The forming of Japanese public opinion about Russia and the Russians at the beginning of the 21st century Текст научной статьи по специальности «СМИ (медиа) и массовые коммуникации»

ИСКУССТВО И КУЛЬТУРА

Вестн. Ом. ун-та. 2GG9. № 3. С. 193-199.

УДК 378 Л. В. Жилина

Омский государственный университет им. Ф. М. Достоевского

ФОРМИРОВАНИЕ ОБЩЕСТВЕННОГО МНЕНИЯ О РОССИИ И РУССКИХ В ЯПОНИИ В НАЧАЛЕ XXI В.

Посвящена формированию общественного мнения о России и русских в Японии и основана на данных опроса, проведенного в Japan Women’s University (Япония, Токио 2007). Написана в рамках научного проекта «Формирование общественного мнения японцев о России и русских в начале XXI века. Сравнительные исследования», поддержанного грантом Японского фонда в 2007 г.

Ключевые слова: общественное мнение, опрос общественного мнения, представления японских студентов, масс-медиа, стереотипы.

The principles of assessing public opinion are founded on the collection of the maximum amount of information from varied sources. Despite the variety of sources, obtaining specific information about public opinion, primarily borrows the research methodology from sociological studies. Sociology research methods remain the main source from which data about state of public opinion are obtained. In this case, «public opinion poll» is pivotally important - in that it can with a great measure of accuracy show the evolution and a change of public opinion, further enhancing the importance and credibility of public opinion poll as a means to assess society. That is why the subject of this research, at the first stage, became knowledge of the Japanese students about Russia, the Russians and their features (national character), the economic situation in contemporary Russia. We employed the most widespread, as in sociology, kind of interview style questioning. The Public Opinion poll we conducted has allowed us to find out sources of information about Russia and what Japanese students know about this country [1]. Questions of the questionnaire were divided into 2 groups as follows:

A. The open-ended questions which assumed the original narrative answer in the form of a word, or several words. The answers to open-ended questions have a natural character; give a maximum of the information on the theme of research which is rather important for our research. There were 3 questions in this group:

1. What is first of all coming to you in association with the word «Russia»?

2. Can you explain why there has been an improvement of an economic situation in Russia over the last few years?

3. What features are proper for Russian people (national character)? (Your point of view).

B: Questions - Multiple Choice answers. There were 3 questions in this group:

© Л.В. Жилина, 2009

1. What is the main source of information about Russia for you?

Variants of answers: newspapers; journals; radio; TV; books; lectures; talking with the friends; the Internet

2. Do you think there is sufficient information about Russia available?

Variants of answers: yes; no; difficult to answer;

3. Do you know about an improvement of the economic situation in Russia?

Variants of answers: know; heard something; hear for the first time; difficult to answer.

Within the framework of our research, students of Japan Women’s University, which is one of the oldest known universities in Tokyo, have participated in our public opinion survey. Japan Women’s University - JWU consists of Faculty of Home Economics with five departments, Faculty of Humanities with three, Faculty of Integrated Arts and Social Sciences with five, and Faculty of Science with two. JWU is the largest and oldest private women's university in Japan. The University has some two hundred full-time teaching staff, 6182students. The University has affiliated schools: senior high school, junior high school, Homei elementary school, and Homei kindergarten. It also hosts to the JWU Research Institute. Popular usage and universal confidence are the main qualities of public opinion stereotypes; therefore the understanding of values attributed stereotype would be simple, clear and easily perceived by people of varied educational levels, cultural and social backgrounds, and the application and understanding of the stereotype remains indifferent to class or other social distinctions. For this reason, it was interesting for us to look at perception of Russia and the Russians from various positions of «professional groups» - in our case; there were four faculties of Japan Women’s University - the Faculty of Home Economics, the Faculty of Humanities, the Faculty of Integrated Arts and Social Sciences, and the Faculty of Science.

There are also several contributory reasons why our questionnaire/opinion poll was conducted at the University -Japan Women’s University (JWU, Japan).

One factor is communication skills. Persons with more formal education are expected to have the higher reading and com-

prehension abilities necessary to acquire public affairs or science knowledge.

A second factor is amount of stored information, or existing knowledge resulting from prior exposure to the topic through mass media or from formal education itself. Persons who are already better informed are more likely to be aware of the topic when it appears in the mass media and are better prepared to understand it.

A third factor is relevant social contact. Education generally indicates a b roade r sph ere of everyday activity, a greater number of reference groups, and more interpersonal contacts, which increase the likelihood of discussing public affairs topics with others [2].

A fourth factor includes selective exposure, acceptance, and retention of information. As Sears and Freedman have pointed out, voluntary exposure is often more closely related to education than to any other set of variables. They contend that what appears to be selective exposure according to attitudes might often more appropriately be called «de facto» selectivity resulting from educational differences [3]. Selective acceptance and retention, however, might be a joint result of attitude and educational differences. A persistent theme in mass media research is the apparent tendency to interpret and recall information in ways congruent with existing beliefs and values [4].

A final factor is the nature of the mass media system that delivers information. Thus far, most science and public affairs news (with the possible recent exceptions of crisis events) is carried in print media which, traditionally, has been more heavily used by higher-status persons. Print media is geared to the interests and tastes of this higher-status segment and may taper off on reporting many topics when they begin to lose the novel characteristic of news. Unlike a great deal of contemporary advertising, science and public affairs news ordinarily lacks the constant repetition which facilitates learning and familiarity among lower-status persons. Highly educated persons are more likely to have been exposed to a heavily publicized topic in the past; they are already «in motion» on this topic and are easier to move still farther than less educated persons.

The questionnaire/opinion poll of respondents of Japan Women’s University was conducted in June 2007 within the framework of this research. The general population of potential respondents was 6 182 persons - the students from first to fourth year of JWU. The sample size for the research was 400 persons. The sampling was executed by a method of quotas - (in this case sex - not a determinant factor for fulfilling quotas as the general population of respondents were all female). Therefore, for our research, general population quotas were fulfilled according to age category and faculty: age (18-19 years old, 19-20 years old, 20-21 years old, 21-22 years old), faculty (there are four faculties of JWU). On the basis of the above-mentioned, it is possible to conclude that the conclusions extrapolated from the findings of the opinion poll conducted at JWU would be deemed representative of the general population given also the representative nature of our sample. The sample was produced from homogeneous sets as the number of «unites» in the general population was sufficient - 6 182 persons.

To represent the possibility that views and opinions may have been specific to certain groups; the quota system was employed as the most logical choice for this study. Further, having the enrolment list of the university, for practical purposes it was easiest to implement a quota system in determining our sample for enquiry. We selected respondents within given parameters on each faculty and year of programme. The method of quotas is convenient for small population sets. From the above-stated, it is possible to make the following conclusion:

Question 1: What is the main source of information about Russia for you? Television is undoubtedly the main stimulator or formative tool of Japanese students «geographical imagination» about Russia. It has penetrated into all segments of everyday life, presenting carefully filtered and selected information. Further, television does it more efficiently than other sources of information.

Summarizing the finding of the research that seeks to identify the main sources of information on Russia:

1. Television (42,1 %);

2. Newspapers (31 %);

3. The Internet (12 %);

4. Books (5,8 %);

5. Lectures (3 %);

6. Talks with friends (2,8 %);

7. Journals (2,3 %);

8. Radio (1 %).

Question 2: The volume of the acting information on Russia in estimation of the students of JWU.

It is therefore possible to conclude and extrapolate from a representative population that the volume of the information on Russia does not satisfy more than half of the students - 73,7 % of the students of JWU.

Question 3: What is first of all coming to you in association with the word «Russia»?

One cannot overestimate the role the mass media can play in the psychological influence information has on the individual. Actually, mass media forms public opinion and substantially, the outlook of the general population it touches.

Thus it is necessary to note, the further will defend object of socio-political knowledge from own experience and direct perception of its by the subject, the more it is difficult to check the data, describing the object of judgment, and the more often it is compelled to take the data on belief. Therefore many representations about a society, acting to the individual person from various social sources - family, school and the direct social environment, on channels of the mass information - are pretty often acquired by it automatically and in a ready-made kind, not being exposed to any updating and processing [5]. So stereotypes allow the person to make representations and generalizations about the world as a whole. As stereotypes can be formed on the basis of age, sex, religion, and profession, we have found it expedient to look at the variability of a stereotype of Russia that has come to light through discussions with respondents, according to (so called) «professional» position - faculties of university .

44.7 % of students of the Faculty of Home Economics have associated Russia with «beautiful people».

Almost every second respondent of the Faculty of Integrated Arts and Social Sciences (44,2 %) associated Russia with such concepts, as «the USSR», «socialism», «the CPSU».

38.7 % of respondents from the Faculty of Humanities, and 33,9 % of students of

the Faculty of Integrated Arts and Social Sciences have noted negative incidents and the facts connected with Russia. The Faculty of Science recorded a lower percentage

- of 4,8 % in that regard.

35,6 % students of the Faculty of Integrated Arts and Social Sciences and 32,9 % of students of the Faculty of Humanities have associations with «historical and political persons». Further, in 45 % of all cases, «Putin» was named.

42,3 % of respondents from the Faculty of Integrated Arts and Social Sciences and

32.7 % from the Faculty of Home Economics indicated word associations with «na-tional cuisine» and students of the Faculty of Sciences practically did not refer to it (3,8 %). Clearly an indication of a personal bias in their particular interest in Russia. For example - «Sport and sports achieve-ments» and «shows -ballet, national dances and duet-Taru» were noted by the students of all the faculties with equal frequency.

34.8 % of respondents from the Faculty of Home Economics made specific mention in their word associations with Russia of the territorial problem of «Northern Territories» with Japan (34,8 %). This was the highest figure in comparison to 26,1 % of the Faculty of Humanities, 21,7 % of the Faculty of Science and 17,4 % of the Faculty of Integrated Arts and Social Sciences.

31,8 % of the students of the Faculty of Integrated Arts and Social Sciences had associations of Russia with the definite colour.

These views and perception of the respondents from Japan Women’s University can be categorized as stereotypes. The stereotypes as represented by the respondents and other stereotypes about Russia are perpetuated by visual messages presented in print, television, motion pictures, the internet/the media. (A good example of a stereotypical perception of Russia inspired by the media was one response that listed «Cheburashka», which is a cartoon and widely accepted as a sad image).

It would however but unfair to place the responsibility for all stereotypes on the media. The media stereotype because people stereotype. Since our brains naturally classify what we see, we cannot help but notice the differences in physical attributes between one person and another. But it is not natural to stereotype. As with the printing term used to describe multiple stampings

from a single mould, to stereotype is a short-hand way to describe a person with collective, rather than unique characteristics. It is easier and quicker for a photojournalist to take a photo of an angry «or-phan who lives in the manhole» and «life of an old man that seems hard» rather than take the time to explore in words and/or pictures the underlying social problems that are responsible for the civil disturbance.

One can therefore argue that because visual messages are products of our sense of sight, pictures are highly emotional objects that have longevity and staying power within people’s consciousness. As Walter Lippmann wrote in his book Public Opinion «Whether right or wrong, ...imagination is shaped by the pictures seen. Consequently, they lead to stereotypes that are hard to shake» [6]. It is therefore possible to conclude, that the image of Russia - «the cold country» «snowing country» with «huge territory» and «people in fur caps» invariably remain fixes in minds and beliefs. Differently, the space becomes not a neutral category for the students, and national stereotypes undoubtedly include images of space. A lot of them become national symbols - for example, «the Kremlin» «the Red Square» and so on. It stands to reason that because a stereotype is defined as «a schematic, standardized image or representation about a social phenomenon or object». The stereotype expresses the habitual attitude of a person to any phenomenon, developed under influence of social conditions and previous experience. This situation becomes very apparent given the words and sentiments the respondents associate with «Rus-sia».

Question 4: Do you know about an improvement of the economic situation in Russia?

As we could see (62,2 %) of the respondents were not aware of improvements in Russia’s contemporary economic situation.

1. Only 1,8 % of the respondents knew of the improvements in Russia’s contemporary economic situation.

2. 2,7 % of the students of the Faculty of Integrated Arts and Social Sciences responded «know» and 29,7 % responded «heard something». Students of the Faculty of Science did not select «know» from all the answers.

3. Responses according to age - 2,7 % of respondents aged 21-22 responded that they «know» and 30 % «heard something». 0 % of 20-21-year-old respondents answered «know».

Thus 32,0 % respondents from the Faculty of Integrated Arts and Social Sciences gave more often «affirmative answers» than respondents from other faculties. 21-22-year-old students offered more «affirmative responses», than other students.

Question 5: Can you explain why there has been an improvement of an economic situation in Russia over the last few years?

The following problem, which on logic of things arises: «Can you explain why there has been an improvement of an economic situation in Russia over the last few years?» As we can see 95,5 % of respondents could not give any explanation or answer the question. And only 4,5 % of the students tried to answer the question.

95.5 % of students answered:

«Sorry, but I can’t», «Excuse me, but I can’t», «Unfortunately I can’t, but something saw in news», «It seems that I watched something on TV, but I cannot remember» or «I can not explain, but I watched on TV, that China, India, Vietnam and Russia -countries which had been predicted the further growth», «Know, that after “the cold war” and collapse of the Soviet Union the economic situation was rather bad, therefore I cannot explain a modern economic situation».

There was such an answer (it seems quite optimistic):

«I don’t know. .. That is why I would like to know».

4.5 % of students, who tried to answer the question, explained the improvement of an economic situation in Russia by:

1. «Russia began to sell oil much more», «Owing to increase of the prices for oil»;

2. «Russia possesses minerals», «May be it is not absolutely true...but, it has not the image of the rich state and I think, that the important role plays the extraction of min-erals», «Becoming the democratic state it is in the chaotic disorder. It possesses natural minerals and develops»;

3. «It has entered into capitalism. Attention of all world has been attracted to the country because it possesses oil», «It be-

came capitalist state», «from socialist became capitalist state»;

4. Market economy became active;

5. It represents itself as a member of BRIC;

6. It became little bit better as in India, China and following, it seems, Russia;

7. It has not still partially got out of communism. Old persons and children died during the war. There are a lot of homeless including children .

Russia became a capitalist state, which has entailed social differentiation. I heard, that there were people who had a hard life

There are more than before high quality machines. I have heard that there is a difference between rich and poor people

8. There were very rich people owing to pharmacy and oil.

Also there were such answers like these:

• Strengthening of social insurance (maintenance) of old persons.

• It has occurred after falling of authority of Putin.

Based on the fact that 95,5 % of respondents could not answer the question and the nature of the responses to the question, it is fair for us to conclude that more than 95,5 % of the JWU respondents could not give any explanation for the improvement of economic situation in Russia.

4,5 % of respondents tried to answer the question but they could not give any definite answer.

Question 6: What features are proper for the Russian people (national character)? (Your point of view).

To our mind, it is necessary to consider the fact, that all the basic characteristics used for the description of national character, have mainly mythological character and represent more likely the stereo-typified image of an ethnic group and the person, its representing.

It is so difficult to ascertain at an individual level the specificity of national character even in the event that it is understood as a set, more or less, of constant psychological features and properties inherent in the majority of representatives of the nation. It could also be described as the specificity of behaviour of people representing the majority of the nation. I. Kon, a famous Russian scientist, comments as follows: «They say, that distinctive feature of the Russians

is patience. But this quality is also characteristic of the Chineses. They say, that the Georgians have hot temper. But it is typical also for the Spaniards... Any quality - temperament or valuable orientations will never be unique. The structure of features of the nation is unique. But all the elements entering into this structure, are the general»

[7]. The list of characteristics is endless and always injurious. So, what characteristic features, in imagination of students of JWU, are national features of the Russians.

It seems so interesting, that in contrast to Question 3 about associations with a word «Russia» which almost all the students had tried to answer, in case of with «na-tional character» - 30,5 % of students could not answer this question, accounting for the lack of a response to the fact that they did not communicate with Russian people and they did not know about their traits.

Now let’s see students’ imaginations of Russian character according to University Faculties. 61,5 % of the respondents of the Faculty of Integrated Arts and Social Sciences identified the Russian national character as «socialistic». 50 % of respondents of this Faculty pointed out that the Russians are «patient and enduring». But students of the Faculty of Science offered no response with such characteristic.

50 % of respondents from the Faculty of Home Economics named as a feature of character of the Russians the inclination to drink.

50 % of respondents from the Faculty of Integrated Arts and Social Sciences considered that the Russians are «patient, endur-ing».

42,8 % of respondents from the Faculty of Humanities and 42,8 % of respondents from the Faculty of Home Economics indicated that they thought that the Russians were «gentle and calm». But respondents of the Faculty of Integrated Arts and Social Sciences did not note these traits of the Russians (no one answer)

39,4 % of respondents of the Faculty of Integrated Arts and Social Sciences noted «coldness» and 37,5 % of students of this faculty indicated «uncommunicative, sullen» as Russian trait is.

35,7 % of respondents from the Faculty of Integrated Arts and Social Sciences and 35.7% from the Faculty of Home Economics

listed characteristics of the Russians as «rough, hardened, and nervous».

A similar percentage of respondents from the Faculty of Home Economics and the Faculty of Integrated Arts and Social Sciences (33,3 % and 33 % respectively) suggested the Russians to be «stern, strict, and serious».

33,3 % of respondents of the Faculty of Home Economics indicated that the Russians are «strong, great spirited» and 29,2 % of respondents from the Faculty of Integrated Arts and Social Sciences pointed out this trait.

As far as we could see, national typifica-tion shows distinct national-social distribution of stereotypes. In general, it is necessary to note - there is no dominant of positive qualities and conditionally positive qualities of Russian people in imagination of Japanese students. Though we cannot but mention that any of people is not estimated exclusively positively by another one. There are the auto-stereotypes reflecting what people think of themselves, hetero-stereotypes, concerning other people and are just more critical. For example, what is considered by some people as display of economical, by other people - display of greediness [8].

Students being generally based on limited and sometimes inaccurate information by such sources as TV, animations or cartoons (maybe it is a reason that many students drew pictures of Russians hats) gave definition that seemed to go against many public standards. But above mentioned words and words combinations, characterizing Russians, given by Japanese students, are the exact definition of stereotypes of the Russians. Stereotypes as we can understand from the definition go mostly hand in hand with mass-media. Consequently, media messages that stereotype individuals by their concentrations, frequencies, and omissions become a part of long-term memory (as we could see from students’ answers

- «Cold image - President Putin», «I know nothing but Putin», «I don’t know the Russians that is why the image of Putin appears in my mind»). The media typically portray members of diverse cultural groups within specific content categories-usually crime, entertainment, and sports and almost never within general interest, business, education, health, and religious con-

tent categories. At the same time stereotypes are not unequivocally false imaginations, they can be the truth, either the partial truth, or lie. Imaginations of one people about other can be positive, negative, superficial, deep, contain elements of humour.

At all sketchiness and generalization stereotypic imaginations about other people and other cultures prepare for collision with another’s culture, allow the students to make imagination about the world as a whole.

The important characteristic of a condition of public opinion is the level of its knowledge, showing the volume of knowledge of a problem public group has. Taking the same position on a problem people, nevertheless, can understand its essence not in the same way and they can have a various levels of information, knowledge of a problem. We could

see it as a result of this interrogation conducted at JWU.

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