
Contents
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Consuming vs. Saving Consuming vs. Saving
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Gender and Democratic Citizenship Gender and Democratic Citizenship
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Democratic Households, Democratic Society Democratic Households, Democratic Society
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Shaping The Socially Active Consumer Shaping The Socially Active Consumer
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chapter 7 Consumption and the Democratic Household
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Published:January 2005
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Abstract
Consumption provided the battleground for yet another economic debate in post-war Japan. The fundamental assumption of the new Keynesian high-wage economic strategy was that people would spend large portions of their wages, enriching not only themselves but also their communities. Ōuchi Hyōe and his fellow economists had advocated adoption of this new global orthodoxy as early as the 1946 Ministry of Foreign Affairs proposal for the post-war economy. Encouragement of mass consumption through full employment finally became an official economic policy with Prime Minister Ikeda Hayato's income doubling plan of 1960. Ikeda's massive tax cut also was designed to encourage spending, although Ōuchi would have preferred to channel those funds into social welfare programs so that the resultant spending would help to redistribute income. “Moral suasion” campaigns to encourage savings and thrift for the sake of the nation remained an important policy effort in post-war Japan, although the funds saved were now earmarked for industrial development rather than war. The economists offered women civic inclusion through their role as chatelaine of the household.
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