I live in Japan now. I used to live here before studying Japanese for 15 months. After that I went back to my country to do my B.A. Now I’m back in Japan (probably for good) doing my M.A in Nagoya University. During the time I lived in Japan in my own place, I took the TV’s plug out. I hated it, I never watched it, and I wanted to save on electricity. Now I live with my wife, and she watches A LOT of TV. So I cannot run away from it. But, I noticed, that it is harder to run away from the TV than I thought.
I also know in Israel that it is a common custom to place a TV in waiting rooms, usually in clinics like the dentist. But in Japan, I’ve noticed that this custom is implemented on a broader scale. First of all, most Japanese cars have a navigation system with a central panel on the dashboard. It has a screen obviously, to show the map, but it is in most cases also a TV set. It can pick up TV broadcastings and the driver can watch TV in the car. The picture disappears when the car is moving, leaving the driver to “hear” the TV, but the screen appears when the car is not moving, like in red light for example. So, basically, people watch TV in the mornings just to turn it off to put it on again in the car. Meaning, that they also consume TV during the commute time. People who go by train can, and often do, watch TV by their smartphones. I saw many people watch TV while standing on the train during the rush hour, miraculously, keeping their balance without holding onto anything except for their phones (small TV sets).
TV sets ‘decorate’ small neighborhood cafes as well. If you will go to eat in a small café, and take a counter sit, you will probably sit in front a big TV screen. It is also right to some small neighborhood bars – Izakaya’s when people sit there talking, while a big TV screen is above the counter. If you go to the doctor, you also have a good chance to see a TV screen in the waiting room. In many supermarkets in Japan, you can buy an ‘obento’ a lunch box. If you decide to eat in the ‘dining area’ in the supermarket, you will also likely enjoy the company of a TV set.
So in many places, TVs are part of the view. But that is not all. On buses and trains, there is a frequent announcing. Japanese tend to over explain and over announce things on public transportation (not only). Recently I’ve noticed that they mix in some advertisings into the announcements. For example: For a kind and patient driving school, please get off at this station to get to BLA BLA driving school. Sometimes it can be ‘Pachinko’ (slot machines) place or a restaurant. In big junctions and commercial areas, big TV screens are also present. In big stations, on every collum, there is a TV set broadcasting some commercials. Sometimes with a sound. Neon signs no longer just show writing, but also pictures, moving texts and so on.
In my home, even if I don’t want to watch commercials, and I tend to ignore the TV (while playing with the dog or using my computer), I cannot help it but sometimes to raise my head to the screen. I try to figure out why, sometimes, instinctively I lift my head to look at the TV. In Israel for example, during a commercial break, they purposely raise the volume of the broadcast, so if you don’t lower the volume down, someone might come and yell at you “Why the TV is so loud.” Obviously, it’s to either catch your attention or to make sure you will hear the ads. I tried to look for a device that will negate this annoying volume increase and decrease, but up until now, I didn’t find one.
In Japan, they don’t use this annoying trick, but they use other methods. For example, they at the beginning of the advertising, have some high pitch voices or a shouting voice (without being too loud) to catch your attention. In this instances I found myself raising my head to the TV set. They might use other techniques like putting a recent popular song at the beginning of the ad. They also use a very strict and fast pace speech, which sometimes also catch my attention.
But, also the noise pollution of public space is quite frequent in Japan. Pachinko slots are extremely loud. When the automatic door is opened, the deafening sounds of the slot machines penetrate the public space. I guess that this is an ad in its own right. Sometimes in supermarkets, in many places, small speakers are broadcasting ads inside the shop. Also in convenience stores, the speakers announce on sales. I get the feeling that If I don’t go with my headphones on, hearing music (where I get ads on youtube), I cannot stop the ad machine from reaching my ears.
Wernick came up with the term. ‘promotional culture.’ It means that most communications, texts, and media, one of, or their primary function is also to promote some kind of a product, value or idea. In the past, while these kinds of media, like TV programs, newspapers and movies, today also function as promoting tool\platform for other things. Take this idea and combine it with my last post on the ‘Avengers’ It is clear to understand what drives most of the “art” today, to promote itself, or its merchandise (for you to consume more). Thus, the idea of ‘promoting’ also come to pollute almost all daily encounters with people. Our lives revolve around work. But work started to penetrate our “free” time. If we sit in a bar and talk to people who are friends of friends, it becomes a small ‘networking’ meeting, which each side measure and try to find a lead to his or her next job. “what are you doing for a living” is a frequent question. Sometimes it is so basic, that people will tell you what their job is, just by asking “what do you do.” Soon the conversation might drift into the direction of networking, meaning “business talk.” It is very natural considering that most of the messages that are directed to us are of the kind of ‘promotional culture’.