The Image Factory: Fads and Fashions in Japan

by Donald Richie

Just as a person contrives a style, the purpose of which is integration and the effect of which is presentation, so a nation collectively projects an appearance, a "national" style. Such styles are made of many layers. The deepest layer is composed of the immutable and the traditional. Nearer the surface floats fashion, changeable but sometimes more abiding. And frothing on the surface is fad.

By definition a fad is novel and appears from outside...

• Format: Paperback
• Language: English
• ISBN: 1861891539
• ISBN13: 9781861891532
• Release Date: May 2004
• Publisher: Reaktion Books
• Length: 192 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.6" x 5.9" x 8.0"

Customer Reviews

More on Japan from the Dean of gaijin writers

This book attacks a fairly narrow question, "Why does a society with such a reputation for conformity chase such outlandish fads?" Donald Richie, a long timer writer on Japanese culture, tackles this in a series of essays on pachinko, the culture of cute, sex culture and even Japanese who try to look foreign. In the essays, he proposes explanations for these contradictions in behavior. Perhaps dressing in the outlandish fad of the month is part of a uniform for being in a group that dresses that way - membership created as such. The mobile phone craze (replacing Manga, another fad) is interpreted as an exercize in proving one's group belonging. In doing so, he also suggests that perhaps some of these beliefs about conformity are not to distinct to Japanese. Perhaps their uniqueness is in fessing up to a more universal tribalism. Very interesting reading for both those interested in contemporary Japan, as well as people interested in the nature of belonging.

An up to date book of a changing landscape

This is an up-to-date book. In a country where fads and fashions change rapidly this book serves as a postcard of the now. The author's writing is articulate and indicates a wide array of research and reading going into the material presented here. He has a good knowledge of the Japanese words used, and their lexigraphic meaning. He has been to the places he talks about and spoken to the people involved.He covers fads and fashions such as kawaii (cute), manga (comics), pachinko (vertical pinball as gambling) and kosupure (costume play). He also doesn't shirk away from the sex industry and porn, an major cultural asset in Japan. The use of mobile phones and faux theme parks. From fashion shops in Shinjuku and Harajuku to the seedy parts of Tokyo.Maybe the only thing missing I feel is a discussion on the different aspects of Japanese drinking. Alcohol is an important part of Japanese culture, as are hostess bars. But that is mostly an avenue of the salaryman, where as this book deals more with the younger generations.Think of this beek as a modern version of Alex Kerr's Lost Japan.The book also contains 48 colour photos which help to highlight and detail the topic material.