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Muryo-Annai Jyo (Kanon Iwata)
Use of Language
INTRODUCTION
If you look at the signboards of Muryo-Annai Jyo, most of their contents are texts, and there are several kinds. Williamson (1978) suggests that
Like all signs, language refers back to the wider system in which it has meaning—not as a sign system transmitting meaning (i.e. sentences which make sense, etc.) but as an opaque thing which has a social setting and social meaning, like everything else.
This section deeply analyze the texts on Muryo-Annai Jyo’s signboards to understand the identity and culture of Muryo- Kabuki-Cho.
The Combination of Formal and Casual
Uchi and Soto
Muryo-Annai Jyo use both honorific and casual form of language on signboards. For example, honorifics are often used for warnings and words to give people a sense of safety. For example, the signboard of Muryo-Annai Jyo located in the central road of Kabuki-Cho says that “there are a growing number incidents of catches on the street (路上の客引き行為で被害多発しております。).” and “Annai-Jyo do not tout. We are safe (案内所は客引き行為はいたしません。安心です。).”. On the other hand, however, they also use casual words such as “Leave it to us on Kabuki-Cho (歌舞伎町のことならおまかせ！).”. Muryo-Annai Jyo in the Hanamichi-dori street also uses casual form of language like “Ready for anything (なんでもこい！).” and “Free admission! (入場無料だよ！)”.
Muryo-Annai Jyo in Hanamichi street
Muryo-Annai Jyo in the central road
This combination of formal and casual words expresses typical Japanese society and culture, the relationship between “Uchi (内)” and “Soto(外)”. According to Miyake (1994),
Uchi refers to close people such as your family, coworkers in your company, and groups you belong to, while soto means unfamiliar people like strangers and people in other communities.
Miyake (1994) also notes that
Japanese people tend to behave sensitively and use formal language towards “Soto” people.
This indicates that the use of language on Muryo-Annai Jyo’s signboards suggests Japanese interpersonal relationships. Honorifics are used for “Soto” people to show consideration, while they try to give people friendliness or comfortableness (“Uchi” aspect) through casual words.
English
Some Muryo-Annai Jyo use both Japanese and English for their signboards. English is used for names of Muryo-Annai Jyo and people, the list of their services, words which Japanese can read such as “Welcome” and “Sale”. About the use of English in Japanese media, Goldstein (2011) mentions that
English in Japanese media can be thought of as having two dimensions, one dimension being its decorative function and one dimension being its communicative function. The decorative function of the English incorporates characteristics such as font size, font color, and placement on the page. English words which can be read and understood by Japanese people are able to communicate their meaning and are therefore highly communicative.
Hence, Muryo-Annai Jyo’s signboards use English for not only communicative function but also decorative function. For communicative function, they use easy terms which Japanese people can understand.
Gender index
Some texts on Muryo-Annai Jyo’s signboards indicate masculinity. For instance, Muryo-Annai Jyo called “Ore ni kike (俺にきけ！)” expresses masculinity through the use of language and its font. “Ore (俺)” refers to me in Japanese, however, the word is often used by men in casual situation. Also, “Ore ni kike” can be translated as “Listen to me”. However, it sounds casual and strong since it uses “ore”. Looking at the font, it uses the font like calligraphy. This font also gives us masculine and aggressive impressions.
Safety and Security (安全安心）
Almost every Muryo-Annai Jyo in Kabuki-Cho has the words of "Safety and Security" in signages of their entrances.
“We want to be seen as social, as proper, as worthwhile persons.” (Karp, 2015)
Karp discusses that people in the urban space try to be seen as proper. This can be applied to Muryo-Annai Jyo as well. They also try to be seen as proper and give people comfortableness by showing people the words of “Safety and Security”. However, some Muryo-Annai Jyo ostensibly seem to be safe and hide their illegal sides.
Positive words
Positive words such as “super cheap”, “rich information”, “No.1”, and “excellent store (優良店)” are often written on signboards of Muryo-Annai Jyo. By using many positive words on their signboards, they try to gain trust from people and create comfortableness as well as words like “Safety and Security” on Muryo-Annai Jyo’s signboards.
“Welcome”
Some Muryo-Annai Jyo use the word like “Welcome (いらっしゃいませ)” and “Feel free to enter (ご自由にどうぞ)” on signboards and mattress at the entrance. This words also shows comfortableness and friendliness since it is not easy for some people to enter. However, this word can be their public stance (Tatemae 建前 in Japanese) since some Muryo-Annai Jyo are illegally operated.
Warnings
Almost all the signboards have the words of warnings against catches and underage people. As I mentioned in the section of Uchi and Soto, they often use honorific expressions for warnings such as “Please beware of catches. Muryo-Annai Jyo does not tout on the road.” and “We do not accept people under 18 years old.”. Since Muryo-Annai Jyo is strongly connected with business, they strictly prohibit the entry of underage people. Also, there are many incidents regarding catches on the street and rip off by illegal Muryo-Annai Jyo in Kabuki-Cho. These warnings indicate how unsafe Kabuki-Cho is.
Conclusion
Through decoding the use of language on Muryo-Annai Jyo’s signboards, we found that the combination of formal and casual language refers to the relationship of Uchi and Soto, which is the typical Japanese social and cultural behavior. Also, they often use positive words like “Safety and Security”, “No.1”, and “rich information” in order to be seen as proper, to gain trust, and create comfortableness. However, some illegal Muryo-Annai Jyo hide their dangerous side by using these positive words on their signboards.