Contents

Chapters in this book

1. Frontmatter i
2. Contents vii
3. Table and Chart ix
4. List of Illustrations xi
5. Acknowledgments xiii
6. Introduction: Why Japanese Family Magazines Matter 1
7. 1. The Medium, the Message, and the Masses: Understanding Japanese Family Magazines 19
8. 2. The Splendid Power of Being in Perfect Harmony: How Two Publishers Made a Mass Japanese Audience 43
9. 3. “We Came, We Saw, We Astonished”: How a Japanese Mass Was Won 77
10. 4. Reading Together: How the Audience Participated 129
11. 5. Learning to Consume: How Magazines Politicized Advertising 163
12. Conclusion 187
13. Bibliography 201
14. Index 215