Over the course of the last century, the Japanese population has left their humble hometowns and moved to large population centres. Now Japan experiences one of the worst population declines in the...Show moreOver the course of the last century, the Japanese population has left their humble hometowns and moved to large population centres. Now Japan experiences one of the worst population declines in the modern era and especially the countryside is shrinking at a rapid rate. This has prompted the government to implement measures to slow down the depopulation of the countryside and boost local economies. One of these measures is the furusato nozei tax system, which distributes a part of people’s inhabitant taxes towards other municipalities than the one they live in so that people may donate a share of their taxes to their hometown or any other municipality. This system may be tied to a general feeling of nostalgia that the Japanese people have towards their hometown or other places that generally evoke a sense of nostalgia as people have become desensitized with their current lives that sharply contrast with the calm and peaceful image of the Japanese countryside. Within the furusato nozei system, municipalities advertise themselves as the ‘ideal hometown’ by catering to peoples’ emotions towards those towns that people feel a certain connection with, but how do these emotions of nostalgia emerge in practice within the program? Do municipalities utilise nostalgia as a tool to draw in donations, and in what ways do they do this? Furusato on itself means something like ‘hometown’ or ‘native place’, but does this materialise in the self-marketing schemes of certain municipalities? By looking at two municipalities’ homepages and other websites, this paper determines that symbols of nostalgia are indeed drawn upon in the self-marketing schemes to gain more revenue in the program in the form of images, phrases, etc. These symbols evoke warm and nostalgic feelings and in a way reflect the state of the towns. Moreover, one may identify two ‘types’ of furusato on these homepages: either ‘emotional longing to one’s hometown’ or ‘nostalgia towards an older version of Japan in general’, which materialise to various degrees depending on the image that the towns want to impose on itself and the audience that they are trying to reach.Show less
