A fascinating perspective on the media landscape came to light during a recent lecture by a Japanese media expert at Stellenbosch University (SU). The third JICA (Japan International Cooperation Agency) Chair Lecture was hosted by the Japan Centre at SU and featured an insightful contribution by Dr Kaori Hayashi, a distinguished professor of Media and Journalism Studies and Executive President of the University of Tokyo.
In her opening address, Prof Scarlett Cornelissen, a Political Science lecturer and Director of the SU Japan Centre, noted the long-standing collaboration between SU and Japan. She highlighted the significance of the JICA Chair initiative, which aims to promote understanding of Japan globally.
Through the JICA Lecture series, the SU Japan Centre, in collaboration with JICA, invite prestigious researchers and scholars from Japan to talk about the country’s modernisation pathway, its economic history and Japanese society, Cornelissen said.
Hayashi’s talk entitled ‘Japan’s mass media: It’s golden past and future challenges‘ provided a detailed outline of Japan’s mass media evolution. She traced the origins of Japan’s media to the 17th century, showcasing early forms of printed news.
Colourful origins of media in Japan
“Japanese journalism originated with tabloids, small papers featuring colourful pictures in plain language,” Hayashi explained. “The original wasn’t political opinion pages like in European countries. These small papers have played a central role in shaping the concept of journalism in Japan. Their presence helped define what journalism meant during the country’s modernisation.”
Hayashi highlighted the role of literacy and education in the proliferation of print media, leading to the establishment of newspapers like the Yomiuri Shimbun in the late 19th century. She described the rapid development of newspapers, radio and television in the 20th century and pointed out how the mass media played a crucial role in shaping public opinion and national identity at times of war and during the country’s economic “miracle” in the 1960s and 1970s. The mass media, she said, was instrumental in promoting Japan’s image as a technologically advanced and economically powerful nation.
The “golden age” of Japanese mass media saw newspapers reaching unprecedented circulation numbers, with the Yomiuri Shimbun recognised by the Guinness Book of World Records in 1994 for its circulation of 10 million copies sold daily.
“Newspapers became part of Japan’s modern infrastructure with an expectation that every respectable household would subscribe to at least one newspaper. The content of these newspapers catered to a wide range of audiences and remained nation-centred, if not outright nationalistic, relying largely on official sources,” Hayashi said.
At the height of Japan’s newspaper industry in 1997, combined circulation peaked at 53.8 million. Over the past 26 years, newspaper circulation dropped steeply and in 2023, fewer than 20 million copies were sold daily, Hayashi noted. She attributed this decline to several factors, including the rise of the internet, changing household structures and the economic challenges faced by young people, leading to a decrease in newspaper subscriptions.
The internet’s dominance as a primary source of news and entertainment will continue to challenge traditional media outlets, Hayashi warned. “In addition, Japanese people are unwilling to pay for news. This means that the business model for online journalism is yet to be established.”
She discussed the cultural implications of these changes, observing that Japanese people are generally indifferent to politics and consume news passively. There is a reluctance to engage in public discourse or share political opinions, which contributes to a lack of political discourse.
“People in Japan are quite indifferent to how media content is created. The public feels politically powerless, leading to a further loss of interest in political matters. This is one of the reasons why people read less and less news.”
She pointed out that this attitude leads to a vicious cycle that means people in Japan don’t actively participate in political discussions and they don’t engage with news. She cited studies where Japanese people scored the lowest of 46 countries when it comes to engagement with news.
Hayashi’s research indicates that Japanese people avoid articulating political opinions in the public domain because of the risk of social isolation. “Japanese people generally avoid sharing political opinions publicly, opting instead to discuss such matters only within closest personal circles. This cultural tendency maintains harmony and avoids potential isolation.”
Low media literacy rates
Hayashi also noted that media literacy in Japan is much lower than other countries with less awareness about media biases, the optimisation of information on digital platforms, fake news and the importance of fact-checking.
“These challenges manifest uniquely in Japan’s political engagement and media consumption compared to other liberal democracies. While political polarisation is a significant issue in many Western countries, Japan’s challenge and primary concern is widespread political indifference and public disengagement from the political process.
“The lack of media literacy combined with the popularity of the internet for entertainment purposes, rather than information gathering, poses a significant challenge for the future of journalism and informed public citizen participation in Japan.
“As we navigate these challenges, it is crucial for Japanese society to recognise the value of responsible media consumption and the importance of active participation in the political process. By fostering a culture of critical thinking and encouraging open and informed dialogue, Japan can work towards a more engaged and politically aware public, ensuring that its democratic processes remain robust and reflective of the citizen voices,” Hayashi concluded.
Following the JICA Chair Lecture, Prof Mehita Iqani from SU’s Journalism Department lauded Hayashi’s comprehensive overview and highlighted the potential for collaborative research between Japan and South Africa. She emphasised the value of comparative research in understanding the unique challenges and opportunities faced by different nations in the evolving global media landscape. Iqani noted that while the cognitive drivers of news consumption may differ across countries, there could be shared emotional drivers that influence public engagement with media, providing a fruitful area for further research.
The event concluded with an engaging Q&A session, moderated by Cornelissen, where audience members, including scholars and students, posed questions to the speakers. Topics ranged from the cultural aspects influencing media systems to the role of political control in shaping public trust in media.
PHOTO: Prof Mehita Iqani, Prof Scarlett Cornelissen and Dr Kaori Hayashi at the JICA Chair Lecture. (Photo by Ignus Dreyer)
