Japanese television as a window on other cultures

Beginning with a brief review of issues regarding the effects of television on viewers in Japan, this paper examines how foreign programming and features relating to other countries are utilized on terrestrial television, the most influential of the mass media today. Foreign cultures are introduced either through importation of programs from abroad or through indigenous programs dealing with such topics. An overview of the changing role of imported programs emphasizes comparison of the public and commercial networks. News reporting and commercials are highlighted in a discussion of the treatment of foreign cultures in indigenous programs. Survey results show that Japanese people are favorably disposed toward foreign program imports, suggesting that the major reason for the failure of imported programs to flourish in Japan is the strong competition offered by domestic productions, not xenophobic attitudes on the part of viewers. I also consider the distinguishing characteristics of television and the cinema in order to explain the popularity of films as opposed to television dramas from abroad. In conclusion, studies that examine the effects of television on viewers' perceptions of foreign cultures are presented to suggest the importance of analyzing images of foreign cultures as depicted in programs that are domestically produced, rather than analyzing those that are imported.