A comparison of attitudes towards dogs: a study of articles and advertisements in Japan and UK dog magazines

Abstract

The UK has a long history of keeping dogs (Thomas, 1983). In contrast, in Japan, dog ownership has become popular only in the last decade. The reasons for ownership and the roles dogs play in these two cultures may be different. Being fashionable is considered more important in maintaining individual status in Japanese society than in the UK. In Japan pet ownership has its own fashion trends which are avidly followed. This can be detrimental to the welfare of individual animals, should they no longer meet expectations. It is hypothesized that in Japan dogs play a predominately projective role (Veevers, 1985). In contrast, in the UK dogs are considered companions and family members (Franklin, 1999) and to play a surrogacy role (Veevers, 1985). The current study aimed to investigate these potential differences through. content analysis of articles and advertisements from British and Japanese dog magazines.
Methodology
Three Japanese and three British popular magazines aimed at the dog owning public were used for analysis. Each quarterly issue (12 UK and 12 Japanese) was analysed, covering the four seasons from summer 2003 to spring 2004.
Results
Content analysis of Articles resulted in seven categories; Personal stories, Pet Ownership, Welfare, Amusement/Competition, Events, Dog Social life, Dog products/services. Content analysis of advertisements also resulted in seven categories: Health Well-being, Training/Behaviour aids, Professional courses, Dog Social Life, Dog products, Welfare, Dog Business/ Service. The frequency with which each category was represented indicated substantial cultural differences in attitude. UK magazines had more articles and advertisements concerned with dog welfare; dog orientated activities, owner responsibility and owner personal stories, care information/ products and rescue/rehome concerns. Japanese publications had more content relating to human orientated social aspects of ownership such as fashion accessories for dog/owner; venues where owners could socialize – and take their dog. The findings suggest that dogs act as social lubricants, facilitating interaction between owners, in both the UK and Japan. The findings support the hypothesis that dogs play a predominately projective role for Japanese owners and one of surrogacy for UK owners who consider them companions and friends, and are concerned with their welfare.
Conclusion
For the UK owner dogs are treated as close companions. This has had many social outcomes; the setting up of rescue centres, developments in dog breeding and training and legislation protecting the welfare of both dogs and the public. The rapid economic changes and westernization of Japanese society has not nurtured the same degree of development of a mutually beneficial relationship between dog and owner, nor served to engender respect for the dog as a species. Rather, magazines portray dogs as useful, yet disposable, accessories in projecting a successful and appropriate image. This has important implications for animal welfare in Japan and highlights a need for education programmes regarding the responsibilities, and emotional benefits, of dog ownership. The study also suggests avenues for further research into the role of pets in societies that are culturally different from the West and that are undergoing rapid change.

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