Consumer Cosmopolitanism through Japanese products: The case of the Yakuza-series
(2021) COSM40 20211Centre for East and South-East Asian Studies, Lund University
- Abstract
- Mukokuseki or borderless marketing has long been a topic within the marketing of Japanese cultural products. On the opposite end, there is the concept of ultra-cultural products and the Yakuza-series by Sega is one of the examples that takes advantage of both. The overarching question posed throughout this paper is: “How has SEGA employed a particular vision of Japan to successfully promote its Yakuza-series in the Western gaming-hubs?”. In order to answer this question, a constructivist and a Consumer Cosmopolitan point of reference is apt. The games themselves were analyzed as part of the Consumer Cosmopolitan trend within gaming, as a medium for virtual tourism. This series is mainly aimed towards an adult male domestic audience and it... (More)
- Mukokuseki or borderless marketing has long been a topic within the marketing of Japanese cultural products. On the opposite end, there is the concept of ultra-cultural products and the Yakuza-series by Sega is one of the examples that takes advantage of both. The overarching question posed throughout this paper is: “How has SEGA employed a particular vision of Japan to successfully promote its Yakuza-series in the Western gaming-hubs?”. In order to answer this question, a constructivist and a Consumer Cosmopolitan point of reference is apt. The games themselves were analyzed as part of the Consumer Cosmopolitan trend within gaming, as a medium for virtual tourism. This series is mainly aimed towards an adult male domestic audience and it taps into many borderless concepts, but it places them in a domestic setting. Not many other products have managed this combination and it is interesting how the series illustrates how the promotion of highly cultural products has been changed from low-availability to high-availability products. While many other products possess the same traits, not many have moved away from a relatively niche audience in the Western gaming-hubs makes for an interesting case-study regarding how Consumer Cosmopolitanism has changed within Japanese gaming-products. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9064966
- author
- Kilåker, Hampus
- supervisor
- organization
- course
- COSM40 20211
- year
- 2021
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Borderless marketing, Yakuza, Japan, Culture, Cosmopolitanism, Representation
- language
- English
- id
- 9064966
- date added to LUP
- 2021-09-07 12:04:59
- date last changed
- 2021-09-07 12:04:59
@misc{9064966, abstract = {{Mukokuseki or borderless marketing has long been a topic within the marketing of Japanese cultural products. On the opposite end, there is the concept of ultra-cultural products and the Yakuza-series by Sega is one of the examples that takes advantage of both. The overarching question posed throughout this paper is: “How has SEGA employed a particular vision of Japan to successfully promote its Yakuza-series in the Western gaming-hubs?”. In order to answer this question, a constructivist and a Consumer Cosmopolitan point of reference is apt. The games themselves were analyzed as part of the Consumer Cosmopolitan trend within gaming, as a medium for virtual tourism. This series is mainly aimed towards an adult male domestic audience and it taps into many borderless concepts, but it places them in a domestic setting. Not many other products have managed this combination and it is interesting how the series illustrates how the promotion of highly cultural products has been changed from low-availability to high-availability products. While many other products possess the same traits, not many have moved away from a relatively niche audience in the Western gaming-hubs makes for an interesting case-study regarding how Consumer Cosmopolitanism has changed within Japanese gaming-products.}}, author = {{Kilåker, Hampus}}, language = {{eng}}, note = {{Student Paper}}, title = {{Consumer Cosmopolitanism through Japanese products: The case of the Yakuza-series}}, year = {{2021}}, }