Books, eBooks, and more from Debito Arudou, Ph.D. (click on icon):
UPDATES ON TWITTER: arudoudebito
DEBITO.ORG PODCASTS on iTunes, subscribe free
“LIKE” US on Facebook at http://www.facebook.com/debitoorg
Hi Blog. As promised in a previous blog entry, I would be giving my opinion on a recent advertisement from Nike Japan that got a lot of attention. We’ve already debated the ad itself on Debito.org here. Thanks for your feedback. Now here’s my take, as part of my latest Shingetsu News Agency column. Enjoy. Debito Arudou, Ph.D.
Visible Minorities: Nike Japan Does Some Good
Shingetsu News Agency, DEC 21, 2020 by DEBITO ARUDOU in COLUMN
SNA (Tokyo) — Nike’s television advertisement depicting a multiethnic Japan stands out as a bright spot to close out the dreadful year of 2020.
Entitled “We Will Continue Moving: Myself and the Future,” the two-minute ad depicts a series of diverse Asian youths pensive about their lives in Japan.
Some are running about and kicking soccer balls while musing about their identity and their abilities. A voiceover has them wondering if they’re “normal,” or living up to expectations. One girl, shown in closeup in a school uniform, is clearly a Japanese with African roots. Another boy, after eating a Korean meal with his family, looks up the Zainichi issue late at night on his cellphone. Tennis champ Naomi Osaka’s photo makes a fleeting appearance, with a question about whether she’s American or Japanese. A girl finds Japan’s culture of cuteness doesn’t resonate with her, and wishes she could just ignore it all. Another girl gets glares for going out in public in her Korean school uniform. After more cuts to kids practicing their sports skills, scenes follow of school crowds staring and group-bullying minorities. One lad, drawn attention to by the teacher in class as a new transfer student, feels pressure to be liked by everyone. Another isolated kid feels pressure to tolerate her ostracisation, and then the African-Japanese girl reappears, trying to ignore the other kids who are making a fuss about her kinky hair in a school bathroom. As the music swells, these kids then seek solace in sports, becoming appreciated by their peers for their talents as star athletes—to the point where one girl tapes “KIM” over her Japanese name on the back of her jersey.
The takeaway message in a final montage of voices is the treatment they’re getting is not something they should have to tolerate. They shouldn’t have to wait for a world where they can live “as is,” without concealing themselves.
Now, before I say why this advertisement is important, let’s acknowledge some caveats. One is that this is from Nike Japan, and like all corporations their motivation is to make money. It is a stunt to attract attention and sell products.
Moreover, Nike taking a high road with social justice issues is a bit ironic, given their history of child labor and sweatshops. Above all, human rights and business do not always mix well, and businesspeople are essentially opportunists. So let’s first not delude ourselves to think Nike is primarily motivated by altruism.
The other point worth mentioning is the attention that the ad got: 11 million views so far on YouTube. Naturally, internet trolls, xenophobes, and haters got triggered. Unfortunately, even responsible media (such as the AFP and BBC) gave them oxygen by reporting their overblown calls for a boycott, then fumbled the issue by getting soundbites from unqualified “experts” with no real training in Japan’s history of civil rights, social movements, or race relations issues. These rubes missed the mark by denouncing Nike Japan as a “foreign brand,” or dismissing these kids as “outside voices.”
This is worse than just lazy journalist hackery. This fumble was a missed opportunity to highlight issues that have long been ignored in Japan’s media—the existence of a growing number of visible minorities. So let’s make up for that in this column by acknowledging that Nike Japan’s ad was a big step in the right direction.
First, let’s recap how big 2020 was for minorities in Japan sports:
Rest of the article at http://shingetsunewsagency.com/2020/12/21/visible-minorities-nike-japan-does-some-good/
Read it before it goes behind a paywall on Friday.
Do you like what you read on Debito.org? Want to help keep the archive active and support Debito.org’s activities? Please consider donating a little something. More details here. Or if you prefer something less complicated, just click on an advertisement below.