Manga as a local soft power

―With a special reference to the cases of Tottori prefecture―

Abstract

　　American political scientist Joseph Nye defined soft power as a power which can raise voluntary support in other Nations without using compelling force. Soft power is nothing but a Nation’s charm.

　　Japan’s Gross National Cool written by American Economist Douglas McGray in 2002 made the word soft power well known in Japan. Popular culture of Japan such as manga and animation, J-pop, TV drama, fashion, architecture, cuisine, has received enthusiastic support all over the world since the 1990s. While the economy were stagnant and Japan’s "Gross National Product" (GDP) continued to decline, Japan’s "Gross National Cool" was remarkably rising. McGray says, Japan, Which was economic superpower in the 1980s, becomes a super power of soft power in the early 21th century.

　　Soft power is the concept of international political science. To adapt soft power to a domestic phenomenon may seems to be incollect. However, Japan’s local governments are exposed to fierce inter regional competition. Now tertiary industries becomes the major force of economy, and the Japan’s big companies has been moving their factories abroad. So, such as factory attraction is out of date. Establishing the regional brand of primary products and the promoting of tourism becomes important for any region. The Local Governments cannot survive without demonstrating the fascination of the region. Inter regional competition in Japan can said to be the competition of the local soft power. The core of the "cool Japan" is its popular culture, especially manga and animations. So the attempts to use the manga and the animations closely related to their regions as the trigger of community development has been made throughout the country. The most remarkable succeed case among them is Mizuki Shigeru road, Sakaiminato city, Tottori Prefecture. The mighty efforts of the Sakaiminato citizens work together with various stake holders out of the region makes their city theme park of the monstrous being (youkai). Now over 3 million tourists are visiting Mizuki Shigeru road per year. The road becomes the most famous tourist resort of Tottori prefecture along with the Tottori-sakyu Sand Dunes.

　　Prefectural Governmen of Tottori declared the founding of "Manga Kingdom Tottori" in 2012. "Manga Kingdom Tottori" put up three prominent manga artists (Mizuki Shigeru, Taniguch Jiroi, Aoyama Gosho) coming from Tottori as the Icons, conducts various events such as the International Manga Expo. But "Tottori Manga Kingdom" is not getting enough understanding in the People of Tottori Prefecture.

　　Kochi Prefecture, as well as Tottori Prefecture, produced many notable manga artists, are also advocating "Manga Kingdom/ Tosa", has a long term tradition of culture ordinary people enjoy drawing manga. And "Manga Koshien" which has a long history over more than 20 years has been encouraging high school Manga Artist(koukoupenji) creating the cartoons implying the social criticism. "Manga Kingdom/ Tosa" appealing the close ties with the spiritual tradition of Tosa emphasizing the value of "freedom" and "rebellious" spirit and the tradition of its manga culture. "Manga Koshien", seems trying to breathe young spirit of "rebellious" and "freedom" through its challenges.

　　On the other hand, Tottori Prefecture lacks the tradition of ordinary people enjoy drawing manga, nor definite identity such as represented by the word "rebellious" and "freedom" in Kochi. Three great manga artists are powerful media, but sad to say, there are no messages to load with. This may be the reason why many people in Tottori seems to be embarrassed at the establishment of "Manga Kingdom Tottori".