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Chapter 8: Soto Others and Uchi Others

Chapter 8: Soto Others and Uchi Others. Imagining racial diversity, imagining homogeneous Japan Millie Creighton. Chapter Focus. …”Images surrounding racial categories projected in Japan, particularly through advertisement.” (pg. 212)

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Chapter 8: Soto Others and Uchi Others

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  1. Chapter 8: Soto Others and Uchi Others Imagining racial diversity, imagining homogeneous Japan Millie Creighton

  2. Chapter Focus • …”Images surrounding racial categories projected in Japan, particularly through advertisement.” (pg. 212) • Basically how do “Japanese” define themselves (Self) by contrasting themselves to the Other

  3. Why do we Classify • Create feelings of: • Order • Control • Stability • Correctness • Note centrality of classification to Confucianism

  4. Basic Classification Principles in Japan • Besides usual universal categories such as: gender, class, country… • Outsiders: Soto • Insiders: Uchi

  5. Soto -- Outsiders • We protect against • Hold to a different standard • Work with, but at an “arms length” http://www.nime.ac.jp/athome/basics/outside/

  6. Uchi -- Insiders • Group, community, clique… • Protect and Help one another • Single face to outside http://www.nime.ac.jp/athome/basics/outside/

  7. All are simultaneously Insiders and Outsiders • Highly complex system defined by context • Verbal/Physical… signals indicate relationship • To Western eyes appears both Rigid and Fluid

  8. Rigidity • Some boundaries appear never to be crossed • Can Americans become Japanese??? • Hena Gaijin

  9. Fluidity • Okinawans are Japanese • But are they real Japanese??? • embarrassed by how they speak when arriving in Tokyo

  10. Globalization and Japan’s Outside Face • We (self) are Homogeneous • You (other) are Heterogeneous • Japanese • Racially same • Solidly middle class • Left brained not right • Japan as different

  11. Japan’s Denied Inside Face • Historic minorities 2 to 3% • Middle class eroding • Growing foreign workforce • Rebellion of young women (and to a lesser degree young men)

  12. How it works • Project heterogeneity onto outsiders • Therefore insiders must be homogeneous • Ignore internal contradictions by focusing on outsiders • “We are Japanese, because we are not…” • We are different • Our rules are different

  13. Mood Advertising • How it works • Don’t explain a product • Communicate a special mood, elicit an emotional response • Why its used • Maintains rules of formalized humility • How to brag without bragging • ‘no miiningu ado’ • No logical connection between ad and product

  14. Sean Lennon • Sean Lennon is seen talking about things unrelated to the store he's promoting. javascript:newWindow ('clips/lennon.mov') http://www.japander.com/japander/lennon.htm

  15. …”Japanese commercials … are not really trying to be realistic.. They are more image provoking. It does not seem strange to have so many foreigners, because the goal is just to create a nice or different feeling.”

  16. Fantasy Mood • Misemono - …”specials, or ‘things to look at’” Pierce Brosnan Sean Connery http://www.japander.com/japander/brosnan.htm http://www.japander.com/japander/connery.htm

  17. Overt Sexuality that wouldn’t be appropriate for Japanese Women Jennifer Lopez http://www.japander.com/japander/lopez.htm

  18. Japanese as what Western’s want to be Arnold Noodle consumption http://www.japander.com/japander/schwarz.htm

  19. Just Goofy Americans http://www.japander.com/japander/schwarz.htm

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