Articles
Chinese Propaganda Magazine by Dentsu Inc. during the Second Sino-Japanese War
2017 Volume 91 Pages 123-141
Details
2017 Volume 91 Pages 123-141
This paper discusses the political propaganda activities of Japan against
China during the Second Sino-Japanese War by analyzing Dentsu Inc.’s Chinese
magazine from 1938 to 1944.
After the investigation and arrangement of the publication activities of
Dentsu Inc. during the Second Sino-Japanese War, this paper uncovers another
side of Dentsu Inc. that differs from its well-known identity as an advertising
company. On this basis, this paper analyzes the content of Dentsu Inc.’s Chinese
magazine in combination with its historical context. The content of the magazine
transformed from its original coverage of trade, economic reviews, and
comprehensive monthly reviews into that of a literary magazine. Its development
appears to show its transformation from a trade information magazine
unrelated to Japan’s national policy into a weapon for opinions and ideological
warfare. However, this magazine was designed with a definite propaganda
object and purpose since its first publication. The characteristics of the magazine
include:（ 1） duality of superficial Sino-Japan cooperation and domination by
Japanese；（2） magazine content in unilateral transmission from Japan （dominator）
to China（ dominatee）;（ 3） when Japan lost the battle during the Second
Sino-Japanese War, the magazine converted its content from rational analysis
and review into perceptual spirit theory, tried to fight against Europe and
America appealing to oriental cultural spirit, and resorted to using emotioninciting
cultural and literary works as its main propaganda means.
The development and content change of Dentsu Inc.’s Chinese magazine
reflect how Japan explored political propaganda activities against China during
the Second Sino-Japanese War. In other words, Dentsu Inc.’s magazine, after
several episodes of edition revision and final publication suspension, could not promote
the heartfelt exchange between China and Japan, and ended up in failure.
