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JapanizationNowandYesterday<br />An Overviewbywww.schnellinterkulturell.de<br />

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JapanizationNowandYesterday<br />Rememberyoucanlike, tweetorflattranytime<br />An Overviewbywww.schnellinterkulturell.de<br />

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JapanizationNowandYesterday<br />Rememberyoucanlike, tweetorflattranytime<br />An Overviewbywww.schnellinterkulturell.de<br />

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So whatisitwearetalkingabouttoday?<br />

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A word<br />

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More precisely a concept<br />

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Andhowthisconcept…<br />

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…shiftedwithin 60 years time<br />

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„Wellwhatis aconceptthen?“<br />

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Hi there! I am thefamouslinguist Ferdinand de Saussure. Letmeexplaintheconceptof a… concept.<br />

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Language is made up of signs and every sign has two sides. Like a coin!<br />

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A sign looks like this…<br />

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Concept (Signified)<br />Sound-Image (Signifier)<br />

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Here is an example…<br />

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horse<br />

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The funny thing is that signs can change.<br />

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Letters or sounds are arbitrary, and not connected to the concept.<br />

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The only requirement is that the difference in the symbols is understood by the collectiveconsciousness.<br />

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Hereis a wordforyou<br />

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Japanization, noun<br />The actorprocessofmaking s.th. Japanese.<br />

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Speaking in terms of today’s topic. We could have something like…<br />

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?<br />?<br />?<br />?<br />Japanization<br />

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But enoughlinguisticsfornow,let‘stake a lookatthis…<br />

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Japan‘s GDP 1952 - 2009<br />

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A Little Bit ofHistory1950s<br />After WWII Japan created an economicmiracle<br />

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A Little Bit ofHistory1960s<br />Japan enters a Golden Age<br />

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A Little Bit ofHistory1960s to 1970s<br />As resultof Vietnam War grassrootsmovementsspreadaroundtheworld (Hippies) notso in Japan<br />

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A Little Bit ofHistory1980s to 1990s<br />1980s to 1990s makingoftheJapanesebubble<br />

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A Little Bit ofHistory1990s<br />1991 thebubblebursts<br />

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A Little Bit ofHistory1991 to 2000<br />Resultofthe real estatebubble…<br />SONY<br />TOYOTA<br />

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A Little Bit of History1991 to 2000<br />Resultofthe real estatebubble…<br />LOST<br />DECADE<br />

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A Little Bit ofHistory2001 to 2011<br />Lehman shock<br />Big earthquake, Tsunami and Fukushima crisis<br />?<br />

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So what‘stheconnectionto„Japanization“?<br />

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The shiftoftheconceptof „Japanization“ over half a centuryiscloselytiedtoJapan‘seconomy<br />

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JapanizationYesterday<br />Stage I aka The Golden Years<br />Stage II aka Cool Japan<br />Stage III aka The 2nd lost decade<br />

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Stage I<br />

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The Golden Years<br />

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The Toyota Way<br />“Doing it the Japanese way”<br />

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In the West many people were impressedby Japan’s rise after WWII<br />

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They wrote booksabout how to…<br />

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…do it the Japanese way (economically)…<br />

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…and how to JapanizeWestern management and economy<br />

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Thosewerethe Golden Years (Stage I)<br />

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The Golden Yearslasted…<br />

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…intothelate 1980s<br />

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Stage II<br />

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The bubble, economic stagnation and cultural Japanization<br />

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After the real estate bubble burst...<br />

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…Japan dipped into a recession<br />

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Life-long employment was replaced with temporary jobs<br />Need a job!<br />

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Companies like S and Toyotabegan facing stiff competition from other Asian nations<br />

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Already high household savings rosefurther, consumption sank<br />

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…Japan’s economy began to stagnate<br />

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During the after bubble era another shift of conceptoccured<br />

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Japanization through<br />J-Pop-Culture<br />

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Manga<br />

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Japanese Animation<br />

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…and Video Games<br />

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…from companies like <br />

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…became major exports of J-Pop-culture<br />

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The term Japanization shifts from…<br />

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…Japanese work ethos, production methods, etc., to…<br />

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…being and making something Japanese through Pop-Culture<br />

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A fact also Japanese scholarsand even politiciansrealized…<br />

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…and eventually built upon<br />

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coolJapan<br />is born<br />

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The concept of cool Japan was coined in 2002 as an expression of Japan's emergent status as a cultural superpower<br />

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Adopted by media, academia by the Japanese government as well as trade bodies<br />

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Japanization 2.0 is a shift towards culture and soft power<br />

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Thosewerethe post-bubbleyears (Stage II)<br />

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The mostrecentshiftin theconceptofJapanizationoccured…<br />

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Stage III<br />

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Post-Lehman and Fukushima and into Lost Decade II<br />

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The economic outlook…<br />

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…has not changed very much since the burst of the 1990s bubble<br />

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Japan’s GDP is still stagnating<br />

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Politically Japan is getting more and more introvertedand caught in a never-ending stalemate<br />

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Financially Japanese institutions have not been able to deal with a strengthening ￥<br />

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Most recentlyforeignmediainitiated a newshift in theconceptofJapanization<br />

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The Fear ofJapanization!<br />

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Within a little more than half a century the meaning of Japanization shifted from…<br />

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Stage I<br />Rising from the Ashes<br />“lets copy that!”<br />

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Stage II<br />Cultural Japanization<br />“It’s-a me! SuperMario!”<br />

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Stage III<br />The Fear of Japanization<br />“What can we do to avoid becoming like Japan”<br />

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That’s it!<br />Thank you very much!<br />

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Need moreinfo? Contactme!<br />Schnell Interkulturell<br />Consulting | Training| Market Research<br />Marco Michael Damm<br />TEL: (0049) 02421-2621884FAX: (0049) 03222-9983879MAIL: marco.damm (at) schnellinterkulturell.deWEB: www.schnellinterkulturell.de<br />TWITTER: http://twitter.com/schnellnterkult<br />