Ichiya Nakamura 1 1 1 1 11 1 1870 This paper is to outline the national policy on pop culture Firstly the situation of the pop culture industry such as Manga Anime and video game is surveyed Secondly the industrial cultural and social characteristics of Japanese pop culture is analyzed Then the relationship between digital technology and pop culture is discussed Based on them the current status and main issues of the pop culture policy are analyzed February 14 2004 Stanford Japan Center i chi ya t anf or c or j p 20 0 0 10303 0 1 0 8 0 00000 1 0 10 0 00000 8 000808 0
24. an operate projects internationally The Japanese expressive method has been continuously cultivated by society since before Japan s modernization within a cultural background where everybody enjoys pop items regardless of their age or sex The characteristics of this Japanese pop market include the following points children s purchasing power is strong participation of adults in the market is large otaku who are the obsessive maniac comic animation fans contributes significantly to market activities and the fact that there is less regulation of sexual and violent expression in the media 3 Digital Technology and Pop Culture Digital technology has bred new expressive styles such as interactive media CGs and 3D graphics These digital technologies have also opened up new business fields such as the World Wide Web on home computers Internet access ring tones and photo mail on mobile phones New cultures new styles and new businesses have been born from these technologies which have also changed the market structure through global business networking At the same time the problems deriving from digitalization such as the illegal copying of music are becoming serious Along with this increased international competition growing development costs and declining profitability are also seen as critical Digital technologies have broken down the borders between professionals and amateurs enabling amateurs to devel
25. ess and the speed of growth of Korea s game and animation industries backed up by governmental policy are also threatening Japan On the other hand the expressive method of pop culture can be applied to remote interactive non entertainment fields such as e commerce and online education which have seen promising growth This expressive method also influences the plans and designs of directly interactive products such as robots and cars We should also focus on the effect of this expressive method on foreign policy and security treaties in this trend of focusing on soft power 2 Characteristics of Japan Comics animations and games have flourished in Japanese culture based on western technologies that were imported after Japan s modernization These fields are growing ever bigger through significant diversification and subdivision yet at the same time they can be seen as merging into a single industry helped by digital media mixing techniques Within the business structure of this industry basic business units comprise numerous creators who run their business in a venture like manner and a few producers assigned from oligopolistic companies that hold most of the circulating capital Although the downsizing of creation tools allows more amateurs to join in the media creation industry the industry as a whole faces several serious problems such as the rigid structure of media distribution and an insufficiency of producers who c
26. o be appropriately evaluated including its outrageousness and indecent aspects Contents policy represents a country s cultural stance and therefore it should be established from a viewpoint that looks out over the next hundred years and with consideration for the maintenance and development of Japanese civilization which is located between two major powers the US and China In order to build up a long term development mechanism the education of people is crucial Thus one urgent matter is to establish a system to educate people as creators artists and producers with high standards and a global perspective however this cannot be achieved without enlightening the nation in general Therefore the first step we should take is to establish a policy that encourages people to participate in digital creation such as by promoting contents creation for children in schools and in local communities OO O 000000 1 000000000000 1 00000 00 10 00 00000 0 0 0 8830 1 J Pop 11 1 1 1 0 1 U 2002 Foreign Policy 00000000 Japan s Gross National Coo I 1 1 2003 1
27. op and broadcast their creations more easily than ever before Japanese people s aesthetics and expressive powers are now enforced by digital power In particular young Japanese are now establishing a new form of informational behavior that could be termed P2P style interactive networking through building up mobile communication methods or bidirectional communication sites like 2ch net Further new expressive fields are being developed through the spread of ubiquitous computing which merges the digital world with the real world 4 Current Status and Issues concerning Pop Culture Policy Contents policy influences a variety of social aspects from industrial and artistic promotion copyrights computerization of various fields such as governmental and educational processes policies related with scientific and technological fields social and moral regulations foreign affairs and even security treaties However the current status of such policies is not clearly organized The policies currently being offered by various governmental offices are all short term plans without any links with each other which also serves to undermine their governmental responsibilities The government should establish a political system that can utilize the strengths of Japanese pop culture Because Japanese pop culture is now the main culture with the potential power for the international promotion of Japanese industry and culture it needs t
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