1887
Volume 8, Issue 1
  • ISSN 2214-3157
  • E-ISSN: 2214-3165
USD
Buy:$35.00 + Taxes

Abstract

Abstract

Japanese visual aesthetics as represented in traditional arts such as flower arranging, calligraphy and tea ceremony have long been celebrated or even emulated as exemplary expressions of beauty. The Japanese term (beautiful) can be used to describe a wide variety of pleasing aspects of daily life, ranging from the human form to nature and even the gustatory experience. This article outlines traditional notions of beauty in the Japanese language, sketching forward to more contemporary expressions of visual culture that cluster around the term . This word is often translated as “cute” in English, but we maintain that extends well beyond its denotative sense to encompass a more complex spectrum of meanings. For example, it can be used to describe objects and practices which have both sentimental charm as well as dark humour. We argue that the aesthetic has been successful because it serves important emotional and social functions. Finally, the differences between the terms and are gendered and class based, with often providing a democratic expression of resistance to gendered processes of aging, ideas of class and taste, and attractiveness in Japan’s postmodern society. This essay begins with an overview of the semantic meanings of the concepts of beauty and cuteness in Japanese, followed by a discussion focused on the historical antecedents of the Japanese notion of cuteness. The third section shifts to an analysis of the expansion of the concept in post-war society and its socio-cultural functions. The essay closes with exploration of a few of the hybrid offshoots derived from , demonstrating that concepts of beauty in Japan are constantly changing and reacting to social and historical trends.

Loading

Article metrics loading...

/content/journals/10.1075/ijolc.00035.mil
2021-06-07
2025-06-16
Loading full text...

Full text loading...

References

  1. Asano-Cavanaugh, Y.
    (2014) Linguistic manifestation of gender reinforcement through the use of the Japanese term kawaii. Gender and Language, 8(3): 341–359. 10.1558/genl.v8i3.341
    https://doi.org/10.1558/genl.v8i3.341 [Google Scholar]
  2. (2017) Kawaii discourse: The semantics of a Japanese cultural keyword and its social elaboration. InC. Levisen and S. Waters (eds) Cultural Keywords in Discourse (pp.211–234). Amsterdam and Philadelphia: John Benjamins. 10.1075/pbns.277.09asa
    https://doi.org/10.1075/pbns.277.09asa [Google Scholar]
  3. Asian Correspondent
    Asian Correspondent (2016) Japanese politician uses cat as election mascot to win over voters. 16July. https://asiancorrespondent.com/2016/07/japanese-politician-cat-election-mascot/
  4. Bull, B. [Google Scholar]
  5. Daliot-Bul, M.
    (2009) Japan Brand Strategy: The Taming of “Cool Japan” and the Challenges of Cultural Planning in a Postmodern Age. Social Science Japan Journal, 12(2): 247–266. 10.1093/ssjj/jyp037
    https://doi.org/10.1093/ssjj/jyp037 [Google Scholar]
  6. Gogen yurai jiten (An Etymological and Historical Dictionary)
    Gogen yurai jiten (An Etymological and Historical Dictionary) (2003 – 2018) Kawaii (cute). gogen-allguide.com/ka/kawaii.html
    [Google Scholar]
  7. Keene, D.
    (1988) The Pleasures of Japanese Literature, New York: Columbia University Press.
    [Google Scholar]
  8. Kinsella, S.
    (1995) Cuties in Japan. InSkov, L. and Moeran, B. (Eds.) Women, Media and Consumption in Japan (pp.220–254). London: Curzon Press.
    [Google Scholar]
  9. Kōno, F.
    (2012) Bōrupen Kojiki (A ballpoint pen Kojiki). Volume1. Tokyo: Heibonsha.
    [Google Scholar]
  10. The Mainichi
    The Mainichi (2018) “‘Ugly but cute’ Akita dog Wasao reappointed as ‘tourism stationmaster’ in Aomori Pref”, 2April. https://mainichi.jp/english/articles/20180402/p2a/00m/0na/010000c
  11. Marra, M.
    (2010) Essays on Japan: Between Aesthetics and Literature. Leiden, Boston: Brill. 10.1163/ej.9789004189775.i‑505
    https://doi.org/10.1163/ej.9789004189775.i-505 [Google Scholar]
  12. McVeigh, B.
    (1996) Commodifying affection, authority and gender in the everyday objects of Japan. Journal of Material Culture, 1(3), 291–312. 10.1177/135918359600100302
    https://doi.org/10.1177/135918359600100302 [Google Scholar]
  13. Miller, L.
    (2010) Japan’s zoomorphic urge. ASIANetwork Exchange: A Journal for Asian Studies in the Liberal Arts, 17(2), 69–82. 10.16995/ane.208
    https://doi.org/10.16995/ane.208 [Google Scholar]
  14. (2011a) Tantalizing tarot and cute cartomancy in Japan. Japanese Studies, 31(1): 73–91. 10.1080/10371397.2011.560659
    https://doi.org/10.1080/10371397.2011.560659 [Google Scholar]
  15. (2011b) Behavior which offends: Comics and other images of incivility. InJ. Bardsley and L. Miller (Eds.) Manners and Mischief: Gender, Power, and Etiquette in Japan (pp.219–250). Berkeley: University of California Press.
    [Google Scholar]
  16. (2011c) Cute masquerade and the pimping of Japan. International Journal of Japanese Sociology, 20(1): 18–29. 10.1111/j.1475‑6781.2011.01145.x
    https://doi.org/10.1111/j.1475-6781.2011.01145.x [Google Scholar]
  17. Ministry of Foreign Affairs (MoFA)
    Ministry of Foreign Affairs (MoFA) (2018) Special Feature: Style in Japan, Niponica. Vol.23: 3–21.
    [Google Scholar]
  18. Miyadai, S.
    (2010) Kawaii no honshitsu (The essence of kawaii). InH. Azuma (Ed.) Nihon-teki sōzōryoku no mirai: Kūru Japanorojī no kanōsei (pp.73–91). Tokyo: NHK Shuppan.
    [Google Scholar]
  19. Morris, I.
    (1967) The Pillow Book of Sei Shonagon, Vol.1. New York: Columbia University Press.
    [Google Scholar]
  20. Nye, J. S., Jr.
    (1990) Soft Power. Foreign Policy, Vol.8 (Autumn), 152–171. 10.2307/1148580
    https://doi.org/10.2307/1148580 [Google Scholar]
  21. Occhi, D. J.
    (2010) Consuming kyara characters: Anthropomorphization and marketing in contemporary Japan. Comparative Culture, the Journal of Miyazaki International College, vol.15: 78–87.
    [Google Scholar]
  22. (2016) Kyaraben (character bento): The cutesification of Japanese food in and beyond the lunchbox. East Asian Journal of Popular Culture, 2(1): 63–77. 10.1386/eapc.2.1.63_1
    https://doi.org/10.1386/eapc.2.1.63_1 [Google Scholar]
  23. Salter, R.
    (2006) Japanese Popular Prints: From Votive Slips to Playing Cards. Honolulu: University of Hawai’i Press.
    [Google Scholar]
  24. Sartwell, C.
    (2004) Six Names of Beauty. London and New York: Routledge.
    [Google Scholar]
  25. Stevens, C. S.
    (2014) Cute But Relaxed: Ten Years of Rilakkuma in Precarious Japan. M/C Journal, 17(2), journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/783. 10.5204/mcj.783
    https://doi.org/10.5204/mcj.783 [Google Scholar]
  26. Sonishi, K.
    (2017) Neko Neko Nihonshi (Kitty Kitty Japanese History). Tokyo: Jitsugyō no Nihon sha.
    [Google Scholar]
  27. Suzuki, O.
    (2004) Busu no hitomi ni koishiteru (In Love with Eyes of an Ugly Girl). Tokyo: Magazine House.
    [Google Scholar]
  28. Voon, C.
    (2015) Japan Wipes Away Pretentiousness with Art Festival Devoted to Toilets. Hyperallergic, 3Septemberhttps://hyperallergic.com/232913/japan-wipes-away-pretentiousness-with-art-festival-devoted-to-toilets/
    [Google Scholar]
  29. Yano, C.
    (2013) Pink Globalization: Hello Kitty’s Trek Across the Atlantic. Durham, NC: Duke University Press. 10.1215/9780822395881
    https://doi.org/10.1215/9780822395881 [Google Scholar]
  30. Yomota, I.
    (2006) Kawaii-ron (Theories of Cuteness). Tokyo: Chikuma Shobō.
    [Google Scholar]
/content/journals/10.1075/ijolc.00035.mil
Loading
/content/journals/10.1075/ijolc.00035.mil
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): aesthetics; Japan; kawaii culture; language and national culture
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error