This paper aims to clarify how contemporary hunters in the Nekko village form their self-image, based on data obtained through fieldwork conducted in the Nekko village located in Kitaakita City, Akita Prefecture. First, we discuss how, despite recent advancements in research on Matagi, the image of “Traditional Matagi” constructed by early folkloric studies and investigation reports continues to hold influence over the public. We then examine the construction of their self-image by referencing their narratives. This paper reveals that the self-image of modern hunters is paradoxically and complexly formed through negations that position themselves in contrast to the image of “Traditional Matagi” and the opposing category of “hunters.” Specifically, they define themselves as “not Matagi,” “not a hunter,” and “not following the methods of harmful wildlife control.” Furthermore, we demonstrate that this self-image is established through influences from literature and the tourism industry, the performance of rituals in new forms while referring to past research, and a process of acceptance and adaptation in external communications where they are referred to as Matagi.
