When this book was originally published it was the first work of
its kind to examine the way in which language is used to express
the 'myth' of advertising slogans and other popular cultural forms.
By making use of general theories from the disciplines of
anthropology, linguistics, media studies and semiotics, the book
attempts to demystify Japanese culture as it has been hitherto
presented in the West, and shows how such cultural forms as 'noodle
westerns' and high-school baseball uphold the well-known ideologies
of 'selflessness', 'diligence', 'compliance' and 'co-operation'
typically associated with the Japanese. Ultimately, the book poses
the question: are those whom we call the Japanese 'real' people in
their own right, or merely a nation acting out a part written for
them by Western civilisation?
General
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