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Paper short abstract:

The word otonadanshi or adult boys has appeared in Japan recently. This presentation discusses the reasons behind the selection of this oxymoronic term otonadanshi, wherein otona connotes maturity while danshi connotes immaturity, and investigates the concept of maturity and immaturity in Japan.

Paper long abstract:

Over the past several years, the word otonadanshi has appeared in Japanese men's fashion magazines. Otonadanshi is composed of two words: otona, meaning 'adults', and danshi, meaning 'boys.' The term seems to have been inspired by the similar word otonajyosi ('adult girls'), which has been used in Japan for the past decade. The words danshi and jyoshi are essentially neutral terms used to refer men and women — for example, danshi judo and jyoshi judo refer to men's and women's judo categories in a sports competition. However, for those who have completed primary and secondary education, especially for those under 60 years old, the words danshi and jyoshi evoke the image of boys and girls in a school classroom. This presentation investigates when the term otonadanshi began to be used in men's magazines, describes the contexts in which the term was used, and examines the concept of the 'ideal man' which these magazines try to promote. In addition, the presentation discusses the reasons behind the selection of this oxymoronic term otonadanshi, wherein otona connotes maturity while danshi connotes immaturity.

In Japanese society, maturity was linked to an individual's role in society roughly until the bubble era. People who were in primary and secondary school were considered to be children, and university students were regarded as immature youths. On the other hand, those who had finished their education and had a job and family were considered mature adults. In terms of fashion, there was a distinction between 'we young people', who have long hair and wear jeans, and 'those adults', who wear dobunezumi colour or rat-grey suits. However, the boundary between mature adults and immature youth has become increasingly blurred in fashion — and in society more broadly — in recent years. This presentation discusses the concept of maturity and immaturity among Japanese men through the lens of men's fashion magazines and media discourse. By studying this, the presentation hopes to explore how Japanese society has changed and predict where it may proceed next.