Mixi Messages and Wa

February 18, 2007
Posted by Jay Livingston

When I spent a few months in Japan many, many years ago, the Japanese often told me that Americans were “frank.” At first, I took this as a compliment. Only later did it dawn on me that what they were really saying was that Americans tended to shoot off their mouths, saying whatever they thought, without much regard for how it would affect others. Americans seemed more interested in expressing their own individual opinions and quite willing, in the process, to trash the overall harmony within the group, what the Japanese call “wa.”

Sportswriter Robert Whiting’s 1989 book You Gotta Have Wa is about Wa in Japanese baseball. (The title is an allusion to the song “You Gotta Have Heart,” from the baseball-themed musical Damn Yankees.) Whiting describes the difficulties that arose when American baseball players who couldn’t quite stay in the majors wound up in Japan. Like good Americans, they would see their main task as playing well, getting hits, etc. But they would ignore or even resent a task that most Japanese would take for granted — becoming and being a member of the team, especially in the sense of subordinating their own preferences and accomplishments to the overall Wa of the group.

I myself unwittingly committed these cultural gaffes, one of them so egregious that it’s a wonder I wasn’t immediately ostracized if not executed.

I remembered this distant past again with some embarrassment when I read in Wired Online about MySpace moving into Japan, where the popular site is Mixi. Rupert Murdoch, whose NewsCorp owns MySpace (and a lot of other media), has never been shy about expanding his empire, and since November MySpace has run a Japanese site.

The differences between the MySpace and Mixi reflect the broader cultural difference between individualism and Wa. The name says it all: MySpace “is about me, me, me, and look at me and look at me and look at me,” says an American media executive in Japan. “In Mixi, it's not all about me. It's all about us.” In fact, American parents are surprised and often dismayed by how much personal information teenagers will put up on their MySpace pages for any stranger to see, and by the way kids will use the Internet for nastiness and character assassination.

But Mixi messages tend to be more supportive. It also is based more on groups than individuals. To join, you need an introduction from someone who is already a member, and communication remains centered among clusters of friends or people who share interests. It’s more a way to maintain relations among a group than a way of meeting new people or expressing yourself.

I checked the home pages for the two sites today. MySpace is very in-your-face. Someone in a photo on the cover of Nylon (screaming bold yellow typeface) seems to be screaming and sticking her tongue right into the camera. Just above, “Meet Sal” shows a very confrontational Sal, and then there's Jonathon in battle gear, and over on the right of the screen “cool new people” being cool by acting wild and crazy.



The Mixi login page shows a girl sitting in a field of grass, quietly reading a book, as her friend walks up to her. Both girls are dressed conventionally, and we see them from a distance. The words, not in garish yellow but almost blending in to the blue summer sky, say, “community entertainment.”

It will be interesting to see what happens with MySpace in Japan. Will the medium itself shape the content? Will it speed the development of a more individualistic and less group-oriented culture among Japanese youth, a change which has been slowly evolving in any case? Or will the culture reshape the site and make it more typically Japanese?