There has been a significant increase of news reports that feature Chinese tourists in Japan since 2012, when Japanese government started monetary easing to significantly devalue the Japanese Yen. However, it is a very peculiar phenomenon to have so many news reports focusing on tourists from a specific nation, China. Why does the Japanese media and its digital public fix their eyes on the Chinese tourists, not the Koreans, the Taiwanese or the European tourists?This paper analyzes Japanese mainstream media’s representation of the Chinese tourists and the Japanese digital public’s gaze on them. Analyzed sources include not only the mainstream newspapers and TV channels, but also the lowbrows such as the weeklies and the tabloids, and various news sites and Blogs etc. on the internet. The aim is to identify various opinions and positionalities regarding the subject matter, i.e. Japan’s China or Japanese perception of China/Chinese in relation to their own self-portrait, or self-image.
Based on the findings from the analysis, this study argues that the gaze itself by Japanese media and its public on the Chinese tourists can be explained not only as a mechanism of othering China and the Chinese, but also as a process of construction of Japanese as the national subject, distinguished and differentiated from the other, the Chinese. In the process, the relation between the viewer and the viewed has been reversed: the viewed were not the Chinese tourists, but the Japanese. By gazing them through the various papers and monitors, what was actually looked at was the self, the Japanese and the undoubtedness of “us” and “our superiority”over the other, the Chinese.
As for mutual penetration between the traditional media and the digital media space, there are something definitely shared through the dynamics of discourse, despite the diversity of the gaze and positionalities that are found both in the traditional media and the digital media space. Again, through the discursive practices that are analyzed here, it has been observed that honne 本音 space and its power has been widened and salient in the geography of news media and public opinion in Japan.