The goal of this thesis is to analyse how consumption is used in the process of identity formation in Japan. It does so through the analysis of the advertisement titled “世界初かわいい味噌汁/Definition of...Show moreThe goal of this thesis is to analyse how consumption is used in the process of identity formation in Japan. It does so through the analysis of the advertisement titled “世界初かわいい味噌汁/Definition of Japanese Kawaii”, produced by Japanses advertising giant Dentsu. Using a framework that was created based on a critical review of literature regarding relevant theories, this thesis analyses three key myths that are part of Japanese national identity: romanticised history, harmless femininity, and international consumption. Three main findings are revealed throughout the analysis. The first is the complex reciprocal relationship between consumption and nation-building myths. The second is the dichotomous relationship between the parts of Japanese identity that are embraced and those that are rejected (these being Westernisation, sexuality, and historical figures). Finally, the analysis reveals that, in the quest to create a distilled, consumable Japanese identity, individual realities are sacrificed. After the conclusion of the findings, the limitations and potential future pathways of the study are suggested.Show less
Japan has few traditional resources. Therefore, Japan is a highly import dependent country for its energy supply. After the Fukushima Incident Japan’s import dependency became evident, when Japan...Show moreJapan has few traditional resources. Therefore, Japan is a highly import dependent country for its energy supply. After the Fukushima Incident Japan’s import dependency became evident, when Japan had to shut down all of its nuclear power supply and had to revert to other sources to fill the gap in the supply. Japan has an abundance in geothermal resources, which can play a significant role in Japans transition to a low-carbon, renewable energy supply. The potential role of geothermal energy in light of the Fukushima Incident and the energy transition are investigated.Show less
