The primary characteristics of Japanese mass media are the influence of the national daily newspapers and the Japan Broadcasting Corporation (Nihon Hoso Kyokai, or NHK) and the relative lack of localism.

Japanese media are dominated by five national daily newspapers. The Asahi, Mainichi, Nihon Keizai, Sankei and Yomiuri Shimbun (newspaper) all publish both a morning and an evening edition, with total circulation of more than 40 million copies per day (Cooper-Chen, 1997, p. 53). Of the world's ten highest daily circulation newspapers, the top three are Japanese, with the fourth highest having a circulation of just over one-third of the circulation of the Yomiuri Shimbun (The United States is not represented in this list) (Cooper-Chen, 1997, p. 54). It is not surprising that Japan has the highest ratio of newspapers to people in the world, with 578

On average, Japanese citizens watch over three hours of television per day. The average Japanese television set is turned on for eight hours and eight minutes per day (Cooper-Chen, 1997, p. 105). 54.9 percent of Japanese citizens surveyed by NHK (1995) watch at least three hours of television per day on average. Generally speaking, Japan is a heavy television viewing nation.

It is ironic that Japan, a nation with a high-tech image, until very recently had one of the lowest rates of Internet use. A 1996 study found that Japan had only three percent of the world's Internet-connected computers (Cooper-Chen, 1997, p. 221). The United States had 70 percent. This is a great disparity, but is worded ambiguously. Stated differently (and taking into account the relative proportions of computer ownership), Japan was only one-tenth as "wired" as the United States. Some of the reasons for this: Computer ownership is, by some estimates (Cooper-Chen, 1997, p. 221) more than three times more common in the United States than in Japan; Japan's telephone company (NTT) was extremely slow in meeting customer needs; Internet expenses were considerably higher in Japan; and there was very little Japanese content on the Internet. More recently, Internet adoption has picked up its pace in Japan (Cooper-Chen, 1997, pp. 221-222).

NHK (1995). "The Japanese and Television." Tokyo: NHK Public Opinion Research Division.

DeMente, B. (1992). Everything Japanese. Chicago: Passport Books.

NHK was the only player in broadcasting until 1950. Commercial radio broadcasts began in that year. Growth continued steadily so that by the end of the decade, all of Japan could receive both NHK and commercial radio broadcasts (Cooper-Chen, 1997

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