Softening power: Cuteness as organizational communication strategy in Japan and the West
Softening power: Cuteness as organizational communication strategy in Japan and the West
Author
Macpherson, Iain
Bryant, Teri Jane
Faculty Advisor
Date
2018
Keywords
cuteness , kawaii , character branding , strategic organizational communication
Abstract (summary)
This paper describes the use of cute communications (visual or verbal, and in various media) as an
organizational communication strategy prevalent in Japan and emerging in western countries. Insights are
offered for the use of such communications and for the understanding/critique thereof.
It is first established that cuteness in Japan–kawaii–is chiefly studied as a sociocultural or psychological
phenomenon, with too little analysis of its near-omnipresent institutionalization and conveyance as
mass media. The following discussion clarifies one reason for this gap in research–the widespread
conflation of ʻorganizational communication’ with advertising/branding, notwithstanding the variety of
other messaging–public relations, employee communications, public service announcements, political
campaigns–conveyed through cuteness by Japanese institutions. It is then argued that what few
theorizations exist of organizational kawaii communications overemphasize their negative aspects or
potentials, attributing to them both too much iniquity and too much influence.
Outside of Japan studies, there is even less up-to-date scholarship on organizational cuteness, critical
or otherwise. And there are no such studies at all, whether focused on Japan or elsewhere, that integrate
intercultural insights. In a preliminary contribution toward such knowledge, we discuss the understudied,
longstanding, and increasing use of this strategy by western companies. Points of comparison and
contrast with Japanese kawaii are highlighted, in both its organizational and pop-cultural aspects, drawing
also on sociological studies of the west’s current cuteness craze. Guiding insights are offered and future
research directions specified, both for those seeking to advise western organizations in communicating
cutely, and for those concerned that such softening power will be abused.
Publication Information
Macpherson, I., & Bryant, T. (2018). Softening power: Cuteness as organizational communication strategy in Japan and the West. Journal of International and Advanced Japanese Studies, 10, 39-55. http://doi.org/10.15068/00151651
DOI
Notes
Item Type
Article
Language
English
Rights
All Rights Reserved