How Did the Media Industry Encourage Audience/Readers Participation in Media Events?

The Case of Japanese Chess Events in the Showa Era

Abstract

　Media history scholars have looked at ‘media events’, events held by the

media industry （newspaper companies, radio stations and broadcasting

stations）,　and investigated their roles in mobilizing the masses,

popularizing unfamiliar　Western genres, and evoking nationalism in the pre-

war era. However,　little research has been undertaken on the relationship

between these events　and the audience/readers.

　　In this paper, we aim to understand how the media industry promoted the

participation of audience/readers and made impact on them during the

Showaera.

　　In particular, we decided to compare Shogi （Japanese chess） events

held　by Yomiuri Shimbun during the Showa-era with Shogi events held by

Yorozuchoho　during the Meiji-era.

　　In these events, Shogi players were invited and paid monetary rewards

for　playing games. Game records （moves on the chessboard） were printed

in the　Shogi columns in both newspapers. Based on these columns, we

compared the　audience/readers in each era.

　　In the Meiji-era, participation of the audience/readers was limited due to

the column’s features. Firstly, it was necessary to clip the Shogi columns and

use them with a chessboard, which made it difficult for inexperienced players

to read them. Secondly, little information was added to the game record, so

only　skilled players who were highly motivated could understand the

columns.

　　In contrast, participation increased dramatically in the Showa-era. Firstly,

the columns took up more space and contained much more information than

before. Secondly, column writers tried to increase readability by applying a

prose style inspired by popular fiction. This separated ‘reading’ from other

activities, such as clipping and using a chessboard, and made it an enjoyable

activity in itself. As a result, such efforts succeeded in attracting not only

novices　but also people unfamiliar with Shogi.