An Exploratory Study On "Danshari" Phenomenon In Mainland China Guided By The Circuit Of Culture Model

With the rapid development of economy in China,consumerism as a global trend also creeps in in major cities of mainland China.Under this context,Danshari,a coined Japanese phrase promoting a simple lifestyle,has become very popular among Chinese urbanites.This Danshari craze indicates that Danshari has been communicated successfully from Japan to China.This paper aims to contribute to an increasing number of literature on this popular cultural phenomenon from an intercultural communication perspective.This study is set out as an exploratory one to touch upon this popular cultural phenomenon by the use of the Circuit of Culture model as a theoretical framework.The five major cultural processes that the Circuit of Culture identifies are: representation,identity,production,consumption and regulation.Through studying Danshari phenomenon as a series of five intersecting moments,the author hopes to get a more comprehensive idea about how Danshari is communicated and culturally works in contemporary Chinese society.Through the analyses of these cultural moments of Danshari phenomenon,a broad contextual understanding of the complexities,contradictions,and power relations associated with contemporary Chinese society is facilitated.From a practical point of view,the study of this popular cultural phenomenon not only helps to discover and solve specific social problems,but also helps us to define,explore our identities,thus strengthening our understanding of society and daily life.Detailed analyses are made to explore how Danshari is represented,what social identities are associated with it,how it is produced and consumed,and what mechanisms regulate its communication and use and find that: 1)the broad masses of Chinese people begin to show determination or at least their attempt to adopt self-help approach against the globalized consumerism even though the power is still limited;2)the production of Danshari,represented by both Chinese and Japanese ancient thoughts,inspires us that communication between cultures can be enhanced by pursuing shared values.Given China's tradition in enhancing and glorifying its own national culture,it is especially important when it comes to countries like China;3)producers and consumers in the meaning-making processes of Danshari have a dialogical relationship.