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    Globalization, creative alliance and self-Orientalism: Negotiating Japanese identity within Asics global advertising production

    Kobayashi, Koji; Jackson, S. J.; Sam, M. P.
    Abstract
    This article deploys the notion of 'self-Orientalization' to empirically investigate the signifying practices across the East–West divide for the construction of global advertising campaigns by Japanese sport brand Asics. In this context, Asics engaged in the practice of self-Orientalization as it formed a creative alliance with Western advertising agencies that represented Japanese culture and identity on behalf of the Japanese-based global headquarters. With insights from interviews with key advertising personnel, the article illuminates practices of negotiation and accommodation between Japanese and European creative workers in shaping 'authentic' and 'cool' signs of Japan. Overall, it suggests that self-Orientalization: (a) entails negotiations over the cultural-economic politics of representation between the Orient and the Occident and (b) simultaneously functions to blur such distinctions at the micro level of social relations and personal identification of creative workers when embodying and performing the Other on behalf of the Self.... [Show full abstract]
    Keywords
    advertising; cultural production; globalization; Japanese culture and identity; self-Orientalism; sport brand; Communication & Media Studies
    Fields of Research
    1608 Sociology; 1505 Marketing; 200202 Asian Cultural Studies; 15 Commerce, Management, Tourism and Services; 19 Studies in Creative Arts and Writing; 20 Language, Communication and Culture
    Date
    2017-10-10
    Type
    Journal Article
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    • Department of Tourism, Sport and Society [619]
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    AsicsSelf-Orientalism Archivable Accepted Version.pdf
    DOI
    https://doi.org/10.1177/1367877917733812
    Metadata
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    © The Author(s) 2017 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav
    Citation
    Kobayashi, K., Jackson, S.J., & Sam, M.P. (2017). Globalization, creative alliance and self-Orientalism: Negotiating Japanese identity within Asics global advertising production. International Journal of Cultural Studies. doi:10.1177/1367877917733812
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