2
I. Introduction
The Japanese economic system over the last several decades has experienced
times of glory in the world. Its economic impact on the countries of the world is
undeniable (Pempel, 1997:23). Sony TV sets and electronic equipment are among the
best in the world, and Toyota runs the American highways in large numbers. Japan has
been the most important driving force in the emerging Asian region’s economic power
until the beginning of its recent recession in the early 1990s. As both a developmental
model and a practical catalyst, it has stood at the center of Asia’s postwar moves toward
rapid economic advancement and greater integration.
In the field of communications, Japan is also the second largest media market in
the world. Its import of television programming and motion pictures grows year by year.
However, Japanese culture has never permeated the rest of East Asia to the same degree
(Pempel, 1997). Nor are Japanese television broadcasts and movies widely received in
East Asia or worldwide. Its cultural products export is relatively small compared to
other OECD (Organization for Economic Co-operation and Development) countries and
even several East Asian countries. Japanese cultural power
1
is not comparable to its
economic power.
2
Since the end of the 1980s, Japanese media companies have changed their
strategy. Some media giants in Japan bought American media companies as Sony
bought Columbia Pictures in 1989. Several conglomerates also financially invested in
Hollywood. Japan has begun to focus on a direct investment in the media industry in
1
There are several standards to measure the cultural power, though, the paper narrowed the cultural
power as the magnitude of the trade of audio-visual products, in particular, television programs and films.
2
The paper evaluates the term of economic power with Gross National Products (GNP) and the
magnitude of export of high-tech products because information technology is a new standard to measure
the economic and social strength worldwide. (United Nations Development Program [UNDP], 2001:35-
43).
Convention