Paper short abstract:

My paper offers a content analysis of the popular Japanese monthly Sapio, focusing on its portrayals of China and Korea. It is based on a macro analysis of the journal since its first publication in 1989 and uses qualitative and quantitative data to analyze and explain major shifts and stereotypes.

Paper long abstract:

In the context of Japan`s perceived "shift to the right" and the State Secrecy Law (2014), not only Japanese domestic politics but also Japanese media have become a focus of attention. Has there been a notable shift in contents and tone in mass media over the past years? While internet-based media (blogs, SNS, video channels etc) have recently been studied intensively, analyses of more traditional media that reach a larger audience within the Japanese electorate are rare. Against this background and located within the context of resurgent nationalism my paper examines the popular Japanese journal Sapio. Founded in 1989 as a "new conservative opinion journal" (Kura 2005) it belongs to the widest circulated monthlies in Japan today. It is typically available at every kombini and kiosk and has an average circulation that exceeds Asahi`s flagship weekly AERA.

My case study analyzes and compares the (usually derogatory) portrayals of China and Korea in different sections of the Sapio (e.g. cover stories, manga) and is based on a macro-data analysis of the journal from its first publication in 1989 until today. Using both qualitative and quantitative data, I will examine how and why portrayals of both countries differ. In addition, I seek to understand and explain the journal`s shift from a shūkan-style variety tabloid to a major player in the field of xenophobic and historical revisionist publications.