Recently I have read the following book. Its main points are as follows:
Book title: Partner, Simon. 2000. Assembled in
Electrical Goods and the Making of the Japanese Consumer. Japan Berkeley:
- the goal of the book was to examine the arrival of a mass consumer society in
-Partner argues that one of the keys to the prosperity of the electrical goods industry was the creation of a middle-class consuming public. By end of 1950s, consensus had emerged that consumption was a key ingredient in the political economy of high growth. There was an issue about the gender role. It entered the book in two ways: companies came to see the housewife as a decision maker and manager of household consumption. At the same time electrical goods companies depended on the female workers to work for extremely low wages (3).
- Behind the growth of postwar Japanese electronic goods industry laid a profound continuity. Everything happened in the 1950s and 60s, including technologies, consumer culture, government policies and high growth had its antecedent in the prewar and war time eras (4).
Ch.two. Notably the absent from MITI’s vision of Japanese’s economic future was the consumer. The consensus that personal consumption should play an important role in
economy and social recover did not emerge until several years later as
discussed in chapter 5. This chapter concluded that the occupation years
represent a fascinating period in 20th century Japanese history.
There were many forces at work. Both the American and Japanese tried to develop
plans to introduce essential into Japan , but in most cases the motive
was for personal gains. Between them, these diverse interest developed
something approach a common vision for the future of Japan . The introduction of foreign
technology was one key. Another was the creation a middle-class society structure
that had mass demand for consumer goods. The third factor was the emphasis on
the technology of mass communication with TV in particular. Cheap labor was a
recipe for prosperity. (70) Japan
(to be continued)