ethnography

As we encounter each other, we see our diversity _ of background, race, ethnicity, belief _ and how we handle that diversity will have much to say about whether we will in the end be able to rise successfully to the great challenges we face today.

We hope that general readers with an interest in Japan will find in these accounts of fieldwork a wide spectrum of illustrations of the grassroots realities of everyday life in contemporary Japanese communities, companies, institutions, and social movements.

In marked contrast to the relaxed, typically Latin attitude of the Dominicans the Protestant missionaries were still proceeding at full blast with the fight for souls. These North American evangelists of strictly fundamentalist inclination combined in a curious fashion strict adhesion to the literal meaning of the Old Testament With mastery of the most modern technology. Most of them came from small towns in the Bible Belt, armed with unshakably clear consciences and a rudimentary smattering of theology, convinced that they alone were the repositories of Christian values now abolished elsewhere. Totally ignorant of the vast world, despite their transplantation, and taking the few articles of morality accepted in the rural Amenca of their childhoods to be a universal credo, they strove bravely to spread these principles of salvation all around them.Their rustic faith was well served by a flotilla of light aircraft, a powerful radio, an ultra-modern hospital and four-wheel-drive vehicles -- in short, all the equipment that a battalion of crusaders dropped behind enemy lines needed.

Yes, it is true that one generally needs to speak to the members of the key audience for a product or service. But as we are not trying to plumb an individual psyche for psychological motivation, but are rather trying to elucidate the relevant symbolic cultural meanings and practices, information garnered from those who do not like something is also relevant to understanding the cultural picture. In fact, contestation between points of view and meanings is a crucial aspect of the social dynamic. These nodal points of disagreement and different points of view can be precisely the most intriguing domains of cultural movement and thus new opportunities.