Konflikt roditeljske kulture i novih generacija u Japanu sukob je patrijarhalne tradicije i kolektivizma te modernih struja individualizma i liberalizma. Mladenačka inicijativa u formi subkultura posredstvom kapitalizma i konzumerizma unosi vlastite ideološke vrijednosti u masovnu kulturu procesom njihova oprirodnjavanja, zbog čega postaje prihvatljiva unutar vladajuće ideologije. U tome je toliko uspješna da su se granice pop kulture, subkulture i visoke umjetnosti u modernom Japanu gotovo izgubile. Japanske subkulture se ne protive kapitalizmu i konzumerizmu, kao što to čine zapadne, već se njima aktivno služe jer su oprečni tradicionalnim konformističkim vrijednostima. U takvom djelovanju nastala je snažna alternativna modna industrija kao unikatna, kreativna i “štedljiva modna kultura”. Bricolage(mukoseki) japanske ulične mode subverzijom nacionalnih i tradicijskih simbola u procesu glokalizacije suprotstavlja se tradicionalizmu, nacionalizmu i globalizmu. Pritom stvara transtekstualne, originalne i prepoznatljive japanske subkulturne stilove. Za Japan je karakteristično da je mladenački subkulturni otpor ženskog karaktera, djevojke su predvodnice subkultura i svoje djelovanje iskazuju putem djevojačke kulture (onna no ko bunka) koja je utemeljena na shōjo i kawaii fenomenima, izrazima ekstremne ženstvenosti i deklarativnog odbijanja odrastanja. Djevojačku inicijativu prihvaćaju i slijede mladići, preuzimajući obilježja ženskog identiteta u svrhu otpora. Ženska kultura tako sa svojom zaigranom, romantičnom, šarenom i slatkom naravi postaje simbol otpora rigidnom, muškom uređenju svijeta standardizacije, reda, kontrole, racionalnosti i ozbiljnosti. Japanska Harajuku kultura na čelu s lolita subkulturom danas se proširila na Zapad. Njena ženstvena i infantilna subverzivnost pruža nove mogućnosti feminističkih i subkulturnih djelovanja na dominantnu kulturu, prvenstveno putem pozitivne slike stereotipno rodne ženstvenosti i kroz stvaranje solidarne ženske mreže.

Full title:

Cute Face of Rebellion. Femininity, infantilization and consumerism of Japanese Harajuku culture as an expression of resistance against tradition and patriarchy.

Abstract:

Clash of the parental culture and new generations in Japan marks the conflict of patriarchal tradition and modern streams of individualism and liberalism. Youth initiative in the form of subcultures implements its ideological values into mass culture through the process of naturalization, which makes it acceptable within the dominant ideology. This process is so successful that the boundaries of pop culture, high art and subculture in modern Japan are mixed and almost lost. Japanese subcultures are not against capitalism and consumerism as western subcultures are; instead they are actively using them because they are opposite to traditional, conformist values. Their action has formed strong alternative fashion industry as a unique, creative and “thrift fashion culture”. Japan’s fashion bricolage (mukoseki) confronts traditionalism, nationalism and globalism by subversion of national and traditional symbols in the process of glocalisation. At the same time it generates transtextual, original and recognizable Japanese subculture styles. Japan’s youth and subculture movement is distinctive by its feminine character, girls are leaders of subcultures and their actions are expressed through girls’ culture (onna no ko bunka) which is based on shōjo and kawaii phenomena; expressions of extreme femininity and declarative refusal of growing up. Boys accept and follow girls’ initiative by taking over characteristics of female identity in order to rebel. Female culture with its playful, romantic, colorful and sweet nature becomes a symbol of resistance to rigid masculine world of standardization, order, control, rationality and seriousness.

Keywords:
Japanese subcultures, shōjo, kawaii, subversive consumerism, girls’ culture.