Literacy, Manga, and Consumer Culture

概要

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This study investigates the strategies of the consumer manga text Omo ni naitemasu and shows its locality in terms of 'multiple literacies', and considers how its locality works in social, cultural and economic contexts of consumer culture in Japan. The consumer text has several characteristics of literacy that are as follows: Japanese‐specific words, various kinds of discourse, situated language, intertextuality, disclosing structure, co‐presence for contemporary readers, local settings, and Japanese culture. These characteristics show the strategies a consumer text uses to attract the readers and maintain them as fans. The readers are chosen and non‐readers are unintentionally excluded. The author plays a dominant role to send these powerful but local messages to attract and maintain readers of the consumer texts, and the publisher encloses the target local readers more comprehensively. However, these strategies are efficient in a local context only, not in a global context. The consumer text Omo ni naitemasu is a product strategically constructed and developed in the confined and self‐efficient local context of Japan.