著者

柳 志旼

出版者

日本メディア学会

雑誌

メディア研究 (ISSN:27581047)

巻号頁・発行日

vol.101, pp.215-232, 2022-08-10 (Released:2022-11-22)

参考文献数

41

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This paper clarifies how the family image represented in TV commercials through the case of Japanese mobile carrier commercials, and how it reproduces the patriarchal ideology. To clarify this issue, semiotic analysis has been conducted using case studies of three major mobile carrier commercials: Docomo’s "Keitai Kazoku Monogatari", SoftBank’s "Shirato-ke", and au’s "Santaro". Specifically, the target of analysis is not only linguistic texts but also non-linguistic texts, analyzed into primary meanings (denotation) and secondary meanings (connotation) from the text symbols to elucidate the latent images therein.As a result, the following conclusions can be proposed. First, the concept of family as represented by mobile carrier commercials is expanding, becoming more diverse and individualized. Docomo’s "Keitai Kazoku Monogatari" shows an image of a patriarchal family that seems to follow the "postwar family system," SoftBank’s "Shirato-ke" shows an image of a family like a group of friends in which equal and democratic relationships are prominent, and au’s "Santaro" shows an image of a pseudo-family formed by pure relationships that no longer depend on blood or marriage. Second, there is a discrepancy between the family image represented in the commercial and the family in Japanese society at the time. It can be seen that advertisements do not reflect society as it is, but actively create an image unique to commercials that can be accepted by society through selection and reconfiguration. Third, social ideologies are encoded and reproduced through advertisements. Although the form of the family created in each commercial has changed, it is clear that the various ideologies, especially the patriarchal ideology surrounding the modern family persist.