@article{oai:rekihaku.repo.nii.ac.jp:00002256,
 author = {瀬崎, 圭二 and Sezaki, Keiji},
 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30年代は，デパートメントストア化を進める呉服店が一様にその機関雑誌を刊行し始めた時期である。呉服店／百貨店の機関雑誌は，近代的な流行，すなわち流行(モード)を形成し，その商品を紹介するための媒体であっただけでなく，多くの読み物を提供する文芸誌的な性格も兼ね備えていた。三越や白木屋の機関雑誌にはそうした色彩が色濃く刻まれているが，明治39〔1906〕年に創刊されたとされる松屋呉服店の『今様』にもそのような要素を認めることができる。現在確認できる範囲の『今様』から推測すると，明治45〔1912〕年から大正2〔1913〕年の『今様』誌上にはしばしば文芸欄が設けられていたようだ。三越や白木屋の機関雑誌同様に，その記事の多くは江戸文化に造詣の深い者や，やや古い世代の文人たち，当時活躍していた知識人たちによって書かれていることが多い。また，その誌面からは，明治45〔1912〕年に新聞記者や広告代理業者を集めて「今様会」なる組織が結成されていたことも分かる。『今様』に掲載された文学作品は，三越や白木屋の機関雑誌に掲載された作品と同様に，結婚や家庭生活，夫婦生活を取り上げ，その中で消費という行動を描いているものが多いが，三越や白木屋のそれと大きな差異を孕む作品も見られる。泉鏡花「橋むかふ」，秋田雨雀「浴場の午後」「短き夢」，久保田万太郎「小てるとつる代」がそれだ。『今様』に掲載された他の作品に比して，これらはいずれもその物語の目的が不明瞭であると同時に，それに呼応した独特な表現性を発揮しているのである。とりわけ，呉服店／百貨店の機関雑誌に掲載された文学作品は古い世代の書き手によるものが多い中で，雨雀や万太郎といった新人たちが『今様』に作品を寄せていることは特筆に値しよう。そのような点にこそ『今様』という雑誌の意義があるのだ。, In the Meiji 30s (1897–1906), kimono fabrics stores launched their booklets while developing into department stores. The booklets of kimono fabric / department stores served not only as a medium to introduce their products and create modern fashion trends but also as a literary magazine to offer many articles to read. This was particularly prominent in the booklets published by Mitsukoshi and Shirokiya. Another similar example was Imayou, issued by Matsuya Gofukuten for the first time in 1906. It is presumed, from the information available at present, that Imayou published from 1912 to 1913 often contained literary columns. These columns, as well as the booklets of Mitsukoshi and Shirokiya, were mainly written by scholars with a profound knowledge of Edo culture, literary authors of older generations, and intellectuals of the times. It is also found that a society called “Imayou-kai” was established in 1912, consisting of newspaper journalists and advertising agents. Imayou published many literary works similar to those in the booklets of Mitsukoshi and Shirokiya. They mainly depicted consumption activities in the daily lives of newly-weds, families, and couples. Imayou, however, also offered some unique works, such as Hashi Mukou (Over the Bridge) by Kyōka Izumi, Yokujō -no-Gogo (The Afternoon of the Bathhouse) and Mijikaki Yume (A Short Dream) by Ujaku Akita, and Koteru-to-Tsuruyo (Koteru and Tsuruyo) by Mantarō Kubota. Compared with other novels in Imayou, their objectives were unclear, which was reflected in their unique expressions. In addition, it is worth noting that newly emerging writers such as Ujaku and Mantarō contributed their works to Imayou since most literary works in the booklets of kimono fabric / department stores were written by authors of older generations. This makes Imayou an important magazine to analyze.},
 pages = {105--126},
 title = {流行(モード)の発信と〈文学〉 : 松屋呉服店刊『今様』の文芸欄},
 volume = {197},
 year = {2016},
 yomi = {セザキ, ケイジ}
}