Japan’s Popular Culture: participation and consumptionThe basis of participation
Mass consumption versus individual expression
Mediums of homogenization
Alternative culture
Market Impact of the less fanatic Otaku HK$ 92,919,300,000
Market Impact of the real fanatic Otaku Field Population (*1) Market Scale (*2)
Comics 350,000 ¥ 83 billion
Animation 110,000 ¥ 20 billion
Idols (*3) 280,000 ¥ 61 billion
Games 160,000 ¥ 21 billion
PC assembly 190,000 ¥ 36 billion
Audio-visual 60,000 ¥ 12 billion
equipment
Mobile IT 70,000 ¥ 8 billion
equipment
Autos 140,000 ¥ 54 billion
Travel 250,000 ¥ 81 billion
Fashion 40,000 ¥ 13 billion
Cameras 50,000 ¥ 18 billion
Railways 20,000 ¥ 4 billion
Total 1.72 million ¥ 411 billion HK 27,123,400,00
Five Types of Otaku, from Six Criteria
Marketing to Otaku: the 3Cs
Collection : Promote continuous consumption by adding elements of collecting to products and services
Creativity : Introduce products that could be converted or for which there is room for reconstruction. Strengthen consumer attachment to a product by providing an outlet for creativity in consumer activities of the user.
Community : Promote consumer activities by providing a place to exchange/transmit information and demonstrate their own creative activities.
Summing up
Does religion plays a significant role in shaping behavior and enriching life in Japan.
Is their room for individual expression within Japan’s mass culture society. Can Japanese women express themselves and assert their equal rights in what has been a male dominated society.
Does the education system in enable equal opportunity and individual expression.
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