Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
3Activity
0 of .
Results for:
No results containing your search query
P. 1
Foreign Celebrities in Japan

Foreign Celebrities in Japan

Ratings: (0)|Views: 4,873|Likes:
Published by Sebastiano Mereu
Foreign celebrities have been an important part of Japanese television for the past few decades and the so-called gaijin tarento cannot be imagined off the television screens anymore. Even though some foreign celebrities may earn up to half a million dollars a year, viewers do not favor them above local celebrities. Japan’s unique markets attract foreigners, who either do not have a market in their own country to promote and sell their craft, or who are merely looking for a revival or a second chance. The high uncertainty avoidance inherent in Japanese society plays a crucial role in how Japanese consumers perceive foreign celebrities and how these foreign nationals act up to their audiences’ expectations.
Foreign celebrities have been an important part of Japanese television for the past few decades and the so-called gaijin tarento cannot be imagined off the television screens anymore. Even though some foreign celebrities may earn up to half a million dollars a year, viewers do not favor them above local celebrities. Japan’s unique markets attract foreigners, who either do not have a market in their own country to promote and sell their craft, or who are merely looking for a revival or a second chance. The high uncertainty avoidance inherent in Japanese society plays a crucial role in how Japanese consumers perceive foreign celebrities and how these foreign nationals act up to their audiences’ expectations.

More info:

Published by: Sebastiano Mereu on Apr 06, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

12/23/2012

pdf

text

original

 
 
ForeignCelebritiesinJapan
Independent Studies, Kansai Gaidai University, JapanSebastiano Mereu, May 2006
 
TableofContent
Table of Content.........................................................................................................................2Summary ..................................................................................................................................31 Introduction ............................................................................................................................32 Political Economy of Japan: from 1945 until Today .............................................................42.1 After World War II ..........................................................................................................42.2 A Global Economic Power ..............................................................................................52.3 National Identity ..............................................................................................................63 Hollywood’s In-House Secret ...............................................................................................83.1 Asian Faces .....................................................................................................................93.2 Westerners on Japanese TV ..........................................................................................104 Gaijin Tarento ......................................................................................................................104.1 Why is there a Market for Gaijin Tarento after all? ......................................................114.2 Leader Of The Pack .......................................................................................................124.3 Dancing Bear Syndrome ...............................................................................................134.4 Stereotypes ....................................................................................................................145 After They Were Famous .....................................................................................................155.1 Codino Divino ...............................................................................................................155.2 The American Sensei ....................................................................................................176 Before They Were Famous ..................................................................................................186.1 Sweet & Cute ................................................................................................................186.2 The Swiss Samurai ........................................................................................................197 Uncertainty Avoidance in Japan ..........................................................................................207.1 The Nail that sticks up gets hammered down ...............................................................218 Conclusion ............................................................................................................................229 Bibliography .........................................................................................................................24
 
Summary
Foreign celebrities have been an important part of Japanese television for the past fewdecades and the so-called gaijin tarento cannot be imagined off the television screensanymore. Even though some foreign celebrities may earn up to half a million dollars a year,viewers do not favor them above local celebrities. Japan’s unique markets attract foreigners,who either do not have a market in their own country to promote and sell their craft, or whoare merely looking for a revival or a second chance. The high uncertainty avoidance inherentin Japanese society plays a crucial role in how Japanese consumers perceive foreigncelebrities and how these foreign nationals act up to their audiences’ expectations.The entertainment industry in Japan can be pictured like a zoo with many exotic animals. Thegaijin tarento being the zoo’s dancing bears, dance for their audiences as long as they are fedwith honey, in their case, honey being fame and money. Despite their success and in view of the fact that Japanese culture has been increasingly opening its doors to the West, gaijintarento are becoming less interesting to the audience of the land of the rising sun and theseforeign specimens are most likely to disappear.
1Introduction
Japan became the second largest economy in the world thanks to the US hegemony after theSecond World War. Due to a close relationship with the United States of America, Japan hasbeen influenced by Western cultures, and many foreign companies and celebrities have triedto enter the Japanese market to find success, even though – or because –the rules are differentthan in their domestic markets.The main focus of this work will be dedicated to foreign celebrities who are famous for beingfamous—the so-called gaijin tarento. An important question that has to be asked wheninterpreting this phenomenon is, ‘Why is there a market for gaijin tarento after all?’ Socio-cultural views and stereotypes play a considerable role in Japan’s media, and foreigners, suchas Dave Spector and Bob “The Beast” Sapp, are characters no Japanese viewer wants to miss.It is almost like a zoo, where dancing bears keep the masses entertained as long as theyreceive honey, or in the case of the foreign celebrities, large amounts of money.Many foreign stars can be put in two different categories. The first category is, stars that findfame in Japan “after” they were famous in the West. Especially Hollywood celebrities try

Activity (3)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Nita Nair liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->