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ISSN No:-2456-2165
Abstract:- This study specifically discussed and analyzed symbolic gateway for global culture to enter Japan, but
seven manuscript posters by Hideya Kawakita displayed Japanese people still respect and maintain their traditional arts.
between 1974 and 1982 in Japan. The theoretical
framework used was Saussure's semiotic theory on In the period of 1950s and 1960s there was a tremendous
signifier and signified, and focuses on historical research growth in Japan's economy. This gave big effect to Japanese
methods. The analysis of this study was not limited to only society, especially on daily life behaviors. As urban
understand the meaning of the sign, in form of symbols population increased dramatically, there were problems that
and icons in the manner poster, but also analyzed the were previously unimaginable and occurred in the
history of these icons in the context of Japanese society in community2. People’s dissatisfaction began to mount, not only
1970s. The result of the seven manner poster analysis used on housing issues, but also on hygienic facilities and
as a source of data indicating posters as description of the inadequate transportation systems.
condition, problem and development of Japanese people's
behavior as parody of bad habit, after World War II, In the 1960s, Tokyo and other major cities began to
especially after democratization and high economic growth build cities to accommodate city's growing population3.
Subway was made and roads were widened to meet
in 1960s.
transportation needs. In addition, high-rise buildings also
Keywords:- Icon; Japan; Manner Poster; Postwar; High continued to grow. City residents, especially those who had
Economy Growth. just moved to urban areas, were disturbed by noise and
disturbances from construction project. This was the result of
I. INTRODUCTION Japan's economic growth, which continued to grow and
surprised the world. In addition, progress made by Japan
One-way to understand a zeitgeist spirit within a certain marked the end of ‘dark’ years after the war and changed with
period of time is through historical sources: written, posters, renewal, which meant ‘light’ to describe ‘life’, ‘society’, and
paintings, designs, that ‘tell stories’ about political,ideological, all aspects of Japanese life at that time4.
socio-cultural, economic condition and so on.
Changes that occurredin society had good and bad
Zeitgeist ('the spirit of age', or 'jidai no seishin' in Japan, impact, such as: the wide distance of the generation, children
and 'jiwajaman'in Indonesian language, was born from a value, who were raised under conditions after the war grew with
both new values and reduction of old values in a dynamic of opposite attitudes to their parents. Many parents regretted the
space and time, whose existence can be in form of ideas and relaxed, extravagant, and poor discipline of their children. It
their implementation can be in form of behavioral patterns, all became evidence of bad impact in urban communities due
symbols that described the total ‘spirit of age.’1 to industrialization5. In early 1974, the Japanese society
experienced national introspection and self-reflection6. One of
World War II was a historical and traumatic event for
Japanese people. Murakami (2005) in Mary (2012),stated that
the event led to peace agreement which positioned Japan in a 2. Eto, Jun. (1974). A Nation Reborn: A Short History of
paralyzed or fragile situation. This vulnerability affected Japan Postwar Japan. Tokyo: International Society for
psychologically, economically and physically. In these Educational Information, Inc., page. 55.
circumstances, Japan adapted and accepted cultural material 3. Ibid.page 56.
from West after war. The World War II and its aftermath were 4. Reischauer, Edwin O. (1992). Japan: The Story of a
important historical points where Japanese cultural material Nation, 3rd Edition. Tokyo: Charles E. Tuttle Co, page.
content became global. The transition period was also a 285.
5. Ibid. page. 286.
6. Eto, Jun. (1974). A Nation Reborn: A Short History of
1. Surajaya, I Ketut. (2002). Karya Sastra Jepang dalam Postwar Japan. Tokyo: International Society for
"Zeitgeist" Sejarah. Depok: Universitas Indonesia Educational Information, Inc. page 72-73.
As a form of self-reflection and introspection by The similarity between this article and previous studies
Japanese people, since September 1974 Tokyo Metro was this study analyzed the manner posters published by
Company began publishing manner posters, which were Tokyo Metro in 1974-1982 by Hideya Kawakita. The
installed and changed every month to raise awareness about difference between this writing and previous studies is that
ethics while riding subway and providing pleasant subway this study focused on historical approach of community
experiences to the passenger7. Manner or courtesy was very development and the meaning of poster using semiotic basic
important in Japanese culture, as well as in other countries. theory which will be used as a hold of research. Thus the
Each country has its own way of expressing manners in daily novelty of this study will be found and complete the previous
people activities. According to Dr. Inazo Nitobe, in his book study on the same theme.
Bushido written in 1899, ‘modesty must be an external
manifestation or a tangible form of sympathy for the feelings III. PROBLEM DEFINITION
of others.’8
The problems that will be discussed in this study are: (a)
II. LITERATURE REVIEW How could posters made by Hideya Kawakita represented the
spirit of Japanese society in the 1970s, (b) How was the
Hideya Kawakita9was the first Tokyo creator of poster dynamic of Japanese people at that time being demonstrated in
who was trusted to deliver persuasive messages to passengers the poster. In addition, this study aimed to (a) explore and
in form of unique posters and full of historical value. The analyze several posters made by Hideya Kawakita and the
unique manner poster by Hideya Kawakita lied in global icon content of posters for representation of the spirit of the era of
he used. Not only figures from the West, the poster also 1970s and 1980s, (b) explore, analyze, and reveal the dynamic
promoted famous Japanese icons, which certainly had own of Japanese society in the posters made by Hideya Kawakita's.
philosophical meaning for Japanese people. Until now,
manner posters are found on trains, subways and Japan’s IV. MATERIAL AND METHODS
stations. However, nothing has yet been able to overcome the
The method used in this study, namely the descriptive
uniqueness of the manner poster made by Hideya
method of qualitative analysis and literature study. The
Kawakitawith its historical value, which raised various
literature study on related theme was carried out by studying
interpretations among passengers who saw it. Manner posters
previous studies about Hideya Kawakita. As main data, seven
by Hideya Kawakita described situation, enthusiasm, as well
posters were displayed along the subway lines in Tokyo and
as the trends in society in a certain period of time, which could
Kansai. In addition, various public comments were collected
be understood spontaneously by general public.
on various icons in poster through mass media, social media
This research referred to previous interdisciplinary and writings in journals and books.
scientific studies that raised topic about manner poster from
In this study, authors also used historical research
Tokyo MetroCompany. The first study was the first reference
methods to explore the development of Japanese society in
for this article, was the study by Mary J. Eberhardingeren
1970s during Japan's high economic growth. Garraghan (in
titled A Semiotic Analysis of Iconicity in Japanese Manner
Daliman 2012: 27) stated that, historical method is a
posters in 2012. The purpose of the study was to analyze what
systematic principle and rule that is designed to help
semiotic codes found in four manners poster made by Hideya
effectively gather historical sources, critically assess them, and
Kawakita, including analyze communication function used in
present a synthesis of the result achieved, which are generally
the poster. The theory used was semiotic theory of Roland
in written form. The historical research method consists of
Barthes and Daniel Chandler. The result of the research
four stages, namely; 1) heuristics, 2) criticism, 3)
interpretation, and 4) historiography.
7. Tokyo Metro, Posters Promoting Subway Etiquette,
accessed on 2 January 2018from
https://www.tokyometro.jp/en/corporate/csr/society/index.
html.
8. Politeness in Japan, (Embassy of Japan: 2009) accessed on
2 January 2018 from
www.no.embjapan.go.jp/files/Japanese%20politeness.pdf
9. Hideya Kawakita was a honorary retired professor from
Tokyo University of the Arts
15. Vogel, Michelle, Marilyn Monroe: her films, her life, 16. Corbett, Mary. (2015, February 02).Mr. and Mrs.
(1954), page. 105. DiMaggio's Tokyo "Honeymoon". Number 1 Shimbun.
Image 12:- Arcade GameSpace Invaders Image 13:- Manner poster No-smoking
(Source: shorturl.at/gtw49) Image (Source: shorturl.at/pABN8
This manner poster was displayed in March 1979. The
signifier in the data (6) showed "bad behavior" of passenger
while sitting on the train. Signified behind the poster's manner
was passengers should not take seat without thinking of 22. Hasegawa, T., & Ito, Takeru. (2012). The Japanese
others. The goals were mutual comfort and not disturb other Gaming Cluster.Harvard Business School, page….
passengers. In addition, the poster was inspired by famous 23. Console game was game connected to TV, resulting
arcade game in the 1970s. Arcade game was game machine imaged and sounds, played using controller or known as
joystick.
24. Williams, Andrew. (2017). History of Digital Games:
21. Jepang Sebuah Pedoman Saku. (1989). Jakarta: Kedutaan Developments in Art, Design and Interaction. Mar 16,
Besar Jepang, page. 138. 2017. CRC Press.