This paper revisits the role of media in the meaning-construction system. In consumer research, media are often regarded as gatekeepers in the system. This paper focuses on the media’s other role -- as the creator of meanings. In this paper, an interpretive analysis of magazine articles regarding the ‘jibun e no gohoubi’ [self-reward] consumption since 1990 has been conducted. The findings indicate that the media had created the meanings of sacred and profane consumption acts, in the domain of self-reward consumption. In addition, the paper explores the influence of media in liberating and empowering Japanese women.
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"Revisiting the Creation of Meaning by Media: A Perspective from Japan,"
Markets, Globalization & Development Review:
1, Article 4.
Anthropology Commons, Economics Commons, Marketing Commons, Other Business Commons, Sociology Commons
Satoko Suzuki is Associate Professor, Hitotsubashi University Business School. Dr. Suzuki conducts interdisciplinary research on topics related to culture, consumer behavior, and marketing management. Her current research focuses on how various cultural dimensions, both at individual and societal level, affect consumer behavior and marketing. She has been contributing to leading marketing journals with her academic work, and teaching marketing and consumer culture related courses in Japan.