文章基本信息

标题：On the position of consumption in child research in the 1960s: Revisiting the child research of the Children's Research Institute
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作者：Masayuki WATANABE
期刊名称：教育学研究
印刷版ISSN：0387-3161
电子版ISSN：2187-5278
出版年度：2021
卷号：81
期号：1
页码：27-39
DOI：10.11555/kyoiku.88.1_27
语种：English
出版社：Japan Science and Technology Information Aggregator, Electronic
摘要：The purpose of this paper is to clarify the position of children's consumption in Japanese mass consumer society in 1960s, by revisiting the child research on consumption conducted by the Children's Research Institute (Kodomo chosa kenkyujo, 1964-2012). Over the past few years, several historical studies have been conducted on the formation of Japanese mass consumer society. In addition, a considerable number of educational studies have focused on the role of “media” in order to analyze children's consumption during the high economic growth period in postwar Japan. Therefore, this paper examines the formation of children's consumer culture from the relationship between children and Japanese corporate society. Moreover, it provides new insights on the formation of children's consumption in the Japanese mass consumer society. This paper is composed of the following sections: Preface: An overview of historical research on consumption in postwar Japan and the characteristics of the child research of the Children's Research Institute Focus on children's “products” by revisiting the position of children's sweets Development of the “children's market” theory Conclusion: Overview and outlook of the paper In the preface, the author summarizes the historical study of consumption in postwar Japan. The author also describes how the Children's Research Institute defined children's consumption by explaining the Institute's history. It was found that they defined children's consumption as an ambiguous act outside school education. The first section examines children's “products”, focusing on children's sweets. At first, children's sweets were thought of as childlore, located throughout children's lives. Further, children's sweets were redefined as products, involving negotiation between children and the company. The second section analyses the development of the “children's market” theory from 1965 to 1966. In the “children's market” theory brought up by the Children's Research Institute, companies entering the children's market should take a public role as a supplier of “abundant children's culture”. Furthermore, a new realm of consumption emerged at the end of the 1960s that could not be encompassed by children's consumer culture, which can be considered the rise of subcultures in Japan. The last section summarizes the discussion and provides new insights into children's consumer culture in postwar Japan.
关键词：Mass consumer society;Child research;Consumption;1960s;Children's culture