Ethnicity and Nationalism in Consumer Society

Abstract

Most studies of ethnicity and nationalism are limited in their scope in that they merely focus on the'production'of ethnic/national identities and symbols, while neglecting the aspect of'consumption'. This paper attempts to show, with reference to'culture industries'in Japan and Britain, that ethnicity and nationalism can be generated in the consumption process. Japan and Britain may usefully be contrasted with respect to the manners of expression of national distinctiveness. In Japan, national distinctiveness tends to be expressed in an abstract and holistic manner. The British approach is more likely to be objectifying and institutional. The culture industries in Japan and Britain -the nihonjinron and the heritage industry, respectively reflect these differences. The first half of the paper examines the way in which'cultural intermediaries'(esp. business elites) have reproduced and popularised the nihonjinron (thinking elites' ideas of cultural differences) in the form of cross-cultural manuals in such a way that consumers may apply such ideas to practical use in intercultural communication. Attention is given to the way in which mass consumption of cross-cultural manuals results in the promotion of cultural nationalism. The second half focuses on the'heritage industry' in Britain and suggests that national heritage and traditions can be 'invented'as part of the process of creating attractions for tourist consumption. It examines the process whereby the invention of heritage, closely associated with tourism, plays a role in enhancing ethnic and national sentiment. Particular attention is given, throughout the discussion, to'cultural intermediaries'as a new agent of ethnicity and nationalism in globalising consumer society.