nuclear-news

Global advertising giant Dentsu orchestrates pro nuclear propaganda in Japan

Fukushima and Nuclear Power: Does the Advertising Giant Dentsu Pull the Strings of Japan’s Media? By Mathieu Gaulène

  1 June 2016   “………Advertisements in Japan are literally everywhere: a veritable hell of posters or screens in trains and stations, giant posters on buildings, bearers of advertising placards or lorries with huge posters and loud PA systems in the streets: even advertising displays mounted atop urinals in some restaurants. In this advertising empire, the media are no exception. In the press, naturally, as in France, major companies pay for full page advertisements. But, above all in television. An entertainment show generally starts with the announcement of sponsors, and is interrupted every five minutes by numerous short advertising spots, where we often find the same sponsors. There is virtually no time for thinking, most TV channels offer programs close to the world of pachinko: garish colors, constant noise, and frat humor even of the most vulgar kind.

In this immense television arena, advertising is orchestrated by one of the global giants, Dentsu, the 5th communication group in the world and the number one ad agency. With its rival Hakuhodo, 2nd in the archipelago, the two agencies nicknamed “Denpaku,” combine advertising, public relations, media monitoring, crisis management for the largest Japanese and foreign companies, the local authorities, political parties or the government. Together they hold nearly 70% of the market. A true empire that some accuse of ruling the roost in the Japanese media.

Dentsu and information on nuclear power…..

In a book published in 2012, Honma Ryu looked into some of Dentsu’s backstage, and its tight control over the media, especially on behalf of one of its major clients: Tokyo Electric Power Company, Tepco. ……

n 2012, his book Dentsu and Nuclear Coverage became a bestseller within a few months, despite almost universal media blackout.

Honma meticulously described the mechanisms by which Dentsu, the inevitable intermediary, implicitly imposes on media what can or cannot be written on nuclear power, and under what conditions. “Dentsu occupies a special position since the agency holds 80% of the market for nuclear advertising in Japan,” he reminded us during an interview in a coffee shop at Ueno Station. In 2010, in this huge advertising market, Tepco, a regional firm, indeed ranked 10th in terms of advertising expenses, next to power plant manufacturer Mitsubishi Heavy Industries. That year, on the eve of the Fukushima accident, Tepco had spent more than 2 million euros on advertising. The overall advertising expenses of the 10 regional electrical power companies amounted to 7 million euros.

For decades, especially since the 1990s when public opinion began to become critical of nuclear power following several accidents, Tepco and other power companies stepped up commercials and advertorials in the press.

On television, the advertisements can be enough in themselves to overwhelm criticism. Big groups often sponsor TV programs, talk shows or series for an entire season. Sometimes, entire documentaries are produced by Denjiren, [the Federation of Electric Power Companies of Japan (FEPC)], a key player in the nuclear lobby, to promote the industry. Any dissenting voice is unwelcome for fear of losing sponsors.

After Fukushima, Yamamoto Taro paid the price; appearing regularly on TV as a tarento [talent] until then when he suddenly became persona non grata on TV and even in cinema for having expressed opposition to nuclear power. This is hardly new since the great figures of the anti-nuclear movement, best-selling authors such as Hirose Takashi or Koide Hiroaki are almost never invited to appear on TV, especially after the Fukushima accident.

This “control by media” denounced by Honma Ryu obviously is not limited to the nuclear power industry.

Amid all these private media groups, only NHK escapes this advertising empire and can claim to be independent, receiving its funding directly from viewers. Alas, the situation at NHK is even more disastrous, its president Momii Katsuto having said without embarrassment on several occasions that the chain had to be the spokesman for the Abe government. In a recent statement before 200 retired NHK employees, he even seemingly acknowledged having ordered NHK journalists to confine broadcasts to reassuring communiqués from the authorities about Kyushu earthquakes and potential risks they pose to nuclear plants and instructing them not to interview independent experts.

Indirect pressures on the press

What about the press? Dentsu has long had a special relationship with the two news agencies Kyodo News and Jiji Press: the three entities formed a single information group before the war. If information in the press is more difficult to control, Dentsu not only advertises, but provides after-sales customer service — media monitoring, advice on crisis management, and indirect pressure on newspapers.

Whereas in France, the acquisition of media companies by large industrial groups is the prelude to direct pressure, in Japan pressure comes via advertising agencies that act as true ambassadors for the groups. ……..

Advertisements of nuclear power are mainly distributed in weekly and daily newspapers. Since the accident at the Fukushima nuclear plant, they stopped; but for Dentsu, a profitable new business emerged: promoting agricultural products from Fukushima. Since 2011, with the participation of star singers, Fukushima Prefecture has never skimped on promoting its peaches, rice, or tomatoes, with slogans like “Fukushima Pride” or “Fukushima is well!”…….

Dentsu thus occupies a very special position in the promotion of nuclear power, beside Tepco but also the powerful Ministry of Economy, Trade, and Industry (METI) and the Liberal Democratic Party (LDP), both clients of the advertising company. Under these conditions, can Dentsu not be considered to actively underwrite the “nuclear village”?…….

Dentsu is a member of the Japan Atomic Industrial Forum (JAIF), the main organization of nuclear lobbying, along with Japanese electric utility companies and EDF [Electricity of France, Électricité de France],…….

Source: Asia-Pacific Journal

http://apjjf.org/2016/11/Gaulene.html

June 6, 2016 - Posted by Christina Macpherson | Japan, media, spinbuster