著者

宮﨑 悠二

出版者

関東社会学会

雑誌

年報社会学論集 (ISSN:09194363)

巻号頁・発行日

vol.2022, no.35, pp.69-79, 2022-08-26 (Released:2023-08-30)

参考文献数

35

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“Turning the Japanese people into a 100 million idiots (ichioku-sō-hakuchi-ka),” as insisted by Soichi Oya, is the most famous phrase critical of TV at the earliest stage of TV broadcasting in Japan. Thus far, little attention has been given to the logic of this theory. In this paper, we analyze Oya’s texts and try to reveal what kind of logic is used in the theory. As a result, we reveal that Oya’s texts are organized according to the following methods: (1) To place people, culture, and media technologies in a ranking order, (2) To assume a positive correlation between these ranks, and (3) To interpret a certain vulgar TV program as an actual appearance of the underlying pattern of problems facing Japanese society.

著者

宮﨑 悠二

出版者

日本メディア学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

vol.100, pp.261-278, 2022-01-31 (Released:2022-03-29)

参考文献数

27

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This article analyzes the emergence of kuchi komi (“word of mouth”) as a mode of information presentation in magazines from the 1980s to the early 1990s, from the perspective of social constructivism. The collection and presentation in the printed form of kuchi komi appeared in the 1980s and began to appear as a section in magazines in approximately 1990. Meanwhile, many texts introduced the influence of kuchi komi, which is not used as an object of formulation or to understand social trends, but rather, as a term to frame the information. Thus, kuchi komi in magazines and books expanded from “mention” to “use.” This article shows that the presentation of kuchi komi in printed form is important for the establishment of this mode of information.

著者

宮﨑 悠二

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

vol.98, pp.107-124, 2021-01-31 (Released:2021-05-18)

参考文献数

67

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This article focuses on how the term kuchi komi (meaning “word ofmouth”) came to be used in advertising theory in Japan in the early 1960s froma view of conceptual analysis. So far, little attention has been given to kuchi komi in media history andadvertising history. This is because kuchi komi is a medium that leaves nomaterial or institutional traces. This article aims to provide a history of kuchikomi by focusing on it as a concept, and analyzes how it came to be presentedas an advertising tool. We mainly analyze textual data that presented kuchikomi as an advertising tool in the early 1960s. As a result, we revealed:( 1) the Reading Social Survey conducted during1956 played an important role in the spread of the “opinion leader” concept inthe advertising industry, and( 2) the term kuchi komi was newly presented asan advertising tool in the early 1960s in relation to the “opinion leader” concept.

著者

宮﨑 悠二

出版者

日本マス・コミュニケーション学会 ; 1993-

雑誌

マス・コミュニケーション研究 = Journal of mass communication studies (ISSN:13411306)

巻号頁・発行日

no.98, pp.107-124, 2021

著者

宮﨑 悠二

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

vol.98, pp.107-124, 2021

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<p>This article focuses on how the term kuchi komi (meaning "word of</p><p>mouth") came to be used in advertising theory in Japan in the early 1960s from</p><p>a view of conceptual analysis.</p><p> So far, little attention has been given to kuchi komi in media history and</p><p>advertising history. This is because kuchi komi is a medium that leaves no</p><p>material or institutional traces. This article aims to provide a history of kuchi</p><p>komi by focusing on it as a concept, and analyzes how it came to be presented</p><p>as an advertising tool. We mainly analyze textual data that presented kuchi</p><p>komi as an advertising tool in the early 1960s.</p><p> As a result, we revealed:( 1) the Reading Social Survey conducted during</p><p>1956 played an important role in the spread of the "opinion leader" concept in</p><p>the advertising industry, and( 2) the term kuchi komi was newly presented as</p><p>an advertising tool in the early 1960s in relation to the "opinion leader" concept.</p>