Analyzing the success of the Japanese metal dance group BABYMETAL in the era of new media from the perspectives of social systems and media theories

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  • 「マス・コミュニケーションの全面化」時代におけるメタルダンスユニットBABYMETALの成功過程に関する社会システム論およびメディア論的分析
  • マス コミュニケーション ノ ゼンメンカ ジダイ ニオケル メタル ダンス ユニット BABYMETAL ノ セイコウ カテイ ニカンスル シャカイ システムロン オヨビ メディアロンテキ ブンセキ
  • マスコミュニケーションの全面化時代におけるメタルダンスユニットBABYMETALの成功過程に関する社会システム論およびメディア論的分析

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Abstract

This study analyzes the process by which the metal dance group BABYMETAL established its position as the most successful Japanese popular music artist in Europe and the United States from the perspectives of social systems and media theories. Today's society is characterized by the participation in "mass communication" becoming an open-to-all process because anyone can easily disseminate messages to multiple unknown individuals using the Internet and smartphones. The activities of "old mass media," such as television, newspapers, and magazines, have also played a certain role, but the live footage independently shot and posted on video sites by fans have tremendously helped increase the public awareness of BABYMETAL, especially outside Japan. In his social systems theory, German sociologist Niklas Luhmann used the concept of a "program" that controls the operation of social systems. BABYMETAL's success in Europe and the United States depended on a social system comprising a chain of communication among fans, which is controlled by a "program" based on their desire to inform others of the existence of BABYMETAL and share their emotions surrounding the group. An analysis of their success process revealed some conditions for the cultural industry's creativity in an era wherein mass communication is no longer the old mass media's monopoly, and consequently, anyone can participate in the mass communication process.

Journal

  • 評論・社会科学

    評論・社会科学 (142), 69-89, 2022-09-30

    The Association of Social Studies, Doshisha University

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