Mass Culture Japan

Describe what you think are the central dynamics of the culture of cuteness. Is it pure giving over of oneself to empty consumerism? Or something more critical?

Both? What is Midori matsuis (or if you prefer, Marilyn Ivy’s) argument? Is there any carry through from prewar consumerism (eg ero guro aesthetics, or the idea of the

sublime)? Is there anything perhaps more distinct about contemporary mass cultural cuteness in Japan?