Reverse Discourse in the Separate Surname Issue in Japan: A Discourse Analysis of Chinjo Action

Abstract

The current research aims at exploring reverse discourse as an advocacy strategy in the narrative discourse created by the Chinjo Action grassroots movement through qualitative discourse analysis framework. In light of Foucault's notion of reverse discourse, it seeks to reveal how the language used by institutions is strategically borrowed and applied by advocacy actors in grassroots advocacy. For the purposes of the research, two data sets were used. First, there are letters directed at the Sodegaura City Council, which contain the narratives. Second, supporting messages posted in 「267人が投稿『法改正に賛成』の理由」section of the Chinjo Action website were taken as the second data source. The results show that, apart from advocating gender equality, the narratives under discussion are developed using reverse discourse, which involves the application of the language borrowed from official discourse. This language includes both rationalities, such as the administrative one and economic one, demographics, and even some aspects of the legal one. The use of reverse discourse in advocacy makes the statements of the movement consistent with the institutional logic, thus increasing their validity in the eyes of those making decisions about what should be done regarding gender inequalities. Overall, the results prove that reverse discourse is an effective advocacy tool that allows advocating groups to engage more efficiently with the institutional context and extend their advocacy statements.