Cultural and symbolic foundations of Japanese identity representation politics

The article describes the author's view on the Japanese representation mechanism, which is formed in a number of areas of Japan's cultural policy (educational and language programs, the Japan Foundation activities to promote traditional and contemporary Japanese mass culture abroad, art heritage). An important feature of this issue is the question what is the basis for the process of identity formation, is it possible to describe it's the mechanism within intercultural communication. We turn to the formation of identity in the process of communication through the analysis of the traditional interactions. It is known that in traditional societies did not trade as the exchange of money or belongings, and their equivalents. The main mechanism is the exchange of the gift. A key aspect of the study is to appeal to the concept of gift-exchange in the works of M. Moss and M. Godelier. The research methodology is based on the provisions of the constructivism school and appeal to the concept of «gift» in Marcel Mauss's and Maurice Godelier's writings. The aim of this study is the use of two concepts to the analysis of Japan identity formation identity. These approaches allowed to describe the mechanism of Japan image formation within its cultural policy and the context of the gift-giving processes. It is noteworthy that in the framework of this model of communication formed a key feature of "soft power" concept - the charm that encourages States to the various forms of cooperation. It is important that the representation of Japan identity takes place through the "gift exchange" mechanism, where familiarity with the cultural forms realized in free-of-charge form: grants, scholarships, free education, participation in festivals, exhibitions and performances. The gratuitous practice is not so widespread in cultural and public diplomacy of other countries, that's why it indicates that Japan uses a unique mechanism for the its own identity construction and representation. This mechanism correlates with the gift-and-exchange concept used in archaic societies and actualized in literature and philosophy of postmodern. Gift of Japanese art in the form of mass culture products, as well as the popularization of the Japanese management system, Japanese advances in the field of high technologies - all of them create the charm of a country. As a result, Japan identity is constructing as the giver of knowledge and creativity. It receives fascination for Japanese culture, appreciation and gratitude in reciprocal exchange (all these characteristics are usually used soft power rating of the state).

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