Yamaoka Memorial Foundation
第 7 回 若 者 文 化 シ ン ポ ジ ウム
「日本とドイツに見る異文化の受容と変容」
2023年3月8日

The influence of volunteer activities on the perception ofrural regions among young people in Japan
日本の若者が持つ農村地域の認識にボランティア活動が与える影響について
Case Study: Art Festivals 2022
事例研究: 芸術祭 2022

Theresa Christina Sieland
Institute for Modern Japan, PhD student
Heinrich-Heine-University Düsseldorf, Germany

Content
目次
1. Introduction
はじめに
2. Art Festivals and Volunteer Work in Japan
日本での芸術祭とボランティア活動
3. Research Method
研究方法
4. Results
研究結果
4.1 Initial impressions and growing connections to the region
地域に対する第一印象と地域へのコネクションの広がり

4.2 Revitalization vs. understanding of a region

地域活性化vs地域理解

4.3 Changes in perceptions of "rural vs. urban"「田舎vs都会」の認識の変化
4.4 Ups & downs of volunteer activities
ボランティア活動のメリットとデメリット
5. Conclusion
結言
6. References
参考文献

1. Introduction
はじめに• Art festivals still recent phenomenon, since 1950s in Japan (Cai et al. 2020)
芸術祭はまだ最近の現象で、日本では1950年代から始まっている• Aim to involve local population and revitalize in a sustainable way
地域住民と共に、持続可能な形で活性化を目指す• Reflect central social issues in Japanese society (Kobayashi 2014)
日本の核心的な社会問題を反映• Younger generations exploring different lifestyles beyond metropolitan cities (Klien 2009)
若い世代は、都市にとどまらず、さまざまなライフスタイルを模索• Japan one of the first countries to pursue socially engaged art, building new relationships withincommunities
日本は社会貢献型アートをいち早く追求し、地域社会との新たな関係を築いている国の一つである→ Strong interest in volunteering & social impact of the art projects
ボランティア活動やアートプロジェクトの社会的影響に強い関心

2. Art Festivals and Volunteer Work in Japan
日本での芸術祭とボランティア活動•

Japan: Aging, population decline, economic stagnation in rural areas due to increasing urbanization
都市化の進展による、農村部の高齢化、人口減少、経済停滞•

Strategies to revitalize developed from the 1980s onwards
1980年代以降に発展した活性化戦略•••

Focus on economic growth, environmental protection, and the revitalization of rural culture
経済成長、環境保護、農村文化の活性化に重点を置く

Regional arts projects (Takahashi 2015)
地域アートプロジェクト•

Providing cultural boosts
文化的な後押し•Creating new forms of social, cultural, and economic capital (Boven et al. 2017; Cai et al. 2020)
社会的・文化的・経済的資本の新たな形態

Volunteers play significant role ボランティアが重要な役割 (Favell 2015)•

Ensuring events run smoothly
イベントの円滑な運営•

Fostering sense of belonging, collaboration, and cooperation among participants
参加者の帰属意識、協調性、協力性の育成

2. Art Festivals and Volunteer Work in Japan
日本での芸術祭とボランティア活動•

Echigo-Tsumari Art Triennale (大地の芸術祭, ETAT), Niigata, since 2000•

Setouchi International Art Festival (瀬戸内国際芸術祭 , SAF), Seto Inland Sea, since 2010

•

Both:

•

•

Established by art director Kitagawa Fram (北川フラム)•

Featuring contemporary art installations in rural settings
田舎にある現代アートのインスタレーションを紹介•

Famous for their natural sceneries (satoyama 里山・satoumi 里海)•

Historically known for agriculture-related industries 農業関連産業

Exchanges between urban visitors and rural residents aim to (Favell 2015)
都市部の観光客と農村部の住民の交流は・・・•

Evoke new interest in regions 地方に対する新たな関心を喚起•

Help with self-sufficiency and revitalization 自給自足と活性化を支援→ Long-lasting effects of volunteer work at ETAT and SAF? ボランティア活動の長期的効果は？
•

Knowledge about remote areas? 地域に関する知識？

•Interacting with residents on-site? 居住者との交流？

3. Research Method
研究方法•

4 qualitative semi-structured interviews
定性的半構造化インタビュー•

Snowball sampling & previous contacts
スノーボールサンプリングと過去の交流•

Criteria 基準
1. Under 30 years old
30歳未満
2. Participated in ETAT or SAF activities as a volunteer in 2022
2022年にボランティアとして参加者•

Conducted in: Takamatsu 高松, Naoshima 直島, Ōsaka 大阪, Tōkyō 東京 (tourist facilities & cafés)•

All in English, recorded, partially transcribed
英語・録音・一部書き起こし•

Length: 10 to 25 minutes (limited availability during weekdays)
時間：10分～25分（平日は制限あり）

4. Results
研究結果Interview Data 1: General information & background of the interviewees.
Name*

Age,
Sex

OriginAkane(Osaka)23, F

Osaka,Japan

Charlotte(Naoshima)

22, F

Mihou
(Takamatsu)

Edith(Tokyo)(Place ofInterview)

Current occupation(field / subject)

Participating 2022
as a volunteer

Former experience atUniversity Student(Economy), Tokyo

SAF

ETAT, volunteer &touristHong Kong

University Student (EventManagement), Hong Kong

SAF

ETAT, tourist

27, F

Hong Kong

Employee(Art Event Promotion), HongKong

SAF & ETAT

SAF, Northern Alps
Festival (Omachi) &ETAT, volunteer &tourist22, F

Australia

University Exchange Student(Art Management), Tokyo

ETAT

None

*All names have been changed to protect participant’s privacy.
※参加者の身元を保護するため 、 名前はすべて変更されている。
Abbreviations: F = Female / 女性; ETAT = Echigo-Tsumari Art Triennale; SAF = Setouchi Art Festival

4. Results
研究結果Interview Data 2: Motivations & perceptions of the interviewees.
Name

Initial interest

Initial impression

Changes in perception

Return?

Akane Interest in art and community; learned
about ETAT from a friend, got involved
with activities and decided to travel to
SAF after moving to Osaka.

ETAT: Remote, opportunity to talkabout current and future problems inJapan;
SAF: Roughly the same, but not as
remote / isolated as ETAT.

Never thought of areas as rural, rather as an example/ symptom of Japan’s current challenges; Realizedthat revitalization of local communities must be more
concrete for locals; Good for building communities but
offer nothing definite.

Yes

Char- Heard about SAF from a university
lotte program; Wanted to initially go to SAF(more popular), but due to schedulingdifficulties because of COVID, went to
ETAT as a tourist first.

ETAT: Considered as the "original" ofJapan’s art festivals; Very remote andvast, difficult to travel around.
SAF: Easier to travel around, more
exciting to discover artworks.

ETAT: Makes reality of demographic change etc.
more visible; Experiences as a volunteer were way
harsher; More variety and beauty than expected..
SAF: Was surprised by the rich history of each island;
Discovered many strange and special things.

Yes

Mihou First went to SAF with a university
ETAT: Most difficult place to go
Always encountered places through volunteering,
program; Does not like to call areas
around, very vast; People initially were does not want to comment on local people in general;"rural" because of the implication "versus more reserved than at SAF; Landscape Activities very tiring and exhausting; Is always looking
city"; Had the initial image of Japan infeels very real and wild.
forward to the opening of the Triennale, especiallygeneral as very neat, tidy etc., but
SAF: Feels more accessible; Localwith the prospect of getting sleep;
realized that no place fit into any
people eager to meet young
All festivals and places are special, mostly
stereotype.
volunteers.
characterized by the people they met and thememories they now share.

Yes

Edith Went skiing in Yuzawa and got
recommended to attend winter events at
ETAT, hence first volunteering in 2022;
Read book about ETAT and wanted tolearn more about the concept.

Yes

ETAT: Felt very typically rural; Vastlydifferent from big cities, especiallybecause of the beautiful landscape,buildings and outdoor activities.

ETAT: Experience felt like a magical tour; Heard
about problems like depopulation, seeing closed
schools etc.; Idea of community art fascinating, butfeels they need more time to get to know the place;
Learned that motivation to change has to come fromthe community rather than from outside.

4.1 Initial impressions and growing connections to the region
地域に対する第一印象と地域へのコネクションの広がり•

Mostly art students and young professionals from urban areas
都市部の美大生や若手社会人•

Before 始めに••Interested in gaining contacts with artists and organization of art
festivals
アーティストとの交流やアートフェスティバルの開催に興味をもつ•

Aware of the social issues faced by rural areas in Japan before
their participation
日本の地方が抱える問題を事前に認識する

Hands-on experiences & interactions 体験・交流の実践••

Deepened understanding of challenges faced by rural regions
地方が抱える課題への理解を深める

Felt more connected to the region 地域との結びつきをより実感
1.

Sense of accomplishment & belonging
達成感・帰属意識

2.

Developed a desire to make positive contributions to local
communities
地域社会への積極的な寄与の芽生え

3.

Considered the ongoing well-being of the regions
地域の継続的な幸福を考慮"When we talked to the artists andlocals, I learned a lot about the schools
and houses that were abandoned
because people moved away. I learnedso much more about these regions,and never before would have thought,‘Wow, this is a region with a rich history’(laughs)."- Edith"It's an indirect way to learn more about
each place, more than ‘Okay, this is aregion that's aging fast.’ Through theartwork and volunteering, you get
connected to what's happening, it
becomes more emotional and more
real."- Charlotte4.2 Revitalization vs. understanding of a region
地域活性化vs地域理解"It has to come from the people wantingchange, that's the basic idea. But you
have to be very careful, the people whocome have to really get to know theresidents. Maybe they bring in an idea,
but the locals are the ones who haveto get the show on the road."- Edith"If you don't take enough time, you're
not helping at all, you're actually justturning the place into a city you imagine[...]. When the volunteers come backevery year, the locals recognize us as ateam, even if they don't remember
individual faces. It becomes easier, but
it takes time."- Mihou•

Thoughts about own impact and goal of revitalization
自分の影響力と活性化の目標•

Process should…
プロセスは1. … take its time
時間をかけるべきである
2. … not impose measures
対策を押し付けないべきである
3. … note that will to change should come from local
community
地域社会から生まれる変化であることに注目すべきである•

Aim of socially engaged art in Japan
日本における社会貢献型アートの目的

1. Economic benefits secondary
経済的利益は二の次
2. Prioritizes sustainability and stability
持続可能性と安定性を優先
3. Develop new relationships among people involved
人脈開拓4.3 Changes in perceptions of "rural vs. urban"「田舎vs都会」の認識の変化•

Did not match image popularized by tourism & media
観光やメディアで流布されているイメージと異なる•

Each region with its own unique characteristics
地域によって独自の特色を持つ•

Welcome change from stressful city life
ストレスの多い都市生活から回復する••

Aware of stereotypes & "rural vs. urban"
dichotomy「田舎vs都会」の二分化と固定概念の認識

More attention necessary より注目すべきこと
1. Job opportunities 就業機会
2. Education 学校教育•

Lack of recreational activities
レクリエーション活動の不足•

Limits possibility of wanting to move to areas
その地域へ引っ越したくない"I was born in Osaka and grew up in Tokyo, so I was stressed
all the time. Because the big cities, especially Tokyo, are so
crowded, and there are too many people. But when I went to
Echigo-Tsumari, I felt very relaxed, especially because of thesatoyama and the people there. Both Echigo-Tsumari and
Setouchi feel like home to me now, I feel relaxed when I go
there."- Akane"Rural' or 'inaka' still kind of suggests that something is notthat advanced or slow, right? […] To me, each region has its
own history, and so they're just different, right? We tend tomeasure the value of a place by its economic importance, andit doesn't make sense to me."- Mihou"The problem is the centralization in Tokyo. For example, we
could move more university campuses to the countryside, while
keeping the standard of education the same, which is a hugeproblem right now."- Akane"Okay, I think it's very rural in the sense that you don't havemuch entertainment here, on the islands themselves, andaround Echigo-Tsumari even less. I mean, of course you canlive here, and there are shopping streets and so on. But
compared to the activities you can do in a city, it's quite
different and rural, I would say."- Charlotte4.4 The ups & downs of volunteer activities
ボランティア活動のメリットとデメリット"Well, it's meaningful, there are many chances tocommunicate with everyone. But also, it'sharsh, I have to say, harsher than I ever thought,
incredibly harsh."- Charlotte"Yeah, I think it's totally exhausting, but also
really nice here. Yeah, it makes you want tocome back. Even though it's exhausting - think
about all the calories you burn! (laughing)"- Edith"Sleep! I’m sorry, but it’s true! Because it is justso exhausting. But honestly, in the past, once thefestival opened, I just went to sleep immediately
and couldn't get up until the next morning."- Mihou"You can just do so many strange and special
things. One day I just cut bamboo all day,another I cleaned up a forest. All of that has to bedone at some point so that both the locals andthe visitors can enjoy the festival. So, it's okay, it
pays off in the end."- Charlotte•

Traditional Japanese corporate style hierarchy
日本の慣習的な階層構造スタイル•

Organization considered "very strict" & "harsh"
厳格できつい組織・「厳しい」•"Necessary evil" to get things done
実行するための必要悪•

Hard physical and mental work, concerns about
exploitation 精神的ストレス・力仕事→ Can top-down initiatives achieve sustainable
development?
トップダウンの取り組みで、持続可能な開発は実現可能か？

4.4 The ups & downs of volunteer activities
ボランティア活動のメリットとデメリット•

Excitement despite criticisms
それでも感動すること
1. Diverse tasks 多様なタスク
2. Meeting people from different backgrounds
異なる背景を持つ人たちとの出会い
3. All want to volunteer again in the future
またボランティアに参加したい•Overall 全般的に
1. Promise of personal fulfillment 充足感
2. Skill development 能力開発
3. Networking with like-minded individuals
志を同じくする人たちとのネットワーキング•

Main accomplishments 主な成果•

Establishment of new social connections
新しい関係の構築→ Especially between participants from urban
and rural areas
特に都市と農村の参加者の間"The most fun for me is when we are on
location with the artists and talk to them about
their projects. That's fantastic. Working withpeople who come to the rice fields, working withthe artists and talking to them, that’s justawesome."- Edith"I remember we were in Echigo-Tsumari, very
close to a village, and the residents wanted toshow us that they had the best apples. We got
so many things, someone would always come by
and bring us whole boxes of apples! And then I
met one of the older ladies again, and we
immediately started talking about apples, forlonger than I care to admit. It was delightful!"- Mihou"Both triennales promote a new relationshipbetween local and city residents, and also
artists and students, especially foreign students.
[…] They all come here and experience theculture and the life of the local community, so
it's very healthy for the future. And it's
important! The most important thing is thisnew relationship."- Akane5. Conclusion
結言•

Volunteering at art festivals can… ボランティアに参加すれば
1. … positively impact young people's views of rural areas 若者の農村地域の認識にプラスの影響を与える
2. … foster critical thinking towards urban vs. rural stereotypes ステレオタイプに対する批判的思考の育成
3. … have a positive impact on both individuals and local communities in the long run コミュニティーへの貢献•

Revitalization efforts now… 地域おこし
1. … mainly focus on social and communal sustainability 社会的・ 公共的・ 持続可能な開発

2. … offer potential for creating new social relations 新しい関係の可能性の提供•

But: Strict organization and physical exertion of volunteers can hinder meaningful exchange and connections
しかし: 厳しい組織や肉体労働は有意義な交流やコネクションを妨げる可能性がある•

Future research should consider… 今後の研究で考えるべきこと
1. … a more diverse sample of participants (gender, location, age, resident groups)
更なる多様な参加者のサンプル (性別、居住地、年齢)
2. … long-term development and relevance of volunteer work
ボランティア活動の長期的な発展と関連性
3. … that borders between urban and rural continue to blur
境界があいまいになるThank you for your time and attention!

ご清聴ありがとうございました。

6. References
参考文献•

Boven, Thekla, Ariga, Takashi and Worrall, Julian. 2017. "Culture-led Reuse of Former Elementary Schools: A Survey of Echigo-Tsumari Art
Triennial′s Involvement in Tokamachi, Japan." Journal of Asian Architecture and Building Engineering 16 (1): 61–66.

•

Cai, Gangwei et al. 2020. "The Positive Impacts of Exhibition-Driven Tourism on Sustainable Tourism, Economics, and Population: The Case of
the Echigo-Tsumari Art Triennale in Japan.” International journal of environmental research and public health 17 (5): 1-24.

•

Jesty, Justin. 2021. "Japan’s Rural Art Festivals. The Echigo-Tsumari Paradigm.” Pp. 23–36 in The Routledge companion to art in the public realm,edited by Cameron Cartiere and Leon Tan. New York, London: Routledge.

•

Klien, Susanne. 2010a. "Collaboration or confrontation? Local and non-local actors in the Echigi Tsumari Art triennale.” Contemporary Japan 22:
153–178.

•

Klien, Susanne. 2010b. "Contemporary art and regional revitalisation. Selected artworks in the Echigo-Tsumari Art Triennial 2000-6." Japan Forum
22 (3–4): 513–543.

•

Klien, Susanne. 2009. "Ländliche Regionen und Tourismusvermarktung zwischen Revitalisierung oder Exotisierung: das Beispiel Echigo-Tsumari.”
Japan: Politik, Wirtschaft und Gesellschaft 2009: 217–241.

•

Kobayashi, Rune. 2014. "The Role of Art Projects for the Aging Society of Japan in the Context of Rural Regeneration: Entering a New Era of
Asking Why We Need "Art” Projects?” Pp. 101-124 in Japanisch-Deutches Zentrum, Berlin. Retrieved February 20, 2023
(https://www.jdzb.de/fileadmin/Redaktion/PDF/veroeffentlichungen/tagungsbaende/D64/P1581_21_Kobayashi.pdf).

•

Qu, Meng and Funck, Carolin. 2021. "Rural art festival revitalizing a Japanese declining tourism island.” Pp. 51–68 in Cultural sustainability,
tourism and development. (re)articulations in tourism contexts, edited by Nancy Duxbury. London, New York: Routledge.

•

Takahashi, Naoko. 2015. The role of arts festivals in contemporary Japan. Leicester: Arts and Festival Management De Montfort University.

•

Yoshimoto, Mitsuhiro. 2014. Triennale no Jidai: Kokusai geijyutu sai wa nani wo toikakete irunoka? [The age of the Triennale: What theinternational art festival is questioning.]. NLI Research Institute. Retrieved February 20, 2023 (https://www.nliresearch.co.jp/files/topics/41479_ext_18_0.pdf?site=nli).