The Artifice of Seasonality in Japan: Discursive Narratives of Temporal Value

Abstract

The concept of seasonality is both quietly and publicly discursive, with everyday consumers referring artlessly to seasons for consumption and seasons for production in the same terms, and producers exploiting these expectations to expand seasons for commercial reasons. Seasons are nationalized, both to frame cultural identity and to create the foundation for consumptive activities, such as festivals, holidays, and regional food. In this way, seasonality can be constitutive of both cultural and economic value, with each sustaining the other endogenously. The consequence is a concept of seasonality that is both conceptually stuffed with expedient markers of consumption and production, but also hollow, lacking an anchor in the natural phenomena, such as agricultural cycles. We argue that this artifice, the disembedding of seasonality from environmental phenomena, is facilitated by two processes: the engagement of capital to expand, change or discipline agricultural cycles; and the elaboration of seasonality ‘labeling’ through the converging interests of marketers, tourism promoters, and governments. The success of these processes can be seen in the enduring value of temporal notions of “seasonal”, which consumers continue to respect and uphold in consumption valorization, even as its basis is quietly undermined by the processes above. We present the case of Japan, where conspicuous references to seasonality are widespread, and in which adherence to seasonality is considered superior to other regions. We find that the potential cognitive dissonance related to contradictions against environmental seasons is minimized by the mobilization of coercive marketing and propaganda that can normalize hyper-modern forms of seasonality.