Welcome to nihonamerika

This weblog, or "blog", was started in September 2004 to reflect on the consumption patterns in the United States and Japan. The blog was established jointly by Professor Nikhilesh Dholakia, University of Rhode Island, USA, and Professor Junichi Yoshimura, Kumamoto Gakuen University, Japan.

The main purpose of this blog is to collect observations and reflections on consumption patterns in USA and Japan, from postmodern perspectives. To the extent possible, an intellectual strategy of "defamiliarization" is employed -- to look at USA and Japan with fresh, unfamiliar eyes, so as to maximize the possibility of "seeing" patterns and phenomena that might otherwise escape the casual gaze.

At a future date, we plan to open this blog to others for comments and contributions.

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Nikhilesh Dholakia (USA) and Junichi Yoshimura (Japan)