Image provided by KUNAICHO_JP/INSTAGRAM
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Images of Their Majesties the Emperor and Empress posted on Instagram
6 hours ago
Francis Mao, BBC News
When Emperor Hirohito ascended the throne in 1926, he was revered by many Japanese people as a living god.
Nearly 100 years later, Japan’s imperial family, said to be the world’s oldest hereditary dynasty, takes on a completely different appearance.
And now the imperial family has taken a very clear step into the 21st century. Starting April 1st, members of the imperial family will begin appearing on Instagram.
It’s been about 15 years since the British royal family made their social media debut.
“[Japan’s imperial family]are probably the last prominent royal family that hasn’t engaged in the digital age at all,” said social media analyst Andrew Hughes.
However, this move was inevitable. The imperial family has made it clear that they want to engage with and maintain a relationship with the younger generation. Given that young people are increasingly getting their content only through their mobile phones, the royal family will also have no choice but to move online.
However, if you are looking for a more realistic glimpse into the daily life of the imperial family, please visit the website opened on the 1st.Imperial Household Agency official accountYou may be disappointed.
Bonsai and many bows
One person who heard that the Imperial Household Agency had created an Instagram account and rushed to check it out posted, “Well, you’re right, there’s no way His Majesty will be posting things like “Today’s lunch (heart emoji).”
The 70 photos and five videos posted to the Imperial Household Agency’s official account so far feature their Majesties the Emperor and Empress, as well as their only daughter, Princess Aiko (22), who is widely admired by the public.
However, it is clear that personal notes and thoughts, and even more natural images of the royal family, will not be made public on this account.
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Instagram of the British Royal Family (left) and the Imperial Household Agency
The images posted so far have a fairly formal feel. It is a compilation of his official duties over the past few months, including public appearances, museum visits, visits to earthquake-affected areas, and drawing room meetings with other countries’ royal families. There are images of bonsai, and there are many scenes of people bowing. In the image celebrating the Emperor’s birthday, the Emperor and Empress sit on low chairs and smile at the camera.
Instagram influencers go to great lengths to maintain the overall look of their accounts. They’re trying to build a brand that’s cohesive, appealing, and has a clear aesthetic to attract potential new followers at first glance.
It appears that the imperial family also has similar intentions. The structure is a mix of beige and gray.
“The posts on the (Official Imperial Household Agency) account are extremely uninteresting. Some of the images shared are similar to those published in press releases,” said Jeffrey Hall, a lecturer at Kanda University of International Studies. he points out.
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Their Majesties the Emperor and Empress and the Crown Prince and Princess of Brunei
The captions are only in Japanese, and so far they are limited to factual reflections on the events depicted in the images. Don’t expect the Emperor to casually end his post by using his first name or to write about his personal thoughts.
Instagram has a Stories feature that users typically use to post sporadic moments from their lives. The Imperial Household Agency’s official account also uses this feature, but so far it has only been used to introduce official duties and ceremonies.
“I don’t think conservative officials at the Imperial Household Agency are going to provide an interactive and enjoyable experience for their Instagram followers,” Hall said.
strict control
And importantly, the Imperial Household Agency has turned off the comments section. Social media analysts say this is a trend seen among companies.
“By doing so, we stop damage to the brand from being trolled by people who promote their own cause, hijack comments, and basically weaken the content and harm the brand. “Prevent it,” said Mr Hughes, who teaches advertising and marketing at the Australian National University.
“There is a possibility that they could change it, but I don’t think they will. That could lead to complications. We have seen what could happen from other royal families overseas. , you should know very well.”
After all, Japan’s imperial family, a royal family whose reign and lineage are said to last for thousands of years, has not wanted to be tarnished on social media for more than a decade.
“The Japanese royal family wants to reinforce their conservative and safe brand image, so the stories and content they post will be very restricted,” Hughes said. “There won’t be anything like[Prince Harry’s autobiography]’Spare’ or any drama surrounding photoshopping.”
Hughes also points out that the Japanese people have a strong sense of awe and respect for the imperial family, which is slightly different from the relationship that the British people have with the royal family.
“You don’t have to provide constant content from day one[opening an account]just subtly reinforcing your brand and controlling what gets published and discussed[on your account]using AI[artificial intelligence]Minimizing misinformation, disinformation, and disinformation. Seems like smart brand management to me.”
Although there have been scandals reported by tabloid newspapers in the past, the Imperial Household Agency has made considerable efforts to maintain the cleanliness of the imperial family. In general, the imperial family is still viewed by the Japanese people as a morally upstanding role model.
Image provided by KUNAICHO_JP/INSTAGRAM
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Images of Princess Aiko receive the most likes
For many years, the imperial family has been transmitting messages through traditional media, photographs, and newspapers, and since the Meiji era, through television programs and weekly magazines.
“However, rather than fostering a sense of closeness with the people, these media were often used to reinforce the image of a distant but well-liked presence,” said Masaaki Monden, a full-time lecturer in the Department of Japanese Studies at the Australian National University. he says.
Even on Instagram, the royal family appears to be maintaining that strategy.
Social media may encourage proximal posts, but Japan’s imperial family is content to remain at a distance.
