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Beginning in the 1980s, Yoshimoto published a theory of the masses, "The Mass Image", and particular a theory of the city in "The High Image I-III". At this time, Yoshimoto appeared in the women's magazine "AnAn" wearing clothing by Comme des Garçons. Criticized by Haniya Yutaka as "wearing capitalism itself", Yoshimoto was criticized for turning right. Indeed, afterwards Yoshimoto did become more politically conservative, becoming a supporter of Ichirō Ozawa.