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roducts as daytime soaps and Harlequin romances as sites where ideology addresses the individual consumer (viewer or reader), whose reaction and response, however, are always open to refusal and/or negotiation. Those reactions and responses are not the subject of the essay; it is only the interpellated (through the changing trends in representations of men in love) messages about what constitutes a good romantic hero, and, by extension, a desirable type of man, that will concern me here. It is my argument that studying changing representations of men in love in popular texts such as category romances can tell us something about the shifting field of gender relations and women’s active role in negotiating social norms of love and marriage.
2. Turo Ono, “Ai” “aisu” ni tsuite” (“On ‘Love’ and ‘Loving’ ”), Kokugogaku (National Language Studies) 126 (1981): 13 – 23; Saeki Junko, “Iro” to “Ai” no Hikaku Bunkashi (A Comparative Cultural History of “Lust” and “Love” (Tokyo: Iwanami Shoten, 1998).
3. Sumiko Iwao, The Japanese Woman: Traditional Image and Changing Reality (Cambridge,MA: Harvard University Press, 1993).
4. Samuel Coleman, Family Planning in Japanese Society (Princeton, NJ: Princeton University Press, 1991).
5. Neighborhood men, in that era, appeared to be more exercised with their wives’ increasing desire to work outside the home and their decreasing desire to care for their (the husbands’)parents.
6. See Janice A. Radway, Reading the Romance: Women, Patriarchy, and Popular Literature(Chapel Hill: University of North Carolina Press, 1984).
7. Cindi L. Sturtz (Sreetharan), “Danseigo da zo! Japanese Men’s Language: Stereotypes, Realities,and Ideologies” (PhD diss., University of California, Davis, 2001). They may, however,do so in song; see Debra J. Occhi, “Namida, Sake, and Love: Emotional Expressions and Japanese Enka Music” (PhD diss., University of California, Davis, 2000); and Christine Yano, Tears of Longing: Nostalgia and the Nation in Japanese Popular Song (Cambridge, MA:Harvard University Press, 2002).
8. Steven Caton, personal communication.
9. Matthew C. Gutmann, “Trafficking in Men: The Anthropology of Masculinity,” Annual Review of Anthropology 26 (1997): 400.
10. Since my interest here is in Japanese men in love, albeit fictional ones, I exclude the third subcategory, Japanese translations of Harlequin-type romances.
11. Zoltán K.vecses, The Language of Love: The Semantics of Passion in Conversational English(Lewisburg, PA: Bucknell University Press, 1988), 58 – 59.
12. Janet S. Shibamoto Smith, “From Hiren to Happ.-endo: Romantic Expression in the Japanese Love Story,” in Languages of Sentiment: Pragmatic and Conceptual Approaches to Cultural Constructions of Emotional Substrates, ed. Gary Palmer and Debra J. Occhi (Amsterdam: John Benjamins, 1999), 147 – 66.
13. Indeed, with the exception of this single line of dialogue, I have no other memory of this drama, including details such as its name.
14. Takie Sugiyama Lebra (personal communication) also suggests that whereas ai involves a concern for the loved other’s needs and feelings, koi, as an irresistible passion, is more selfcentered. This is consistent with historical analyses of the terms. Additionally, koi emphasizes more symmetrical male-female romantic ties than the inherently asymmetrical ai.
15. David Matsumoto, Unmasking Japan: Myths and Realities about the Emot