Journal of Socio-Informatics Vol. 7, No. 1 Nov. 2014

How Japanese Newspapers Contribute to Community
Engagement
Keywords:
Community Engagement, Media Use, Newspapers,

Kunihiko NAKANO, The University of Tokyo
Jingyuan YU, The University of Tokyo
Rie SAKAKIBARA, Dentsu Inc.
Toshiyuki KITAHARA, Dentsu Inc.
Masaru ARIGA, Dentsu Inc.
Kaori HAYASHI, The University of Tokyo
Hideyuki TANAKA, The University of Tokyo

Abstract
This work aims to investigate how Japanese newspapers contribute to community engagement.
Ninety percent of households in Japan subscribe to newspapers. Moreover half of Newspaper
circulation is concentrated on major newspapers whose head-quarters are located in a few major cities
such as Tokyo and Osaka. Nation-wide news and topics are the main content of these major papers.
This style is similar to Japanese TV programs. As prior studies have shown, not nation-wide mass
media but localized media such as community radio, contributes to community engagement as apart of production of social capital. This study quantitatively investigates the impact of newspapers
by comparing them with other media such as TV, radio, magazines, PCs and mobile phones.
The result of the regression shows that the impact of newspapers is different from that of TV.
The former is positively correlated to community engagement; on the other hand, the latter isnegatively correlated. Although a large part of Japanese newspapers traditionally focus on national
news, the result suggests that they also support everyday life activities in local communities.
Furthermore, new digital media affects community engagement negatively. The length of PC andmobile phone use negatively correlates to community engagement. The authors discuss factorsthat could cause these different effects of the above media on community engagement.

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How Japanese Newspapers Contribute to Community Engagement

NAKANO et al

we could say that newspapers in Japan are strongly

1. Introduction1

related to everyday life and the local community. In
This work aims to investigate how Japanese

this paper, the authors aim to examine the effects ofnewspapers contribute to community engagement.

newspaper on community engagement.

Moreover half of their circulation is concentrated

Table 1 World’s 100 Largest Newspapers

on major newspapers whose headquarters arelocated in a few major cities such as Tokyo andOsaka.
Japanese newspapers are characterized by alarge circulation and delivering system. As
Hatanaka and Hayashi (2012) pointed out, 21
Japanese newspapers are ranked within the top
100 world-wide (Table. 1), and all of these arenational papers. According to WAN『World
Press Trends (2009)』, the Japanese newspaper
total circulation is the ranked third place next to
China

and

India,

which

have

enormous

populations. Furthermore, even the circulation of
one Japanese newspaper company is large. The
rate of the home delivery system is also notable.
About 95％ of households use the home delivery
system in Japan (Table. 2), contributing to theirenormous circulation.
Source: “World Press Trends (2005)”, World
Association of Newspapers.

Additionally, Japanese newspapers have a highlevel of support regarding in local information.
The Japan Newspaper Publishers & Editors

Table 2 The transition of home delivery rate

2

Association (2011) did a survey for newspapers,

in Japantv, radio, magazine, and Internet. As a result of
this research, newspapers get the highest
support in the field of ‘everyday topics’ and‘coherence for local community’ among the fivemedia. In addition to this, articles on local
information are ranked fifth place within 20 kinds ofarticles that readers usually read. From this survey,

1 This research is based on a presentation of “e-tech & e-case 2013”. This research paper was written by the firstauthor. The author would like to express his gratitude toTanaka, who gave advice on analyzing this data.
2 This research provide us many aspects of newspaper and its readers, such as time of reading, popular genresof articles, where and how people read newspaper, subscription time for newspaper etc.

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Journal of Socio-Informatics Vol. 7, No. 1 Nov. 2014

had a positive effect on social capital indicators.
For example, Norris (1996) investigated theimpact of the media on civic engagement andpolitical participation. The result showed thatnewspaper readership is significantly associatedwith six out of eight activities. Furthermore,
Shah (1998) argues that the use of TV is notnecessarily negative with regards to mutual trust
Source: “The transition of home delivery rate inJapan,” The Japan Newspaper Publishers &Editors Association.

and social capital; it depends on the type of
television content. The relationship between TV
and social capital seems to be dynamic and highly

2. Related literature

contextual. Shah (2009) review the researches on
the relationships between civic participation andThis section reviews previous studies related

media use from the five points of view. Especially,

to our field of study.3 Furthermore, the authors

in the part of “usage patterns, attending to

explain limitations of those studies and propose

disaggregated media effects on civic life”,

research questions of this paper.

newspaper reading has a positive effect onpolitical or community participation (McLeod et

2.1 Related literatureal., 1999; Sotirovic & McLeod, 2001). On the

There are many studies on media use andother hand, television watching is not thesocial capital, and most of the studies in this field

monolithic danger, but it is more conditional.

response to Putnam’s “Bowling Alone” thesis

These arguments have been extended to the(Shah et al., 2009, p.207). Putnam (1995, 2000)

Internet, and studies on use of the Internet haveargued that society’s social capital and the level

been conducted in comparison with the use of TV

of face-to-face association had declined because

and newspapers. Kraut et al (1998), argued thatpeople tend to spend more time watching

the Internet use had a negative effect on social

television in private. His study found thatinvolvement and psychological well-being. In awatching television is negatively related to social

later follow-up investigation, a similar result wascapital, whereas the same correlation withnot observed. This result also found that people

newspaper reading was found to be positive.

with a diplomatic character tend to participate

However, Putnam’s study had been criticized

more in their communities. On the other hand,by many researchers who pointed out Putnam

introverted people tend to avoid community

selected TV use time as a variable. However, they

participation (Kraut et al, 2002). Shah et al. (2001)

showed that not only the media use time, but also

showed that use of the Internet for information

the contents of TV progrms is important. Theseexchange further influences trust in people andresults clarified that TV viewing of hard contents

civic participation than do uses of traditional print

3 We assume that social capital is a necessary condition for involvement in community engagement, so wemainly review prior studies on social capital.

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How Japanese Newspapers Contribute to Community Engagement

and broadcast news media. The viewing time of

NAKANO et alcontribute to community engagement.

television was negatively correlated with civic

2.2 Research Questions

engagement and contentment with life, whereas
only in case of hard news on TV, they wereThis study aims to investigate the relation

positively correlated. Conversely, both thebetween newspaper reading and community

reading time of newspaper and hard news reading

engagement. There are numerous studies with

were positively correlated with civic engagement.

regard to social capital. Although prior studies

The usage of the Internet for information

regarding social capital or civic engagement haveexchange was a key contributor in accounting forargued the effect of media use, they haveindividual’s social capital in civic engagement.

investigated each media effect separately or at

Hampton (2003) demonstrates that ICT facilitates

most four media format: TV, newspaper, PC andcommunity participation and collective action bymobile. In our research, we used six media,

creating large, dense networks of relatively weakfocusing on use time. For example, radio is one

social ties and through the use of ICT as anvariable that is not frequently treated in theorganizational tool. Tsuji (2006) assessed theprecedent studies. Funatsu (2006) wrote that

relation between three social capital indicators

community media, such as CATV and community

and media use, Internet use did not have an effectFM radio, plays an important role for citizen toon these indicators. However, newspaper reading

participate in their community [18]. Therefore,

was positively correlated, while TV viewing had aconsidering the role of media in fostering thisweak correlation with these indicators. Thesekind of community participation, the authors

researches

onlineintend to investigate newspapers’ effect oncommunity has a positive effect on participation

community engagement in relation time use ofin the local community (Kobayashi, et al., 2006;

six specific media: TV, newspaper, radio,

Kobayashi, et al., 2007; Shimura and Ikeda, 2009).

magazine, PC and mobile.

showed

that

the

local

Regarding on the effect of mobile phone andSNS is being conducted as well. Miyata andHence, we investigate the following research

Kobayashi (2008) showed that PC email may

question:increase the size of personal social networks,

RQ : When compared with other media, how is thewhereas mobile phone email is useful in

influence of the newspaper different?

maintaining existing strong ties that provide
social support. Some of the researchers focus on

3. The Data

social media (Steinfield et al., 2008; Valenzuela et

3.1 Dataal., 2009), investigating the relationship between

Data for this study came from the 2011 J-READ

the intensity of SNS use and social capital.
Recently, many researchers focus on the usage of(Japan Readers and Areal Data), directed by

ICT for social participation. Are newspapers

Video Research Ltd. This study is based on aeffective for social capital or community engagement

random sample survey (RDD method) of 28,859

in this circumstances? To investigate this, therespondents in all over Japan.4 Depending on theauthors surveys how Japanese newspapers

population scale of each metropolis and districts,
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Journal of Socio-Informatics Vol. 7, No. 1 Nov. 2014

six types of sample size was set. Potential

a local event or festival.” “33. I would rather

respondents were chosen among 15-69 years.

participate in a neighborhood association or

Self-administered questionnaire were sent tochildren’s group meeting.” “34. The area living in

respondents by post, and sent back by post. Datais easy to live.” “35. Local information is morecollection occurred between 16th

October andimportant than national information.” “36. I have22th October 2011.

an attachment to my living place.” “160. I am
interested in the environmental problem of the

3.2 Variables

town where oneself lives in.” “169. I am interested

Criterion variablesindisasterprevention
5

and

area

security

Community engagement is a

Community engagement. As explained in 3.1, we

maintenance.”utilize J-READ data in our analysis. So, the authors

8-item additive index consisting of dichotomous

choose the items from the set of question about(yes/no). These eight items were summed into

the genre of “politics”, “region”, and “environmentone

and social activity”. The items were chosen based

N=27052 ) (Table 3).

scale(KR‒20=0.68,

M=4.66,SD=2.08,on the following criteria: “the information on
local events or news,” “communication with

Controlling variables

neighborhood” and “participation intention of

Demographic variables. We use demographic

local events.”

variables as controlling variables. They were asCommunity engagement was measured byfollows: sex (Male=50.1％, Female=49.9％), age

eight items: “7. I am interested in local politics orgroup, years of residence (M=6.18, SD=1.66,

administration.” “32. I would rather participate in

N=28579), educational background (M=2.74,

Table 3 Fundamental statistics eight items of community engagement

4 RDD method is limited in that household residents who do not have a land line phone connection cannot bereached.
5

We choose the items from “Q-37(J-READ)” which are related to community engagement. The number of item is theconsecutive numbers of “Q-37”.

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How Japanese Newspapers Contribute to Community Engagement

NAKANO et al

SD=0.92, N=25537), full time employed (41.1％),

The model assesses affects of newspaper

household income (M=6.36, SD=3.07, N=27108),

reading on community engagement by controllinghouse ownership (82.1％), children (underfor demographic data such as gender, age, years

elementary school) (27.1％), and householdof residence, educational background, fulltime

member (M=3.52, SD=1.49, N=28281).

employed, households, house owing, household,and children(under elementary school).
In this study, our sample size was exceptionallyMedia use
Media use variables. In this survey, we use thelarge (N = 20709), so we need to discuss the result

length of media usage time as dependent variable.

based on not only its “statistical significance,” butMedia use was assessed using a measure, which

also its “effect size”. Cohen (1988), in dealing withrequired respondents to indicate how many hours

a large data set, established the criteria of “f2 effectthey spent using six different media. Respondents

size.” To measure the size of effect: small = 0.02,

were asked, “How long do you spend on each of

medium = 0.15, and large = 0.35. Our studies effectfollowing on a day?” The categories majored weresize is 0.12. This number is similar in value toNewspaper/Television/Radio/Magazine/Internet

Cohen’s medium effect size (0.15).

6(PC)/Internet (mobile). Possible answered were:

J-READ asked respondents about their media(0) don’t use; (1) 5 minutes; (2) 15 minutes; (3)use time during both weekdays and weekends. In

25 minutes; (4) 35 minutes; (5) 45 minutes; (6) 55

this study, we decided to focus on media use timeminutes; (7) 75 minutes; (8) 105 minutes; (9) 150

during weekdays, since Tsuji (2006) showed thatminutes; (10) 210 minutes; (11) 270 minutes; (12)there was no significant difference between

300 minutes.

weekday media use and weekend media use. To
verify this, we performed a multiple regression

4. Analysis

analysis using Saturday and Sunday media use
data.

4.1 The Model
4.2 Analysis

In order to examine the relationship ofnewspaper reading and community engagement,

Table 4 shows the result of the regression

we performed a multiple regression analysis as

analysis. Firstly, the characteristics of people

follows7:

who participating in community engagement was
as follows. The most effective variables was

Y = Į + ȕ1age + ȕ2 gender + ȕ3education + ȕ4living“children”. Having children has a significant

together + ȕ5Children + ȕ6house owing + ȕ7Grandchildpositive effect on community engagement, while+ ȕ8 Household + ȕ9 living + ȕ10 Mediause (Newspaper )“fulltime employed” has a significant negative+ ȕ11 Mediause(TV ) + ȕ12 (Radio) + ȕ13 (Magazine ) +effect.

ȕ14 (PC ) + ȕ15 (Mobile) + İ

Secondly, our study found the following effectsof media use on community engagement. To

6 e-mail use is removed from Internet use (PC and mobile phone).
7

When we performed a multiple regression analysis, we standardized a criterion variable and media use variables.

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Journal of Socio-Informatics Vol. 7, No. 1 Nov. 2014

Table 4 Regression analysis predicting the community engagement

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How Japanese Newspapers Contribute to Community Engagement

NAKANO et alcompare the effect of newspapers with the effectsecond, is related to media use. In the following,of other media, we used the other media use

we discuss the details about each one.

variables, such as TV, radio, magazine, PC and

5.1 Demographic Variables

mobile phone. After controlling for demographic
variables and five other media measures, theRegarding demographic variables, there are

effect of newspapers was positively correlated tothree main findings: one strong negative effect,

community engagement. The effect of newspapers

broad positive effects, and an age effect.

reading time is the most strongly effective on

Importantly, in our analysis, only one negative

community engagement among the six media use

effect factor appeared: the “working style”

variables. In addition to newspapers, radio andvariable had a significantly negative effect.

magazines are positively correlated to community

People who work long hours are unable toengagement. On the other hand, TV and PC

become engaged in their respective communities

usage are negatively correlated to community

due to their long time constraints.
The second finding is the positive effect factor,

engagement.

which was very wide. In our analysis, all the

5. Discussion

variables except “fulltime employed” and “sex”
had a significantly positive effect. Among these

The purpose of our study is to explore howvariables, the one with the strongest effect was

Japanese newspapers contribute to community“having children”. That is, people who haveengagement. Our analysis shows that thechildren are more likely to become engaged instandardized coefficient of reading newspapers

their respective communities than those who doon community engagement shows the highest

not have children. In addition to this variable,

value among the other five media’s coefficients.

“years of residence,” “household members”,

Although a large part of Japanese newspapers“house ownership” had a significant strong effecttraditionally focus on national news, the results

as well. These results are consistent with priorsuggest that they also support everyday life

studies on social capital.

activities in local communities.

Finally, the age variable showed a significant

The effect of newspapers and TV on social

effect. In our analysis, we established threecapital has been examined previously, but in thisdummy categories: 15-29 age group, 30-49 age

research, we focus on community engagement.

group, and 50-69 age group. When we performed

Comparedthea multiple regression analysis, we set the 30-49

characteristics of this study can point to new

with

these

prior

studies,age group as the base category. As a result, thedirections, since it used a large number of media

30-49 age group was shown to be more likely touse variables. The number of variables in priorbecome engaged in their communities than thestudies is at most four, whereas our study

15-29 age group. However, when compared withincorporates a more comprehensive number ofthe 50-69 age group, the 30-49 age group is lessuse time variables for a wider range of media.

likely to become engaged in their community.

Our findings can be summarized in two main

The effect of aging on community engagement

points: first, is related to demographic factors;

was confirmed in this result.
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Journal of Socio-Informatics Vol. 7, No. 1 Nov. 2014

include many activities, which may or may not

5.2 Media Use Variables

connect people.

Regarding media use variables, newspapers,
radio and magazine are positively correlated to

6. Conclusion

community engagement, whereas TV and PC are
negatively correlated to community engagement.

The goal of this article was to investigate how

The two main findings of our analysis are asnewspapers

follows.

contributetocommunity

The first finding concerns the relationshipengagement in Japan. Our results demonstrate abetween newspaper reading and community

connection between newspaper reading andengagement. Reading newspapers has thecommunity engagement. Although most of allstrongest effect on community engagement after

Japanese newspapers’ topics focus on nation-

having controlled for the five other media

wide news, the time of reading newspaper isinfluences, which is noteworthy. This result is

positively correlated with local community

consistent with prior studies. Korenaga (2010)Engagement.

8

examined this using four media use variables (TV,Our study has an important limitation, which isnewspapers, PC and mobile phone), which showed

media use variables. Our research measures only

very interesting results. Using “centeredness

overall media use time. This problem has been

private life” variable as an independent variable, he

identified in prior research. However J-READ’sshowed that the more people read newspapers or

sample size and technique are solid, so in a

use the Internet with PC, the more people are notchanging media use environment, these results

private life centered. This result suggests thatare still important to consider. Prior studies

reading newspapers widens their interest in

demonstrated

others, similar to our results. However, ourprogramming has a positive relation with social

independent variable is community engagement.

capital indicators (Norris, 1996; Tsuji, 2006). For

The second notable result is the effect of new

future study, we should compare the results

media (PC): our analysis showed is the more

between the effect of “media use time” and “thepeople use this media, the less they are engaged

every contents of media use.”

that

the

contentsofTV

in their communities. Regarding this result, it isimportant to bear in mind that we used total use

Acknowledgements

time here. In fact, our results contrast with priorThis research is supported by the Grants-in-Aid forstudies. Previous studies focus on e-mail (PC andScientific Research(KAKENHI B), Grant Number

mobile) which confirmed that sending PC and

24330147.

mobile e-mail has a positive effect on community
participation and social capital indicators (Miyata

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8 We can not prove that this is a casual relationship where newspaper reading causes Community Engagement.

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APPENDIX

million yen; (10) 9 million yen〜10 million yen; (11)Appendix A: Question Wording

10 million yen〜12 million yen; (12) 12 million
yen〜15 million yen; (13) more than 15 million yen

Community engagement“7. I am interested in local politics or administration.”

Years of residence : (1) less than 1year; (2)1〜3“32. I would rather participate in a local event or

years; (3) 3〜5 years; (4) 5〜10 years; (5) 10〜20

festival.”

years; (6) 20〜30 years; (7) 30〜40 years; (8) more

“33. I would rather participate in a neighborhood

than 40

association or children’s group meeting.”“34. My area is easy to live.”

Number of people in household : How many people“35. Local information is more important thanare there living together including yourself ?

national information.”(1) 1; (2) 2; (3) 3; (4) 4; (5) 5; (6) 6; (7) 7; (8) more

“36. I have an attachment to myneighborhood.”than 8 people.

“160. I am interested in the environmental problem of23&:B$;'LQGG

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How Japanese Newspapers Contribute to Community Engagement

NAKANO et alfollowing on week days , Saturday and Sunday?9

House ownership: 0 (Rent house) or 1(owned byNewspaper/ Television10/Radio/Magazine/Internet

respondent).

(PC)/Internet (mobile): (0) don’t use; (1) less than 10
Fulltime employeed: 0 (part-time job and self-

minutes; (2) 10 minutes to 20 minutes; (3) 20 minutes

employed people) or 1 (fulltime regular employee

to 30 minutes; (4) 30 minutes to 40 minutes; (5) 40

and fulltime temporary employee)

minutes to 50 minutes; (6) 50 minutes to 1 hour; (7)1-1.5 hours; (8) 1.5-2 hours; (9) 2-3 hours; (10) 3-4
hours; (11) 4-5 hours; (12) more than 5 hours

Media use variables
Media use: How long do you spend on each of the

9

In this study, we used the median of each category.

10 When we compared J-READ’s average TV use time with other investigations, so we changed TV’s (12) morethan 5 hours into 687 to get closer to “NHK (Nihon Housou Kyoukai) National Time Use Survey 2010”.

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