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ShichigosanBusiness Sector, Media, and Religious Institutions

Shichigosan: Business Sector, Media, and Religious Institutions [This chapter describes the postwar development of the shichigosan ritual, following its history through newspaper and magazine articles and advertisements, later online sources, and a case study of an important Tokyo shrine. The economic growth of the 1960s and 1970s and the proliferation of services and goods influenced modes of celebration. Observers of the shichigosan are not only observers of a ritual but also informed consumers who belong to a society with one of the most developed consumer cultures in the world. Consumption practices have become an integral part of the celebration, without which it is difficult to achieve a satisfactory and ‘receptive’ ritual experience. Consumer-observers use the means available to them, be they commercial services or services of a religious institution. The chapter addresses the various aspects of the reciprocal relationship between the media, marketplace, religious institutions, and the observers, which are all embedded in the changing socioeconomic conditions of the postwar decades in Japan.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

ShichigosanBusiness Sector, Media, and Religious Institutions

Part of the Palgrave Studies in Urban Anthropology Book Series
Papp, Melinda
Shichigosan — Jun 8, 2016
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References (27)

Publisher
Palgrave Macmillan US
Copyright
© The Editor(s) (if applicable) and The Author(s) 2016
ISBN
978-1-137-56537-2
Pages
137 –181
DOI
10.1057/978-1-137-56538-9_6
Publisher site
See Chapter on Publisher Site

Abstract

[This chapter describes the postwar development of the shichigosan ritual, following its history through newspaper and magazine articles and advertisements, later online sources, and a case study of an important Tokyo shrine. The economic growth of the 1960s and 1970s and the proliferation of services and goods influenced modes of celebration. Observers of the shichigosan are not only observers of a ritual but also informed consumers who belong to a society with one of the most developed consumer cultures in the world. Consumption practices have become an integral part of the celebration, without which it is difficult to achieve a satisfactory and ‘receptive’ ritual experience. Consumer-observers use the means available to them, be they commercial services or services of a religious institution. The chapter addresses the various aspects of the reciprocal relationship between the media, marketplace, religious institutions, and the observers, which are all embedded in the changing socioeconomic conditions of the postwar decades in Japan.]

Published: Jun 8, 2016

Keywords: Religious Institution; Department Store; Japanese Family; Urban Pattern; Photo Service

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