“Building tomorrow”
Cool Japan as a soft power resource for Japan’s image at the 2021 Olympics
DOI:
https://doi.org/10.21878/compolitica.2020.10.3.311Keywords:
soft power, Cool Japan, Olympic GamesAbstract
The article discusses the diffusion of Japanese soft power in the 21st century, taking as a locus of investigation the use of the Cool Japan campaign in the context of the 2021 Olympics. It is noticed that at the turn of the 20th century Japan modified its foreign policy strategies, investing in cultural diplomacy as one of the methods to achieve its objectives. Through a theoretical discussion carried out with the support of some official materials of the event, we started from the hypothesis that Japan instrumentalizes Cool Japan to promote its soft power and create a positive image of the country internationally, thus supporting its national branding based on prestige and friendliness in the international scene.
References
ALBUQUERQUE, Afonso; CORTEZ, Krystal. Cultura Pop e Política na Nova Ordem Global: lições do Extremo Oriente. In: CARREIRO, Rodrigo; FERRARAZ, Rogério; SÁ, Simone Pereira de (Org). Cultura Pop. Salvador: Edufba, 2015.
ALLISON, Anne. The Attractions of the J-Wave for American Youth. In: WATANABE, Yasushi; MCCONNELL, David L. Soft power superpowers: cultural and national assets of Japan and the United States. New York: East Gate Book, 2008, p. 99-110.
ARMENAKYAN, Anahit; HESLOP, Louise A.; NADEAU, John; O'REILLY, Norm; LU, Irene. Does hosting the Olympic Games matter? Canada and Olympic Games images before and after the 2010 Olympic Games. International Journal of Sport Management and Marketing, v.12, 2012, p.111-140.
BERGER, Thomas. War, Guilt, and World Politics after World War II. Cambridge: Cambridge University Press, 2012.
BLACK, David. The Symbolic Politics of Sport Mega-Events: 2010 in Comparative Perspective. Politikon, v.34, n.3, 2007, p. 261-276.
BUARQUE, Daniel. Jogos consolidam imagem do Brasil como país decorativo. Folha de São Paulo, São Paulo, 23 de agosto de 2016. Disponível em: https://www1.folha.uol.com.br/esporte/olimpiada-no-rio/2016/08/1805961-jogos-consolidam-imagem-do-brasil-como-pais-decorativo.shtm. Acesso em: 26 de outubro de 2020.
CHOO, Kukhee. Playing the global game: Japan brand and globalization. In: FUNG, Anthony (eds). Asian Popular Culture: the global (dis)continuity. Routledge, 2013, p. 213-227.
COOPER-CHEN, Anne. Cartoon Planet: the cross-cultural acceptance of Japanese animation. Asian Journal of Communication, v.22, n.1, 2012, p. 44-57.
CORNELISSEN, Scarlett. Scripting the nation: sport, mega-events, foreign policy and state-building in post-apartheid South Africa. Sport in Society, v.11, n. 4, 2008, p. 481-493.
FAN, Ying. Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, v.6, n. 2, 2010, p. 97-103.
GRAVETT, Paul. Mangá: como o Japão reinventou os quadrinhos. São Paulo: Conrad Editora, 2006.
HWANG, Dong-Jhy; MANGAN, J. A. Japanese Cultural Imperialism in Taiwan: Judo as an Instrument of Colonial Conditioning. In: MANGAN J.; HORTON, P.; REN, T. Ok. G. (eds). Japanese Imperialism: Politics and Sport in East Asia. Singapore: Palgrave Macmillan, 2017.
IWABUCHI, Koichi. Pop-culture diplomacy in Japan: soft-power, nation branding and the question of ‘international cultural exchange’. International Journal of Cultural Policy, v.21, n.4, 2015, p. 419-432.
IWABUCHI, Koichi. Recentering Globalization: popular culture and japanesetransnacionalism. Duke University Press, 2002.
IWABUCHI, Koichi. Complicit and its other. The Australian Journal of media & culture, v.8, n.2, 1994.
KATZENSTEIN, Peter. Cultural norms and national security police and military in postwar Japan. Ithaca, NY: Cornell University Press, 1996.
MANDUJANO, Yunen. The banal campaign in Japanese Media for the reproduction of traditional national identity discourse. In: Kamila Sosnowska (Org.). Facing East: International Scholars on Japanese Culture. Bielsko-Biala: NowaStrona, 2013, p. 59-76.
MANHEIM, Jarol B. Rites of Passage: the 1988 Seoul olympics as public diplomacy. The Western Political Quarterly. V.43, n.2, 1990, p. 279-295.
MARTIN, Alexander. The 1964 Tokyo Olympics: A Turning Point for Japan. The Wall Street Journal, 2013.
MCGRAY, Douglas. Japan’s gross national cool. Foreign Policy, 2002.
NYE Jr., Joseph. Soft Power. Foreign Policy, n.80, 1990, p. 153-171.
NYE Jr., Joseph. Soft Power: The means to success in world politics. New York: PublicAffairs, 2004.
NYE Jr., Joseph. Get Smart: Combining Hard and Soft Power. Foreign Affairs, v.88, n.4, 2009, p.163-166.
OKANO, Michiko. A estética kawaii - origem e diálogo. In: Anais do Encontro Internacional de Pesquisadores em Arte Oriental. São Paulo, 2014, p. 288-307.
OLIVEIRA, Alana Camoça Gonçalves de Oliveira. O petróleo africano no horizonte do Brasil. A relação entre política externa brasileira e a energia nas relações Brasil-Nigéria e Brasil-Angola (2003-2014). Dissertação de mestrado, UFRJ, Brasil, 2015.
OLIVEIRA, Alana Camoça Gonçalves de Oliveira. Entre o Sol, a Águia e o Dragão: dinâmicas de poder e segurança entre Japão, EUA e China no Leste Asiático e o estudo de caso das ilhas Senkaku/Diaoyu no século XXI. Tese de doutorado, UFRJ, Brasil, 2019.
OTMAZGIN, Nissim Kadosh. Geopolitics and Soft Power: Japan's Cultural Policy and Cultural Diplomacy in Asia. Asia-Pacific Review, v. 19, n. 1, 2012, p. 37-61.
PYLE, Kenneth B. Japan Rising: the resurgence of Japanese power and purpose. NY: Public Affairs, 2007.
ROCHE, Maurice. Mega-events and Modernity: Olympics and Expos in the Growth of Global Culture. Routledge, 2000.
SHIM, Dooboo. Hybridity and the rise of Korean popular culture in Asia. Media Culture Society, v.28, n. 25, 2006, p. 25-44.
SUPPO, Hugo. Reflexões sobre o lugar do esporte nas relações internacionais. Contexto Internacional, v. 34, n.2, 2012.
TARO, Aso. A new look at cultural diplomacy: a call to Japan’s cultural practitioners. Ministery of Foreign Affairs of Japan (MOFA) 2006. Disponível em: https://www.mofa.go.jp/announce/fm/aso/speech0604-2.html. Acesso em: 26 de outubro de 2020.
UEHARA, Alexandre. A política externa do Japão no final do século XX. O que faltou? Fundação Japão. Annablume. Selo Universidade, 2003.
VALASKIVI, Katja. A brand new future? Cool Japan and the social imaginary of the branded nation. Japan Forum, v.24, n. 4, 2013, p. 485-504.
WHITSON, D. ‘Bringing the World to Canada: “The Periphery of the Centre”’. Third World Quarterly, v.25, n.7, 2004, p. 1215–1232.
WIDOMSKI, Marcin. The Olympic Games in the Creation of the Image of the Host Country and City. HistoriaiPolityka, n. 16, 2016, p. 43–55.
ZHAO, Suisheng. China’s Power from a Chinese Perspective (I): A Developing Country versus a Great Power. In: CHUNG, Jae-ho. Assessing China’s Power. The Asan Institute, UK: Palgrave Macmillian, 2015, p. 251-270.
ALLISON, Anne. The Attractions of the J-Wave for American Youth. In: WATANABE, Yasushi; MCCONNELL, David L. Soft power superpowers: cultural and national assets of Japan and the United States. New York: East Gate Book, 2008, p. 99-110.
ARMENAKYAN, Anahit; HESLOP, Louise A.; NADEAU, John; O'REILLY, Norm; LU, Irene. Does hosting the Olympic Games matter? Canada and Olympic Games images before and after the 2010 Olympic Games. International Journal of Sport Management and Marketing, v.12, 2012, p.111-140.
BERGER, Thomas. War, Guilt, and World Politics after World War II. Cambridge: Cambridge University Press, 2012.
BLACK, David. The Symbolic Politics of Sport Mega-Events: 2010 in Comparative Perspective. Politikon, v.34, n.3, 2007, p. 261-276.
BUARQUE, Daniel. Jogos consolidam imagem do Brasil como país decorativo. Folha de São Paulo, São Paulo, 23 de agosto de 2016. Disponível em: https://www1.folha.uol.com.br/esporte/olimpiada-no-rio/2016/08/1805961-jogos-consolidam-imagem-do-brasil-como-pais-decorativo.shtm. Acesso em: 26 de outubro de 2020.
CHOO, Kukhee. Playing the global game: Japan brand and globalization. In: FUNG, Anthony (eds). Asian Popular Culture: the global (dis)continuity. Routledge, 2013, p. 213-227.
COOPER-CHEN, Anne. Cartoon Planet: the cross-cultural acceptance of Japanese animation. Asian Journal of Communication, v.22, n.1, 2012, p. 44-57.
CORNELISSEN, Scarlett. Scripting the nation: sport, mega-events, foreign policy and state-building in post-apartheid South Africa. Sport in Society, v.11, n. 4, 2008, p. 481-493.
FAN, Ying. Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, v.6, n. 2, 2010, p. 97-103.
GRAVETT, Paul. Mangá: como o Japão reinventou os quadrinhos. São Paulo: Conrad Editora, 2006.
HWANG, Dong-Jhy; MANGAN, J. A. Japanese Cultural Imperialism in Taiwan: Judo as an Instrument of Colonial Conditioning. In: MANGAN J.; HORTON, P.; REN, T. Ok. G. (eds). Japanese Imperialism: Politics and Sport in East Asia. Singapore: Palgrave Macmillan, 2017.
IWABUCHI, Koichi. Pop-culture diplomacy in Japan: soft-power, nation branding and the question of ‘international cultural exchange’. International Journal of Cultural Policy, v.21, n.4, 2015, p. 419-432.
IWABUCHI, Koichi. Recentering Globalization: popular culture and japanesetransnacionalism. Duke University Press, 2002.
IWABUCHI, Koichi. Complicit and its other. The Australian Journal of media & culture, v.8, n.2, 1994.
KATZENSTEIN, Peter. Cultural norms and national security police and military in postwar Japan. Ithaca, NY: Cornell University Press, 1996.
MANDUJANO, Yunen. The banal campaign in Japanese Media for the reproduction of traditional national identity discourse. In: Kamila Sosnowska (Org.). Facing East: International Scholars on Japanese Culture. Bielsko-Biala: NowaStrona, 2013, p. 59-76.
MANHEIM, Jarol B. Rites of Passage: the 1988 Seoul olympics as public diplomacy. The Western Political Quarterly. V.43, n.2, 1990, p. 279-295.
MARTIN, Alexander. The 1964 Tokyo Olympics: A Turning Point for Japan. The Wall Street Journal, 2013.
MCGRAY, Douglas. Japan’s gross national cool. Foreign Policy, 2002.
NYE Jr., Joseph. Soft Power. Foreign Policy, n.80, 1990, p. 153-171.
NYE Jr., Joseph. Soft Power: The means to success in world politics. New York: PublicAffairs, 2004.
NYE Jr., Joseph. Get Smart: Combining Hard and Soft Power. Foreign Affairs, v.88, n.4, 2009, p.163-166.
OKANO, Michiko. A estética kawaii - origem e diálogo. In: Anais do Encontro Internacional de Pesquisadores em Arte Oriental. São Paulo, 2014, p. 288-307.
OLIVEIRA, Alana Camoça Gonçalves de Oliveira. O petróleo africano no horizonte do Brasil. A relação entre política externa brasileira e a energia nas relações Brasil-Nigéria e Brasil-Angola (2003-2014). Dissertação de mestrado, UFRJ, Brasil, 2015.
OLIVEIRA, Alana Camoça Gonçalves de Oliveira. Entre o Sol, a Águia e o Dragão: dinâmicas de poder e segurança entre Japão, EUA e China no Leste Asiático e o estudo de caso das ilhas Senkaku/Diaoyu no século XXI. Tese de doutorado, UFRJ, Brasil, 2019.
OTMAZGIN, Nissim Kadosh. Geopolitics and Soft Power: Japan's Cultural Policy and Cultural Diplomacy in Asia. Asia-Pacific Review, v. 19, n. 1, 2012, p. 37-61.
PYLE, Kenneth B. Japan Rising: the resurgence of Japanese power and purpose. NY: Public Affairs, 2007.
ROCHE, Maurice. Mega-events and Modernity: Olympics and Expos in the Growth of Global Culture. Routledge, 2000.
SHIM, Dooboo. Hybridity and the rise of Korean popular culture in Asia. Media Culture Society, v.28, n. 25, 2006, p. 25-44.
SUPPO, Hugo. Reflexões sobre o lugar do esporte nas relações internacionais. Contexto Internacional, v. 34, n.2, 2012.
TARO, Aso. A new look at cultural diplomacy: a call to Japan’s cultural practitioners. Ministery of Foreign Affairs of Japan (MOFA) 2006. Disponível em: https://www.mofa.go.jp/announce/fm/aso/speech0604-2.html. Acesso em: 26 de outubro de 2020.
UEHARA, Alexandre. A política externa do Japão no final do século XX. O que faltou? Fundação Japão. Annablume. Selo Universidade, 2003.
VALASKIVI, Katja. A brand new future? Cool Japan and the social imaginary of the branded nation. Japan Forum, v.24, n. 4, 2013, p. 485-504.
WHITSON, D. ‘Bringing the World to Canada: “The Periphery of the Centre”’. Third World Quarterly, v.25, n.7, 2004, p. 1215–1232.
WIDOMSKI, Marcin. The Olympic Games in the Creation of the Image of the Host Country and City. HistoriaiPolityka, n. 16, 2016, p. 43–55.
ZHAO, Suisheng. China’s Power from a Chinese Perspective (I): A Developing Country versus a Great Power. In: CHUNG, Jae-ho. Assessing China’s Power. The Asan Institute, UK: Palgrave Macmillian, 2015, p. 251-270.
Downloads
Published
2020-12-28
How to Cite
Araujo, M., & Oliveira, A. (2020). “Building tomorrow”: Cool Japan as a soft power resource for Japan’s image at the 2021 Olympics. Compolítica, 10(3), 163–188. https://doi.org/10.21878/compolitica.2020.10.3.311
Issue
Section
Artigos
License
Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Creative Commons Attribution License que permite o compartilhamento do trabalho com reconhecimento da autoria do trabalho e publicação inicial nesta revista.
