ABSTRACT Since the 1970s, many critical Japanese Studies scholars have problematized nihonjinron discourses, which overemphasize Japanese uniqueness and its exclusive nature, as a manifestation of cultural nationalism for establishing ethnonational identity. Similarly, Japanese journalists and online writers have also begun to criticize the recent rampant praise of Japan in mass media as cultural nationalism. The present study explores this issue through a close analysis of a television variety show entitled Bukkomi Japanīzu 3 [Sneaking in a Japanese Expert 3] aired in 2014. Recent years have witnessed increasing nationalistic tendencies in Japan, expressed in both overt hate speech and political activities and in covert cultural nationalism. This article focuses on the latter, offering a textual and discursive analysis of a television show that features non-Japanese people engaging in Japanese cultural practices outside of Japan. It examines the structure, narrations, and interactions of one episode of the show as an ‘encoding’ process, which is followed by a ‘decoding’ of the show through the analysis of online viewer comments. Thus, the present study discusses how the show constructs the essentialist view that Japanese culture belongs exclusively to Japanese people and how audience members respond in diverse ways in online commentary.

中文翻译：

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日本大众媒体中文化民族主义的复兴：非洲驯化恩卡的电视再现

摘要自 1970 年代以来，许多批判性日本研究学者将过分强调日本独特性及其排他性的日本人论话语问题化为建立民族认同的文化民族主义的表现。同样，日本记者和网络作家也开始批评最近大众媒体对日本的猖獗赞美是文化民族主义。本研究通过对 2014 年播出的名为 Bukkomi Japanīzu 3 [Sneaking in a Japanese Expert 3] 的电视综艺节目的仔细分析来探讨这个问题。 近年来，日本的民族主义倾向日益增加，表现为公开的仇恨言论和政治活动和隐蔽的文化民族主义。本文重点介绍后者，提供对电视节目的文本和话语分析，该节目以非日本人在日本以外的日本文化实践为特色。它将一集节目的结构、叙述和互动作为“编码”过程进行检查，然后通过分析在线观众评论对节目进行“解码”。因此，本研究讨论了该节目如何构建日本文化完全属于日本人的本质主义观点，以及观众如何在在线评论中以不同方式做出反应。