雑誌コンテンツとしての「クチコミ」の成立

1980年代から1990年代前半の雑誌における「クチコミ」の提示を巡って

抄録

This article analyzes the emergence of kuchi komi （“word of mouth”） as a mode of information presentation in magazines from the 1980s to the early 1990s, from the perspective of social constructivism. The collection and presentation in the printed form of kuchi komi appeared in the 1980s and began to appear as a section in magazines in approximately 1990. Meanwhile, many texts introduced the influence of kuchi komi, which is not used as an object of formulation or to understand social trends, but rather, as a term to frame the information. Thus, kuchi komi in magazines and books expanded from “mention” to “use.” This article shows that the presentation of kuchi komi in printed form is important for the establishment of this mode of information.