CHANGES OF SOCIAL NORMS AND INFLUENCES OF MEDIA FRAMES IN JAPANESE SOCIETY

本研究旨在研究日本社会规范的变化，并探讨媒体框架对社会规范的影响。大众传媒在构建新闻意义时所使用的媒体框架往往会影响人们的意识，而人们的意识有时会改变社会规范或形成新的社会规范。为了弄清媒体框架对社会规范的影响，笔者在2000年对日本各大报纸的成人日社论和个人咨询专栏的内容进行了分析。通过对成人日社论的分析，可以追溯到20世纪50年代到90年代“成人”概念的变化。通过对1969年、1979年、1989年和1999年的个人咨询专栏的内容分析，发现这些专栏所处理的问题越来越个人化、心理化和时代化。第二年，我进行了一次社会调查，研究社会规范各方面的变化。结果表明，传统规范被人们遵守，超出了我的预期。然而，家庭和性关系的规范发生了深刻的变化，年龄与年轻人之间、男子与妇女之间的差异很大。年轻人的意见是模糊的，并不一致。遗憾的是，我们无法直接验证媒介框架对人们社会规范意识的影响。虽然家庭和学校教育可能有助于保持传统的规范，但它们并不能形成新的规范。然后，我将假设媒体框架的影响仍然存在。

The purpose of this study was to research on changes of social norms in Japanese society and to explore the influence of media frames on social norms. Media frames which mass media has used for their constructing meanings of news often affect people's consciousness, and people's consciousness sometimes changes social norms or forms new ones.In 2000, to clarify the change of media frames on social norms, I analyzed the contents of editorial articles on Coming-of-Age Day and personal advice columns in major Japanese newspapers. The analysis of editorial articles on Coming-of-Age Day traces the change of "adult" concepts from 1950's to 1990's. Through the content analysis of personal advice columns in 1969, 79, 89, and 99, it was found that problems treated in those columns became more personal and psychological, and recent age.The next year I conducted a social survey to research the change of various aspects of social norms. The results show that traditional norms were kept by people beyond my expectation. However the norms in family and in sexual relationships changed deeply, and there were big differences between the age and the young, and between men and women. Opinions of the young were ambiguous and were not consistent. Unfortunately we could not verify the influence of media frames on people's consciousness about social norms directly. Although family and school education may work to keep traditional norms, they do not work to form new norms. Then, I will assume that there remains a possible of the influence of media frames.