Beauty and the Nerd: Ethnographical Analyses in the Japanese Digitalization

Abstract

This chapter focuses on the Japanese usage of digital products. Both the consumer and production side are addressed, whereby emphasizing the mobile phone industry on the basis of two consumer groups otakus and kogals. First, key characteristics of each consumer group are described. Second, social and cultural aspects related to consumption behavior of the otakus and kogals are examined—that is, collectivism, individualism and kawaiiness (cuteness or coolness). This is followed by the production side of digital products in Japan, highlighting two major companies involved in mobile telephony: NTT DoCoMo and Label Mobile, which in their turn, are linked to the consumption cultures of otaku and kogals.