Globalization, Localization, and Hybridization in Consumer Culture : Comparative Studies in Christmas Consumption in the US and Japan

基于在大坂、科比和京都的录像田野调查，我们调查了日本流行的圣诞节庆祝活动。从我们的采访和观察，我们认为更广泛的辩论全球化，本地化和杂交在当代庆祝消费。我们发现，跨国品牌、媒体和零售连锁店在推动全球圣诞节方面发挥了重要作用，但日本适应而不是简单地采用这些进口产品。它通过使异国情调熟悉和保持异国情调的共同过程来做到这一点。圣诞节是为了迎合日本人的情感，或者被当作参观世界博览会上的外国展馆。

Based on videographic fieldwork in Osaka, Kobe, and Kyoto, we investigate the popular celebration of Christmas in Japan. From our interviews and observations we consider broader debates on globalization, localization, and hybridization in contemporary celebrations of consumption. We find that multinational brands, media, and retail chains play important roles in promoting a global Christmas, but that Japan adapts rather than simply adopts these imports. It does this through the joint processes of making the exotic familiar and keeping the exotic exotic. Christmas is made to suit Japanese sensibilities or it is treated like visiting foreign pavilions at a World Fair.