Esta pesquisa discute a multiplicidade de discursos sobre a identidade das mulheres nikkeis no Brasil pela perspectiva do jornalismo produzido na comunidade de imigrantes japoneses e descendentes. Para a análise foram utilizados o suplemento Página Um, a revista Arigatô e o tablóide Japão Agora, por apresentarem reportagens em português que contrariaram alguns estereótipos da mulher japonesa e nikkei. Apesar de serem exceções ao discurso hegemônico que louvava a mulher nipônica abnegada e submissa, as matérias revelam a possibilidade de questionamento desse imaginário dentro do jornalismo nipo-brasileiro. Outro recurso para a realização do estudo foi a obtenção dos depoimentos de mulheres jornalistas da imprensa nipo-brasileira por meio da técnica de pesquisa dos relatos de vida. Nos relatos de vida as entrevistadas expressaram sua relação com a profissão e a influência de fatores como origens familiares, identidade étnica e gênero. As reportagens e os relatos de vida das jornalistas mostram as contradições entre o imaginário sobre as mulheres japonesas e nikkeis e suas condições concretas da vida. O objetivo foi estabelecer como as autoras e protagonistas de reportagens desafiaram a desumanização a partir do que Agnes Heller chamou de \"condução de vida\", ou seja, uma forma própria de apropriar-se da realidade a partir de sua individualidade, impondo a ela a marca de sua personalidade. É possível perceber a existência de manipulações para naturalizar os papéis atribuídos às mulheres e as estratégias femininas para conviver com os sistemas de preconceitos que impedem a conquista da autonomia e da cidadania. / This research discusses multiplicity of discourses on Nikkei women\'s identity from perspective of journalism produced by community of Japanese immigrants and descendants in Brazil. It was used for analysis the supplement Página Um, the magazine Arigatô and the tabloid Japão Agora because of reports in Portuguese that contradicted some stereotypes of Japanese and Nikkei women. Although these are exceptions to the hegemonic discourse praising Japanese woman as selfless and submissive, the materials have revealed the possibility of questioning that imagery inside Japan-Brazilian journalism. Another resource for the study was to obtain testimonies of women journalists in Japan-Brazil press through the research technique of life narratives. The interviewees have expressed their relationship with the profession and the influence of factors such as family background, ethnic identity and gender. The reports and the life narratives of the journalists have showed contradictions between the imagery on the Nikkei and Japanese women and their real life conditions . The objective was to establish how the authors and protagonists of news reports challenged dehumanization as Agnes Heller calls \"conduct of life\", in other words, a proper way of appropriating reality from their individuality by imposing the mark of their personality. It was possible to perceive existence of manipulation to naturalize roles assigned to women and women\'s strategies to live with systems of prejudice that prevent achievement of autonomy and citizenship.

This diploma thesis deals with problems which often occur during implementation of kaizen philosophy into economic practice in Czech environment. Many Czech companies that adopted this philosophy do not reach such good results, compared to companies in Japan. Czech employee's do not accept it in good way. Thus the target of this thesis is to find out possible causes of this unfavourable situation. In theoetical parts, kaizen phiosophy and other related factors such as organizational culture are described. Furthermore, most frequent kaizen practice and its most important effects are described well as a brief history of it in Japan, USA, and Czech. Real implementations of kaizen in three companies in Czech Republic are analyzed in empirical part of this thesis. Most important points of this part are qualitative research (interviews with employees of these three companies) and quantitative research (questionares were filled by employees in one of these firms). The outputs of the thesis are general as well as specific suggestions for these three companies.

本論文は、日本人男性とカントリー音楽を事例とした、日本人のアメリカ文化との遭遇に関する研究である。本論文では、なぜ日本人男性がアメリカのカントリー音楽とそのシンボルであるカウボーイを消費したかについて考察する。日本人男性は、これらの「典型的」とも言われるアメリカのシンボルを通して、日本の国家建設や、方向性に必要不可欠な、日本人男性性について議論していたと主張する。 / This dissertation is a case study about the Japanese encounter with American culture by dealing with Japanese men and American country music. I investigate why Japanese men consumed American country music and cowboy images that served as the music's main symbol. Those Japanese men's encounter with American country music shows us that Japanese men received this music from the US in multifaceted ways, rather than simply as a way to understand US-Japan relations. I argue that these Japanese men used American country music and cowboy images to debate about Japanese masculinity, which was intrinsic to Japanese nation-building, aims and identities. / 博士(アメリカ研究) / Doctor of Philosophy in American Studies / 同志社大学 / Doshisha University

La siguiente investigación busca entender las principales adaptaciones de los códigos gráficos en el packaging de bebidas de una marca multinacional de origen occidental al ingresar al mercado japonés, con el objetivo central de analizar la función de las transformaciones realizadas en relación con la esencia de la marca.   El llevar una organización fuera del país de origen involucra diversos procesos de tropicalización, entre los cuales se encuentra la adaptación del diseño de packaging con la finalidad de lograr un acercamiento con el futuro usuario. Por ello, como guía de la investigación se tomó en cuenta la cultura japonesa y algunas bebidas seleccionadas de la marca Coca-Cola encontradas tanto en Japón como en occidente. Durante el desarrollo se ven involucrados la identidad de las marcas junto con los códigos gráficos e idiosincrasia del nuevo país, buscando las adaptaciones realizadas que trajeron consigo una mezcla cultural mediante el uso del diseño gráfico de etiquetas. / The following research seeks to understand the main adaptations of the graphic codes in the beverage packaging of a multinational brand with a Western origin when it goes to the Japanese market. That is why the objective is to analyze the function of the transformations in relation with the essence of the brand.   Taking an organization outside the country of origin involves various tropicalization processes. One of them is the adaptation of the packaging design to achieve a rapprochement with the future user. Therefore, it was taken as a guide for the investigation of Japanese culture and some Coca-Cola brand beverages founded in Japan and in the West. During the development, the identity of the selected brands is involved along with the graphic codes and idiosyncrasies of the country. The main idea of the study is to find the adaptations that generated a cultural mix by graphic design of the label. / Trabajo de investigación

本研究從日本品牌與日本形象廣告手法在台灣氾濫的社會現實出發，透過對品牌來源國、日本文化認同程度與一致性三個變項的學術理論爬梳，以「表現形式」操弄廣告中呈現的國家印象，而變項間交互作用的分析結果如下： 一、產品的品牌來源國對品牌態度與購買意願有顯著影響；日本品牌較台灣品牌有更好的評價。 二、日本文化認同程度對品牌來源國具有調節作用；日本文化認同程度高的消費者傾向對日本品牌有更多的偏好，對台灣品牌有更負面的態度；而對日本文化認同程度低的消費者，日本品牌與台灣品牌之間的差異則不是那麼明顯。 三、一致性的廣告將導致較正面的品牌態度。 四、日本品牌採用日本形象廣告或台灣形象廣告，都不會對品牌本身有太大的影響；然而，台灣品牌採用一致的台灣形象廣告將使消費者有較正面的品牌態度，不一致的日本形象廣告不但沒有為台灣品牌加分，反而讓消費者產生反感。 本研究的實務意涵則有幾個重點，一是日本品牌不一定是台灣消費市場的萬靈丹，從個人特質來看，日本文化認同程度較低的消費者並不會因為日本品牌的來源國印象改變其產品評估，因此其他的產品或行銷因素可能才是決定消費者意向的關鍵。二是台灣品牌的消費者不一定對日本形象廣告的手法有所偏好，這可以視為對許多台灣品牌以及廣告行銷人員的警訊，因為一般台灣廠商似乎認為若能透過廣告把台灣品牌打造得很日本，就能將廣告中日本的正面形象轉移至消費者對台灣品牌的態度上，因此，近年來浮濫使用日本形象廣告手法的台灣品牌屢見不鮮。但本研究由基模不一致可能導致的負面態度效果切入，研究結果也證實了某些情況之下，台灣品牌若採用了日本形象廣告反而會引起消費者不良的情感評估反應。故實務應用上，日本品牌的定位策略有較多操作空間；台灣品牌則需加強形象管理，不適合採用太過跳躍或多變的形象路線。 / This study is inspired by the social fact that Japanese brands and Japanese image advertising are overflowing in Taiwan. After going through the literature on the three variables of brand country-of-origin, Japanese cultural identity and congruency, this study manipulates country image in advertising with “expression form”, and results of the interactions among variables are as follows: 1.Brand country-of-origin has a significant impact on brand attitude and purchase intention; the evaluation of Japanese brand is better than Taiwanese brand. 2.The degree of Japanese cultural identity has a moderating effect on brand country-of -origin; consumers of high Japanese cultural identity are tend to prefer Japanese brand; however, to consumers of low Japanese cultural identity, the difference between Japanese brand and Taiwanese brand is not obvious. 3.Congruent Advertising leads to a better brand attitude. 4.Whether Japanese brand adopts Japanese image advertising or Taiwanese image advertising, there is no special impact on the brand itself. However, if Taiwanese brand adopts congruent Taiwanese image advertising, it will make consumers have a better brand attitude; incongruent Japanese image advertising won’t bring good to Taiwanese brand but incur consumers’ disfavor of it. Executive implications are also suggested. First, Japanese brands are not always overwhelmingly favored in the market of Taiwan. From the point of personal characteristics, consumers of low Japanese cultural identity won’t change their product evaluations due to the brand country-of-origin image of Japan. Thus, other product or marketing factors might be the keys to consumers’ intentions. Second, consumers of Taiwanese brands do not necessarily prefer Japanese image advertising, and this could be regarded as a warning to Taiwanese brands and practitioners in advertising and marketing, because generally the manufacturers in Taiwan seem to consider that as long as they can build Taiwanese brands Japan-like, the positive image of Japan in advertising would be transferred to consumers’ attitudes on Taiwanese brands. Consequently, Taiwanese brands abusing Japanese image advertising have been prevalent in recent years. The study is based on the negative effects of schema-incongruency on attitude, and the results also prove that under certain circumstances, it would cause consumers’ unfavorable affective responses instead that Taiwanese brand adopts Japanese image advertising. Therefore, in application for practice, positioning strategies of Japanese brands are more flexible to manipulate. Taiwanese brands have to put emphasis on image management and prevent changeful or varied image tactics.

Le Japon, détruit par une guerre mal combattue, élevé au rang de puissance mondiale, récemment touché par des phénomènes naturels et artificiels est une nation profondément reconnue dans le monde entier bien qu’incomprise, victime de son exceptionnalisme, aujourd'hui doit se poser une vieille question. Le Japon fera-t-il partie de la communauté internationale en tant que membre actif ? La participation du Japon dans le monde a été étroitement définie et limitée à celle d'un commerçant et son image soutenue par une culture unique autoproclamée font que ces éléments sont aujourd'hui mis à l'épreuve. La dépendance fondamentale du trader/commerçant basée sur des valeurs strictement culturelles afin d’atteindre le succès escompté peut aujourd'hui s’avérer insuffisante pour s’assurer une survie dans un monde globalisé. Ainsi, autant les japonais que les étrangers questionnent la validité des outils culturels qui ont permis de réussir jusqu'ici telle que la loyauté dans l'avenir du commerce mondial / Japan, destroyed by an ill-fought war and risen to world power and yet again recently broken by natural and man-made phenomena, a nation intensely recognized the world over yet misunderstood, victim of its own exceptionalism, today needs to ask an old question. Will Japan participate in the international community as a full active member? Japan’s involvement with the world was narrowly defined and confined to that of a trader and its image sustained by a self-proclaimed unique culture and all these today are put to the test. The trader’s fundamental reliance on strictly cultural values to achieve success may today be insufficient to sustain their survival in a globalized world. Thus, the Japanese as well as foreigners question the validity of hitherto successful cultural tools such as loyalty in the context of globalized commerce

This dissertation investigates how different stakeholders have competed over the interpretation and commemoration of the Aum Affair. The Aum Affair was a series of crimes committed by new religious movement Aum Shinrikyō between 1988 and 1995, which culminated in the gassing of the Tokyo subway system using sarin in March 1995. The Tokyo attack was the largest act of terrorism in post-war Japan. I combine qualitative methods of media analysis, interviews, and participant observation to analyse how different stakeholders have narrated and commemorated the Aum Affair. I propose ‘collective trauma’ as a revised theory of ‘cultural trauma’ to describe an event which is represented as harmful and indelible to collective memory and identity. In contrast to ‘cultural trauma’, which stresses the importance of symbolic representations of traumatic events, ‘collective trauma’ considers other ‘material’ processes – such as establishing facts, collective action, state responses, and litigation – which also contribute to trauma construction. My overarching argument is that various stakeholders – including state authorities, mass media, public intellectuals, victims, and former Aum believers – have constructed the Aum Affair as a collective trauma in multiple and conflicting ways. Many media representations situated Aum as an evil ‘cult’ which ‘brainwashed’ believers and intended to take over Japan through terror. State authorities also responded by treating Aum as a dangerous terrorist group. In some instances, these binary representations of Japan locked in a struggle against an evil force led to municipal governments violating the civil rights of Aum believers. Some individuals such as public intellectuals and former believers have challenged this divisive view by treating Aum as a ‘religion’, not a ‘cult’, and locating the root causes of Aum’s growth in Japanese society. Additionally, victims and former members have pursued divergent goals such as retributive justice, financial reparations, and social reconciliation through their public actions. A key conclusion of this dissertation is that whilst confronting horrific acts of violence may require social construction of collective trauma using cultural codes of good and evil, the entrenchment of these symbolic categories can result in lasting social tension and division.

As histórias em quadrinhos japonesas, conhecidas como mangás, vêm se popularizando muito fora do Japão nas últimas décadas. Partindo de uma abordagem que, nos estudos da tradução, considera a relevância de também se estudar os contextos e fatores externos ao texto, analisamos em nossa pesquisa a tradução para expressões de tratamento japonesas presentes nos mangás Love Hina, Yu Yu Hakusho e Chobits, publicados no Brasil no início dos anos 2000, quando o mercado de histórias quadrinhos japonesas ainda estava se estabelecendo no país, e que, uma década depois, foram reeditados pela mesma editora, mas com a tradução revisada. Questionamos se a experiência acumulada com a prática regular envolvendo a publicação de mangás, a consolidação de uma cultura do mangá no Brasil e consequente formação de um público leitor mais acostumado com características e especificidades do gênero trazem reflexos que são perceptíveis na tradução, veríficáveis por meio das estratégias de tradução empregadas. / Japanese comics, known as manga, have become very popular outside Japan in the last few decades. Based on an approach that in the translation studies considers the relevance of also studying the contexts and factors external to the text, we analyzed in our research the translation for japanese treatment expressions present in Love Hina, Yu Yu Hakusho and Chobits, manga published in Brazil in the early 2000s, when the japanese comic book market was still settling in the country; a decade later these manga were reprinted by the same publisher, but with a revised translation. We question whether the regular practice involving the publication of manga, the consolidation of a manga culture in Brazil and the consequent formation of a readership more accustomed to characteristics and specificities of the genre brings reflexes that are perceptible in translations, verifiable by means of translation strategies employed.

The subject of this dissertation is funeral rites in the Murasaki Shikibu's novel, The Tale of Genji (Genji monogatari). The analysis of the text seeks to explore the author's depiction of the end of life, the afterlife, communication with spirits or souls of dead and to summarize the notes and descriptions of the proceedings of funeral rituals including 'before burial' and memorial ceremonies. The purpose of this dissertation is to create an overview of funeral rituals and ideas of death described in the text of Genji Monogatari. The Tale of Genji is considered a document which reflects contemporary thinking and can therefore be relied on for a study of funeral and memorial rituals. The main method used to develop the topic is a detailed analysis of theoretical, practical and aesthetic aspects of death described in the Genji Monogatari novel. The ideas of the Heian Court about death and the afterlife were mainly affecting the cult of ancestors, Shinto, Taoism, Buddhism and Shamanism, which also participated in the creation of the funeral cult. Ideas of the afterlife were also very diverse. The world of the living and the world of the dead, in the concept of old Japanese, were not strictly divided and spirits had access to all spheres of life. Communication with spirits of the living and the souls...

As histórias em quadrinhos japonesas, conhecidas como mangás, vêm se popularizando muito fora do Japão nas últimas décadas. Partindo de uma abordagem que, nos estudos da tradução, considera a relevância de também se estudar os contextos e fatores externos ao texto, analisamos em nossa pesquisa a tradução para expressões de tratamento japonesas presentes nos mangás Love Hina, Yu Yu Hakusho e Chobits, publicados no Brasil no início dos anos 2000, quando o mercado de histórias quadrinhos japonesas ainda estava se estabelecendo no país, e que, uma década depois, foram reeditados pela mesma editora, mas com a tradução revisada. Questionamos se a experiência acumulada com a prática regular envolvendo a publicação de mangás, a consolidação de uma cultura do mangá no Brasil e consequente formação de um público leitor mais acostumado com características e especificidades do gênero trazem reflexos que são perceptíveis na tradução, veríficáveis por meio das estratégias de tradução empregadas. / Japanese comics, known as manga, have become very popular outside Japan in the last few decades. Based on an approach that in the translation studies considers the relevance of also studying the contexts and factors external to the text, we analyzed in our research the translation for japanese treatment expressions present in Love Hina, Yu Yu Hakusho and Chobits, manga published in Brazil in the early 2000s, when the japanese comic book market was still settling in the country; a decade later these manga were reprinted by the same publisher, but with a revised translation. We question whether the regular practice involving the publication of manga, the consolidation of a manga culture in Brazil and the consequent formation of a readership more accustomed to characteristics and specificities of the genre brings reflexes that are perceptible in translations, verifiable by means of translation strategies employed.