意識の深層 Digital Messianism in Contemporary JapanA Dynamic Analysis of Grassroots PropagandaCentered on the Book Himitsu no Takarabako
A Strange Propaganda Phenomenon and Its Social RipplesWithin the landscape of social networking services (SNS) in contemporary Japan, a singular phenomenon has been observed for several years: a constellation of accounts promoting a book titled Himitsu no Takarabako (“The Secret Treasure Box”) with what can only be described as zealous intensity. These accounts appear at first glance to be ordinary book enthusiasts, but their activities far exceed the bounds of a typical review community.They persistently urge non-readers to purchase the book and, in some cases, personally buy dozens or hundreds of copies at their own expense to distribute for free — a level of proselytizing that transcends any conventional “grassroots” campaign.