Permalink : http://hdl.handle.net/2115/80353

This article focuses on the representation of the racially marked “foreigner” in Japanese television advertisements from the 2010s. Drawing from a diverse range of television advertisements it will show how visibly “foreign” bodies are circumscribed in two apparently contradictory ideologies — a perceived “normativity of the global” and a constructed “normativity of the local”. In doing so, it will aim to highlight how these two ideologies often intersect. Focusing on the intertwining of ideas on what is normative in the “local” and the “global” allows to understand facets of the image of visible “foreigners” that are difficult to grasp if one relies exclusively on frameworks based either on eurocentrism or on Japanese nationalism.