Rationale of Japanese media theory in the social communications` discourse

The academic paper is devoted to the rationalization of Japanese media theory. This piece of work aims to show the social peculiarities of Japanese media, justified by certain theories of the social communications` discourse. The research reveals how social preconditions apply to the different means of media in Japan, such as newspapers, television, Internet, anime and manga industry etc. The author of this paper scrutinizes Japanese press clubs’ phenomenon, revitalization in local newspapers and coexistence principle in Japanese media. Moreover, the paper highlights an implementation of uses and gratifications theory to Japanese media entertainment industry. The research justifies that media theory in Japan is based on the historical and social preconditions. The academic work presents a systematic analysis of media theories applied to Japanese media system, justified by Japanese market`s tendencies of current importance and social preconditions.  The author of the paper also examines media theories such as agenda setting theory, cultivation theory and global village theory. Each of these theories have their own social peculiarities in Japan, and they differ depending on the different means of media. For example, agenda setting theory can be applied to Japanese national daily newspapers, but other means of media do not tend to use it. However, uses and gratifications theory can be applied not only to entertainment media, but to Japanese magazines as well. The results of the research can be used for the further research of Japanese media theory in domestic and foreign academic discourses.