Coming back to the discourse about marriage, in modern Japan, under the democratic constitution, marriage is supposed to be based on equal relations between man and woman. Polygamy is prohibited, and Japanese family is formed under the father as a head of household. The contemporary Japanese family, however, is changing rapidly because of lower birth rates, longer life expectancies, an increase in the number of one-person households, and later age at marriage. Globalisation and cheaper travelling has also positive transformations in gender roles and equality.
As an example, I would like to tell about one young Japanese couple, I was living in their neighbourhood for 4 months. I have noticed that the wife is not subordinated under her husband, as I have read before in some articles about traditional relations between married couple. During my university classes I have read that traditionally husband and wife are expected to communicate as little as possible here in Japan. This situation is described as a domestic divorce. There is no conversation, communication and sexual relations between a husband and wife, but they do not divorce. Well, now I can say that not all the couples are like that. Wife’s and husband’s roles are changing in positive. This young couple, on my opinion, is really an ideal couple. They were dividing their house keeping roles without any dominating behaviour. I haven’t noticed more power on her or his behaviour. They were acting as a normal, equal couple. Of course, one gender role - mother’s role, is noticeable, and, I think, is still resisting in Japan. Being a good mother sometimes could be even more important than being a good wife or lover. The concept of motherhood in Japan has deep cultural and historical roots, and today’s women still believe in the power of caring their children as well as they can. Another role, man as the main breadwinner of the family, is also resisting. The perception of the man as a main householder is common also in the rest of world, especially in South European countries.
On conclusion, we can see that young Japanese families are changing apparently. Men are more and more present in domestic activities and women are more and more able to combine work and house-keeping together. I am sure that now, in the 21st century, the Japanese family is becoming on gender-equality based family!
2 FOLLOWING QUESTIONS
Depiction of gender in the Japanese media (advertising/ TV commercials)
Researchers and sociologists recently are talking a lot about that the stereotypic portrayals of men and women found in mass media reinforce gender stereotypes in Japanese society. A limited literature and research on Japanese media suggests that gender stereotypes may be present in Japan. Theoretically, we can argue about the existence or not, but practically, it’s true. Stereotypes exist, and fairly strong, especially during the after war period and the past three decades. We can see it on TV, magazines and newspapers. Media is a reflection of mass culture. So it’s normal to see these stereotypes depicted in media. Over the past decade gender stereotyping in television commercials has received particular attention. Some studies have reported either modest (Schneider & Schneider, 1979) or substantial decrements (Bretl and Cantor, 1988; Ferrente et al., 1988) in stereotyping while others have found no significant changes in the portrayals of men and women over time (Lovdal, 1989; Maklin & Kolbe 1984).
Of course, there is always big difference between woman and man, their role in society, work and family has different meanings and different approaches. For example, „boys are encouraged to be aggressive, become leaders, engage in sports, and grow into 'macho' men. Research by Sobieraj, 1998 (Children Now, Images of Men and Boys in Advertising, Spring, 2000), found in advertising for toys that these showed boys as "strong, independent, athletic, in control of their environments, adventurous, and aggressive. Girls are shown as giggling, gentle, affectionate, fixated on their physical appearance, and extremely well behaved.‟ ()
I have watched some advertisements in TV, and noticed that women in these commercials are more likely to be young, beautiful, dependents, in the home and users of the products. They also are recommending some products without specific explanation how to use it or without the support of factual arguments (Men are better in to weigh in with an argument, I think). Men, on the other hand, are older, often “salarymen”, somewhere outside of the home and authorities on the products. They are also often explaining why the products are good and recommending items soundly.
Even though some stereotypes about the presentation of gender in commercials persist (for setting, product type, voice-over), the recent study found an equal number of males and females appearing as primary characters in commercials during prime time. („Changing Gender Roles in Prime-Time Commercials in Malaysia, Japan, Taiwan, and the United States‟, , , and ).
Talking about gender stereotypes in Japanese media, maybe somebody would talk about women position and how this position is objectified. Of course, Japanese women in past few decades felt discriminated politically and economically. This unsafeness made them feel weaker, and maybe unappreciated. But we can also see it from the opposite side. We can think about how men are objectified. Especially, how the male ideal in Japanese media is becoming closer and closer to a woman (as I have mentioned about it in past sociology papers).
Recent studies talk about some changes of stereotypic portrayals of men and women and also are investigating changes in gender stereotyping over time. As example, in one online magazine we can find that „although some indigenous gender stereotyping was evident, several traits previously associated with Japanese women (devoted, obliging, rattle-brained, superstitious) were associated with men. Also, men were not linked with certain stereotypical male traits (autocratic, blustery, forgiving, generous, and severe). (). Other findings included women being shown in a positive way as often as men. This means that women are represented almost in the same way as men, for example, if advertisement is promoting a high-price product, there is an equal number of man and women shown in commercials.
Otherwise, it is evident that gender, sex and advertising are „working‟ for only one purpose- to make people desire specific product and to buy it. The construction of gender, which is where a girl learns to be a woman and where a boy learns to be a man depending on what society has taught us about each of the genders is similar with the construction of the consumer in Japan context, which is what a woman should be wanting to buy to increase her femininity/ to be a good housewife and what a man should be wanting to buy to increase his masculinity/ to have success at work. This is one of the main reasons for advertising and gender to be so closely linked to one another. In Japanese society cultural values, history and practices have deep roots and very important meaning. To see housewives dressed in kimono and teaching their daughters how to cook, helping their sons to study or preparing meals for husbands returning from long-hour work; husbands, working all day long in offices playing golf and drinking with friends after work – all these situations are reflection of a wonderful Japanese culture, culture, which persists for a long time and is so different from Western cultures.
In conclusion, researchers as Akira Sakamoto and Mieko Takahira claim that traditional stereotypic portrayals of men and women in Japanese television commercials have not substantially decreased from 1961 to 1993. Nor do they accurately reflect contemporary social trends in Japan. () That means that generally, Japan society has withstood from West influence, is quiet strict and unwilling for big changes.
Relationship between gender and consumerism in Japan
In this topic I am going to discuss about consumerism in Japan, and especially about female consumers, as women are the main figures in Japan’s consumer culture.
Social, cultural, economical and ideological history of Japan in the 20th century brings to life the gender differentiation guided by the mix of urbanization, globalisation, the growing middle class and consumerism. Global internationalisation reached the island of Sun also, but it doesn’t mean that it made increase consumerism there, I mean, Japan had no necessity to be surrounded by Western novelties. Japanese women became the icons of an emerging urban femininity quickly, and, later, it was the main marketer’s object. Also, they could immediately recognise different types of female consumers, which were depending from their lifestyle, age and other criteria. This was particular period marked by new ways of living and working.
Buying goods, clothes and cosmetics was a good way to feel sophisticated and happy, to make your dreams come true. Buying was a real form of self-fulfilment, and also making decisions on what to buy and what not to buy. Women became the leading role’s players. They were representing the main group of mass consume culture.
Nowadays, Japan is known as one of the richest country in the world, and consumerism here has really high incomes (and, actually it has also negative side). Today Japanese magazines, advertisings, TV are promoting are a lot of commercial goods, often in persuading way. Especially women’s magazines are playing a significant role in promoting a consumer culture, and are themselves items of mass consumption. I think, the main success of these magazines is that they are helping women to construct their own identity. Japanese women had and still have a lot of difficulties in this male-dominated country. In these magazines they find out that there is somebody who thinks exactly in the same way, has exactly the same problems, and, also, has the same dreams…So they do not feel alone anymore.
It is evident that doing shopping makes woman feel good. Well, today in Japan is emerging one big problem related to consumerism- enjo kosai, or „dating for assistance‟, a practice where high school-aged girls are paid by older men to accompany them on dates and sometimes to render sexual services, even if it seems not so frequent phenomenon as media claims. However, statistics shows that not all the girls involved in this activity, are talking about it loudly. The social network surrounding enjo kosai is complex. This phenomena is linked with the consumerist kogal subculture. It appeared after the end of the 1980s economic boom, and many observers believe that it serves as a way for young girls to preserve the lifestyle of that era, despite their families' more difficult financial situations. ()
Also it is present in other Asian countries, Europe and America.
I think, the main problem is that with growing materialism and consumerism enjo kosai is still continuing. These young girls need luxurious and well-known designer’s goods and men - something they receive in change of it. It is like a magic circle, it makes these girls to be involved in this activity for a long time, because it is easy and immediate money. Earning money in this way can be even like a drug, it can create a strong dependency, and once they begin, it is quiet hard to stop later.
Some sociologists see enjo kosai as a coming-of-age ritual that has naturally developed in Japan's contemporary capitalist society. Japan is famous for being a place full of contradictions and various sexual politics, which are quiet strange looking with West person’s eyes. In Japan enjo kosai is interpreted in much more easy way - girls lots of times even do not have to have sexual relation with a man, so they do not feel ashamed, and men, are justifying being them involved in this activity because this is the nature who created this „uncontrollable attraction‟, a justification that is not understandable to foreigners.
In conclusion, for the girls who offer themselves and the men who pay, enjo kosai is a dangerous drug which consists of two powerful „elements‟ of thought that are deeply rooted in the collective perception of modern Japan – it is the point at which sexual fetish meets consumerism and, unfortunately, they „need‟ each other for all the time to make it work.