ABSTRACT Japan is an active player in international biodiversity politics and has ambitious domestic biodiversity targets. The government considers environmental communication crucial for reaching these. This article analyzes two major frames that state institutions employ for communicating biodiversity: traditional agricultural landscapes called satoyama and embodied mascot characters called yurukyara. Both frames attempt to reach the public by transcending the discursive reality. Employing well-established stylistic devices (court culture, Japanese cute), prestigious metanarratives (Japanese as nature people), and established institutional systems of tourism and governance, the frames have reached huge popularity. Yet awareness surveys indicate that people continue to consider biodiversity a matter of governmental policy rather than individual lifestyle. There has been a clear positive effect on the localities singled out for satoyama campaigns. However, it can be argued that the overall effect of celebratory framing coupled with pleasing aesthetics favors complacency and does not invite new forms of civic mobilization.

中文翻译：

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经典而可爱：通过乡村景观和吉祥物塑造日本的生物多样性

摘要 日本是国际生物多样性政治的积极参与者，并制定了雄心勃勃的国内生物多样性目标。政府认为环境沟通对于实现这些目标至关重要。本文分析了国家机构用于传播生物多样性的两个主要框架：称为里山的传统农业景观和称为 yurukyara 的吉祥物形象。这两个框架都试图通过超越话语现实来接触公众。采用成熟的文体手段（宫廷文化、日本可爱）、著名的元叙事（日本人作为自然人）以及成熟的旅游和治理制度体系，这些框架已经广受欢迎。然而，意识调查表明，人们继续将生物多样性视为政府政策而非个人生活方式的问题。对被挑选出来参加里山战役的地方产生了明显的积极影响。然而，可以争辩说，庆祝框架与令人愉悦的美学相结合的整体效果有利于自满，并且不会邀请新的公民动员形式。