John Lewis, the CNN Tokyo Bureau Chief who has long been involved in news gathering in Japan, once startled a crowd of Japanese journalists. That was because of his statement at a meeting held at the National Press Club of Japan, as follows: "Television news in Japan and the United States are very alike in appearance but quite dissimilar. To use an analogy with fruit, they're as different as apples and oranges." Upon hearing his words, Ray Homer, the ABC Tokyo Bureau Chief, slapped his knee, saying, "That's right. I agree." It seems that American journalists stationed in Japan feel the same way about those differences. So what are those differences?
They are innumerable, and include the approach to reporting, the style and length of the reports, use of video and audio, and so on. But one of the major differences cited by virtually everyone is the use of interviews in the news.
In America, each TV news item is extremely short compared with news in Japan, usually lasting from one-and-a-half minutes to about two minutes at the longest. Interviews are inserted to convey a heightened sense of reality. As reflected in the industry term "sound-bite," the interviews are only around 15 or 20 seconds long.
In the past, there arose criticism that the interviewee's true intent could not be communicated in such a short time. Thus a movement arose to lengthen the interview time that is used. But in the end nothing changed, and sound-bites--so short that a 25-second interview appearing in a report is considered exceptionally long--rule the airways.
Nevertheless, even though 15 or 20 seconds is brief, it should be possible to accurately convey a sentence.
Thus when it comes time to be interviewed by the American news media, the question arises as how the attain the satisfaction of both the interviewer and the interviewee. We posed that question to Bruce Dunning, Asia Bureau Chief of CBS, who replied as follows:
"Comments on the news are expected to be simple and to the point. That is, what's needed is a quick comment for quick use. Think of a longer comment as something for the Sunday newspaper. The general public in the US doesn't know much about foreign countries, including Japan. Therefore comments broadcast to a general audience should be simple and basic. In other words, my advice would be to pull back and give a broad line."
Mr. Dunning further states that, "Simplicity is a matter of degree," and warns, "Childish comments are meaningless." He concludes: "The point is to not try to say too many things, as you can give only a limited amount of information."
Mr. Homer of ABC, too, states that, "For television, simple is better." "you should use words that are laymen's terms understandable to nonexperts."
Mr. Lewis of CNN states, "When some people respond to questions, they go this way and that, and lose focus. That's the biggest problem. I recommend that when you sit for an interview, you think carefully about what kind of statement you plan to make."
So what should we keep in mind when preparing for an interview? Putting together the advice of three bureau chiefs of ABC, CBS, and CNN, we come up with the following list:
I think it is important that as many Japanese as possible appear in the foreign media and express their opinions. By doing so they will change the image of the "faceless Japanese" to one where the individuality of the Japanese people becomes more clear. Mr. Lewis of CNN has this to say:
"A Japanese machinery manufacturer once exported an advanced machine tool to what was then the Soviet Union. That enables the Soviets to muffle the sound of the screws on their nuclear submarines, and gave rise to criticism that the security of the West was thereby threatened. At the time, the manufacturer forcefully countered the allegations, saying they were false. When I asked for an interview, requesting them to say that on CNN, they refused, saying, "No, no, no. Not on television."And that is not the only company that has refused to be interviewed by American television.
"Certainly the number of Japanese who speak English has increased recently, and the situation is better than it was ten years ago. Yet in many cases they are quite often evasive when it comes down to the key issues. I think their reason for avoiding interviews is based on the perception or concern that "No matter what I say, the foreigners won't understand. It would just be harmful to say something untactful and make someone mad.
"But if you say nothing, there is no way anyone will understand. To say nothing only hurts your situation. If you have something to say, you should say it outright. Don't worry about making someone mad. It's impossible to satisfy everyone anyway.
In Japan, the experts and the critics speak out, but the average person keeps silent. That needs to be changed."
On the occasion of the publication of the Media Directory, ON THE RECORD, I hope that as many people as possible will actively speak out to other nations, and communicate about Japan, our people, and our culture.
Notes:
Following is a description of the procedures followed and the terminology used when American television networks conduct interviews:
One is from Mr. Atsuyuki Sassa, retired Director-General of the Cabinet Security Affairs Office. At the time of the Persian Gulf crisis, criticism of Japan arose in the United States, citing Japan's slow response. Mr. Sassa, in an interview with American television, responded in English. He came up with a one-liner that met with the satisfaction of both the correspondent and Mr. Sassa: "Better late than never."
The other example is a favorite of Mr. Dunning of CBS. At the time when Japan was experiencing frequent change of prime ministers, a Japanese political scientist reportedly stated, "What is happening now is Japanese politics redrawing its picture from scratch."
Both of these are fine examples of comments that are both simple and to the point.
Because we would like to provide you with many more examples, kindly provide us with any gems you may have by contacting the Japan CULCON Secretariat c/o The Japan Foundation in Tokyo, tel. (03) 5562-3514, fax (03) 5562-3494.
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Information and Culture Center: OBATA, Masahiro Tel: (202) 939-6902 Fax: (202) 822-6524 First Secretary Press and Information Section: UEMURA, Tsukasa Tel: (202) 939-6761 Fax: (202) 265-9484 Third Secretary Press and Information Section: TAKESHI, Ito Tel: (202) 939-6764 Fax: (202) 265-9484 AGANA, GUAM Consulate of Japan Guam International Trade Center Building 590 South Marine Drive, Suite 604 Tamuning, GUAM 96911 Tel: (671) 646-1290 Fax: (671) 649-2620 Consul-General: WATANABE, Mitsuo Officer for Information Affairs: KOSHIO, Yoshio ATLANTA, GEORGIA Consulate of Japan 100 Colony Square Building Suite 2000 1175 Peachtree Street, NE Atlanta, GA 30361 Tel: (404) 892-2700 Fax: (404) 881-6321 Consul-General: YUJI, Miyamoto Officer for Information Affairs: OIKAWA, Kazuyoshi BOSTON, MASSACHUSETTS Consulate of Japan Federal Reserve Plaza 600 Atlantic Avenue 14th Floor Boston, MA 02210 Tel: (617) 973-9772 Fax: (617) 542-1329 Consul-General: ABE, Nobuyasu Officer for Information Affairs: TOYAMA, 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Frontier Party Kokusai Kogyo Bldg. 2-2-12 Akasaka Minato-ku, Tokyo 105 Tel: (03) 5562-7111 (International Affairs Bureau) (03) 5562-7112 Fax: (03) 5570-1945 New Party Sakigake International Bureau Akasaka Annex 1st Floor 2-17-42 Akasaka Minato-ku, Tokyo 107 Tel: (03) 5570-1341 Fax: (03) 5570-6941 Social Democratic Party International Bureau 1-8-1 Nagatacho Chiyoda-ku, Tokyo 100 Tel: (03) 3580-1171 (03) 3592-7512 (direct) Fax: (03) 3580-0691 Aichi International Affairs Division 3-1-2 Sannomaru Naka-ku, Nagoya 460-01 Tel: (052) 961-2111 ext. 2061-4 Fax: (052) 951-2590 Akita Public Relations Division (Japanese only) 4-1-1 Sanno Akita 010 Tel: (0188) 60-1000 (0188) 60-1073 (direct) Fax: (0188) 64-0326 Aomori International Relations Division 1-1-1 Nagashima Aomori 030 Tel: (0177) 22-1111 (0177) 75-8124 Fax: (0177) 34-1297 Chiba Public Relations Division 1-1 Ichibacho Chuo-ku, Chiba 260 Tel: (043) 223-2027 (043) 223-2239 Fax: (043) 227-0146 Ehime Public Information Division 4-4-2 Ichibancho Matsuyama 790 Tel: (0899) 41-2111 (0899) 46-1907 (direct) Fax: (0899) 46-1907 Fukui 3-17-1 Ote Fukui 910 Tel: (0776) 21-1111 Fax: (0776) 26-1171 Fukuoka Public Relations Division 7-7 Higashikoen Hakata-ku, Fukuoka 812 Tel: (092) 651-1111 (092) 622-1907 (direct) Fax: (092) 632-5331 Fukushima International Affairs Division 2-16 Sugitumacho Fukushima 960 Tel: (0245) 21-1111 (0245) 21-7182 (direct) Fax: (0245) 21-7919 Gifu 1-1 Yabuta Gifu 500 Tel: (0582) 72-1111 Gumma International Affairs Division 1-1-1 Otemachi Maebashi 371 Tel: (0272) 23-1111 ext. 2455 Fax: (0272) 23-1692 Hiroshima Public Relations Division 10-52 Motomachi Naka-ku, Hiroshima 730 Tel: (082) 228-2111 (082) 228-4035 (direct) Fax: (082) 228-4429 Hokkaido Public Information Division Nishi 6-1, Kita 3 jo Chuo-ku, Sapporo 060 Tel: (011) 231-4111 ext. 21263 Fax: 011-232-3796 Hyogo Public Relations Division 5-10-1 Shimoyamatedori Chuo-ku, Osaka 650 Tel: (078) 341-7711 (078) 362-3020 Fax: (078) 362-3903 Ibaraki Public Relations Division 1-5-38 Sannomaru Mito 310 Tel: (0292) 21-8111 (0292) 24-9416 (direct) Fax: (0292) 28-3212 Ishikawa International Exchange Division 2-1-1 Hirosaka Kanazawa 920 Tel: (0762) 61-1111 (0762) 23-9108 (direct) Fax: (0762) 21-0200 Iwate Public Relations and Communication Division 10-1 Uchimaru Morioka 20 Tel: (0196) 51-3111 Fax: (0196) 51-8044 International Relations Division 10-1 Uchimaru Morioka 20 Tel: (0196) 53-1567 Fax: (0196) 53-2851 Kagawa Public Hearing and Information Division 4-1-10 Bancho Takamatsu 760 Tel: (0878) 31-1111 ext. 3410 Fax: (0878) 62-4514 Kagoshima Public Relations Division 14-50 Yamashitacho Kagoshima 892 Tel: (0992) 26-8111 (0992) 22-7428 Fax: (0992) 27-5458 Kanagawa Nihon Odori, Naka-ku Yokohama 231 Tel: (045) 201-1111 Kochi International Affairs Division 1-2-20 Marunouchi Kochi 780 Tel: (0888) 23-1111 (0888) 23-9605 (direct) Fax: (0888) 23-9250 Kumamoto Public Relations Division 6-18-1 Suizenji Kumamoto 862 Tel: (096) 383-1111 (096) 385-2096 (direct) Fax: (096) 386-2040 Kyoto International Division Yabunouchicho Shinmachi-Nishiiru Shimodachiuri, Kamigyo-ku, Kyoto 602 Tel: (075) 451-8111 (075) 414-4311 (direct) Fax: (075) 414-4314 Mie Policy Coordination Division 13 Komeicho Tsu 514 Tel: (0592) 24-3070 (0592) 24-2028 Fax: (0592) 24-2069 Miyagi International Affairs Division 3-8-1 Honcho Aoba-ku, Sendai 980 Tel: (022) 211-2111 (022) 211-2289 (direct) Fax: (022) 268-4639 Miyazaki Public Information Division 2-10-1 Tachibanadori-Higashi Miyazaki 880 Tel: (0985) 24-1111 (0985) 26-7026 (direct) Fax: (0985) 27-3003 Nagano International Relations Division 692-2 Azahobashita Oaza-minaminagano, Nagano 380-71 Tel: (0262) 32-0111 (0262) 35-7173 (direct) Fax: (0262) 32-1644 Nagasaki Public Relations Office (Japanese only) 2-13 Edomachi Nagasaki 850 Tel: (0958) 24-1111 (0958) 24-2574 (direct) Fax: (0958) 28-7665 Nara International Affairs Division Todaijicho Nara 630 Tel: (0742) 22-1101 (0742) 24-2485 (direct) Fax: (0742) 23-0620 Niigata Information and Public Relations Division 4-1 Shinkocho Niigata 950 Tel: (025) 285-5511 (025) 283-0383 (direct) Fax: (025) 283-2274 Okayama Public Relations Division 2-4-6 Uchisange Okayama 700 Tel: (0862) 24-2111 ext. 2050 (0862) 24-6571 (direct) Fax: (0862) 24-3246 Okinawa Public Information Division 1-2-32 Izumizaki Naha 900 Tel: (098) 866-2074 (098) 866-2020 (direct) Fax: (098) 866-2467 Osaka / Kansai International Public Relations Promotion Office Osaka Hilton Hotel 15F 1-8-8 Umeda Kita-ku, Osaka Tel: (06) 344-5931 Fax: (06) 344-6940 Saga Public Relations Division 1-1-59 Jonai Saga 840 Tel: (0952) 24-2111 (0952) 24-7008 Fax: (0952) 25-7289 Saitama 3-15-1 Takasago Urawa 336 Tel: (048) 824-2111 Shiga 4-1-1 Kyomachi Otsu 520 Tel: (0775) 24-1121 Shimane Public Relations Division (Japanese only) 1 Tonomachi Matsue 690 Tel: (0852) 22-5111 (0852) 22-5771 Fax: (0852) 22-6025 Shizuoka Public Relations Division 9-6 Otemachi Shizuoka 420 Tel: (054) 221-2455 (054) 221-2265 (direct) Fax: (054) 254-4032 Tochigi Public Relations and Information Division 1-1-20 Hanawada Utsunomiya 320 Tel: (0286) 23-2323 (0286) 23-2158 (direct) Fax: (0286) 23-2160 Tokushima 1-1 Bandaicho Tokushima 770 Tel: (0886) 21-2000 Fax: (0886) 25-3881 Tokyo (Japanese only) 2-8-1 Nishi-Shinjuku Shinjuku-ku, Tokyo 163-01 Tel: (03) 5321-1111 Tottori International Affairs Division 1-220 Higashimachi Tottori 680 Tel: (0857) 26-7111 (0857) 26-7122 (direct) Fax: (0857) 26-2164 Toyama Public Relations Division 1-7 Shinsogawa Toyama 930 Tel: (0764) 31-4111 (0764) 44-3133 (direct) Fax: (0764) 44-3478 Wakayama Public Relations Division (Japanese only) 1-1 Komatsubaradori Wakayama 640 Tel: (0734) 32-4111 (0734) 41-2030 Fax: (0734) 23-9500 Yamagata International Affairs Office 2-8-1 Matsunami Yamagata 990 Tel: (0236) 30-2211 (0236) 30-2122 (direct) Fax: (0236) 24-9908 Yamaguchi Public Relations Division 1-1 Takimachi Yamaguchi 753 Tel: (0839) 22-3111 (0839) 33-2560 Fax: (0839) 33-2598 Yamanashi International Affairs Division 1-6-1 Marunouchi Kofu 400 Tel: (0552) 37-1111 (0552) 23-1435 (direct) Fax: (0552) 23-1438