The commodifiability of Japanese masculinity: Young male idol talk on- and off-stage

Japanese idols [aidoru] are tasked with presenting a healthy, young, easily-commodifiable image in order to be successful. Previous research has argued that young popular Japanese men in the public eye demonstrate an alternative masculinity, which is at odds with the ‘samurai in a business suit’ ideals that define Japanese masculinity more broadly-speaking. Most research into these forms of alternative masculinity production has remained superficial, and are uncommonly ethnographically-motivated. The present study aims to rectify this by introducing data from a year-long participant ethnography of the Japanese male underground idol group, astral☆code. Using field notes, recorded practice sessions/concerts, and social networking data, this research contends that traditional Japanese masculinity traits were common in the members’ private talk (e.g. sexualizing the female body, internalized group hierarchy, habitualized drinking, etc.), while traits more commonly ascribed to alternative Japanese masculinities were more commonly posted on social networking (e.g. fashion, grooming, shopping, etc.). Conclusions are drawn as to how these two facets of Japanese masculinity are negotiated through private (off-stage) banter. The research concludes that such a duality can be gleaned only from having access to men’s private talk, as in the public eye, individuals are expected to promote an easily-commodifiable image, and distance themselves from anything potentially harmful to said image