@article{oai:rekihaku.repo.nii.ac.jp:00002255,
 author = {神野, 由紀 and Jinno, Yuki},
 journal = {国立歴史民俗博物館研究報告, Bulletin of the National Museum of Japanese History},
 month = {Feb},
 note = {application/pdf, 明治末，日本に誕生した近代的な百貨店では，都市の新中間層を顧客に取り込むために様々な販売戦略を駆使した。呉服柄など流行の人為的操作を行い，呉服以外にも子ども用品や家具雑貨など新たな市場を開拓し，雛祭りや七五三，婚礼といった消費イベントを積極的に活用していく。新たな消費者である中間層は，自らの社会的な地位を顕示するための良い趣味を，商品を購入するという手軽な手段で獲得しようとし，初期百貨店は彼らに対して「良い趣味」を提供する役割を担った。この時期の三越呉服店の活動において特に注目されるのが，江戸的な趣味の影響力の大きさである。地方から都市に流入した中間層は，自らの趣味の欠如を埋めるため，百貨店の周辺に集まっていた好事家たちの趣味を模倣するという行動をとった。好事家たちの江戸的で風流な趣味が，中間層にとっての憧れとなり，彼らの消費傾向を規定していったのである。
こうした事実は，明治末から昭和初期にかけて三越呉服店で販売され，人気を博していた人形玩具と風流道具に，最もよく表れている。本論では三越呉服店のＰＲ誌に掲載されていたこの2種の商品に焦点を当て，一部の好事家の趣味が百貨店という場を介して大衆化されていく過程で，商品デザインがどのように変化していくのかについて，考察を試みた。商品を詳細に見ていくと，好事家の人形玩具収集趣味は，百貨店の雛人形販売の中で大衆向けの商品に置き換えられ，また実業エリート達による茶の湯の風流な趣味は，「風流道具」と称される茶道具やその周辺の家具雑貨類を通して，頒布会などで大衆に広められていったことがわかる。どちらにも共通して見られるのは，江戸的な趣味を継承していた一部の私的なコミュニティの美意識は，大衆化とともに，判り易い定型化された表象に置き換えられ，手軽に購入しやすい「商品」として生産されていくという特徴であった。これらは近代以降の大衆消費デザインを考える上で，重要な一側面であるといえる。, In Japan, modern department stores were born at the end of the Meiji period (in the beginning of the 20th century). In order to capture the new middle-class in urban areas as their customers, they adopted various sales promotion strategies, including manipulating fashion trends (e.g., kimono patterns); cultivating new markets such as children's clothing, furniture and home décor markets while continuously promoting their existing kimono fabrics business; and making good use of special events to drive consumption such as the Girls' Festival, the Seven-five-three Festival (to celebrate three- and five-year old boys and three- and seven-year old girls) and wedding receptions. On the other hand, the middle class who emerged as new consumers took an easy way to show off their social status by purchasing goods and showcasing their “sophisticated” tastes, which was actually offered by department stores in their early developmental stages. In particular, it is worth noting the great boom of Edo taste created by the sales activities of Mitsukoshi Gofukuten in those days. The middle class migrating from rural to urban areas tried to add spice to their tasteless lives by following the habits of cultural connoisseurs who patronized department stores. Especially, the refined Edo taste of cultural connoisseurs was admired by the middle class, affecting their consumption behaviors.
This phenomenon was most clearly reflected in the popularization of the dolls and tea goods sold by Mitsukoshi Gofukuten from the end of the Meiji period to the early Showa period (from the early to mid-20th century). While focusing on these two kinds of products, this article examines the promotion booklets of Mitsukoshi Gofukuten to analyze how the product design was changing in the process of popularization of exclusive habits through department stores. Luxury dolls designed for toy connoisseurs were driven out by reasonable ones for the general public while department stores were promoting the sales of hina dolls for the Girls' Festival. Refined tea ceremony goods designed for the elite were also replaced by reasonable tea utensils and related goods (collectively called “hobby goods”) for the general public through buyers' clubs. What was in common between them was that the aesthetic sense of exclusive communities preserving Edo taste was transformed into a standardized symbolic form easy to understand for everyone and became commercialized to ensure easy access for the public in the process of popularization. This is considered an important aspect for the analysis of mass consumption design after the modern times.},
 pages = {9--48},
 title = {消費における趣味の大衆化 : 百貨店における人形玩具趣味と風流趣味を例に},
 volume = {197},
 year = {2016},
 yomi = {ジンノ, ユキ}
}