Does exoticization of Asia in media promote societal polarization?

Savu R. from 一橋大学 and I co-authored this article.

Examination of distant cultures in the Finnish media often ends up taking an exoticizing perspective.

On February 1, 2024, YLE (Finnish Broadcasting Company) provocatively reported on its Ulkolinja documentary addressing social issues in Japan: "In Japan, a 25-year-old woman is seriously over the hill." On December 26, 2023, Helsingin Sanomat (major Finnish newspaper) wrote: "Praying atheists: Chinese people claim to be not religious, yet they ask gods for help and perform kung fu in honor of the gods." Additionally, on Valentine's Day, Helsingin Sanomat discussed its journalistic principles that stated it views "the world mostly from the perspective of Finland and those living here."

We think that this view on other cultures and societies is likely to contribute to the alarmingly growing polarization in Finnish society. As Finnish researchers living and working in Japan, we want to initiate a discussion on why Finnish media – and readers – would better benefit from journalism that strives to understand the root causes of foreign phenomena instead of exoticizing them.?

The portrayal of Japan in Finnish media is a particularly good example of this exoticization. Japan is a society that many abroad are intrigued by for various reasons. Many recently portrayed topics about the Japanese society, such as gender equality, aging population and immigration policy, certainly deserve more attention. However, they are often examined from either problematic or superficial perspectives. We argue that the Finnish perception of Japan, as well as many other Asian societies, as portrayed in the media is built on (often outdated) stereotypes, interpretations based on Western thinking and sensationalizing premises.

For instance, the aforementioned headline from YLE refers to an outdated saying about Christmas cake. Just as a Christmas cake spoils after Christmas Day, a Japanese woman is seen as unfit for marriage once she turns 25. This slur doesn’t reflect the views or experiences of the entire nation anymore. For instance, The New York Times reported back in 2019 that this comparison is outdated. As a newer social trend, many women decide to focus on themselves instead of getting married and having children. This might not sound so foreign to Finnish and other readers, as a similar trend is also present in Finland, even though the underlying reasons might somewhat differ.

We must also remember that societies are built on different cultural and historical premises. For example, public discussions on the rights of gender and sexual minorities are not widespread in Japan. Still, in 2024, the majority of the Japanese population quietly supports the legalization of same-sex marriage. Change often takes place through hierarchy, and presenting differing opinions publicly can be difficult, unlike in Finland. Thus, if we focus on the surface of "strange" distant phenomena, we will not understand underlying factors that explain them. This risks our understanding of them being on shaky grounds.

Although China’s "praying atheists" may appear contradictory to Finnish observers, the attitudes of the Chinese—and the Japanese—towards religion are more pragmatic than in the religiously polarized Europe. Different religious denominations in Asia are not necessarily mutually exclusive, and the concept of religion is often understood differently than in the European tradition. For example, Shintoism and Buddhism in Japan exist side by side and have meaning in different areas of life. During the entrance exam season, Shinto temples are crowded with worshippers, while a deceased relative is often commemorated in a Buddhist temple. Conversely, we argue that cultural Christianity ("tapauskovaisuus" in Finnish) in Finland does not differ as much from the "praying atheists" as the media makes us think.

Japan and Finland are also very similar in many ways. Reserved communication culture. Aging society. Declining birth rates. Shoes are not worn inside. This distant Asian culture might not be as exotic as it first appears.

On a personal level, societal differences and problems may naturally evoke emotions. People process them through their own worldviews. However, public discourse should be more investigative and constructive, aiming to support readers' understanding of events from different perspectives, not increase the distance between the Finnish readership and "others."

If we don’t acknowledge the blind spots in the Finnish perspective, the treatment of other cultures in the Finnish media and society will always be one-sided and exoticizing. Striving to understand the root causes of issues in different contexts, like Japan and other Asian countries, would be more meaningful and interesting than generalized anecdotes that only scratch the surface. Openness, curiosity and respect in media and on a personal level can help bring people from different cultures together instead of distancing them. For example, for us two living in Japan, it is easier to find common ground with a local who understands cultural nuances than with someone who considers foreigners loud or whose image of Finland is as the promised land of Moomins, Santa Claus and Marimekko.

We tried to offer our perspective to several media outlets in Finland. None of them were interested in publishing the text/saw the format as suitable for them. We feel that this reception may in itself speak to the problem we are trying to highlight in this text.

Over the years, we have also seen intriguing investigative journalism on social issues in Japan in the Finnish media. We would like to encourage the Finnish media to adopt perspectives that connect people instead of strengthening and maintaining polarization. At first glance, sensationalist reporting and clickbait headlines that are more of a norm these days might not seem to have major negative effects. But along with weekly articles on topics such as the Eastern border closure, immigration and the Israel Gaza war, small streams become rivers that only divide people. Now, more than ever, Finnish media can decide whether it wants to be part of developing a multicultural and empathetic or an inward-looking Finland.

Savu Rovanto (they/them), Assistant Professor, Hitotsubashi University, Tokyo

Miikka J. Lehtonen (he/him), Specially Appointed Associate Professor, Rikkyo University, Tokyo