Tokyo Brit on what Japan needs now: back to business and shutting down the rumour mill
Jonny Shaw, a respected British advertising and media figure in Tokyo, gives a fascinating insight on Japan today and the way ahead .
The Japanese are very sensitive of being seen to advertise and hard-sell in light of such a disaster, says Shaw, writing in the US magazine Ad Age. So TV stations are not running ads
"Advertisers pay some of the cash in advance to guarantee space and it's now being hinted (though not publicly announced) that this money is gone with the ad space that wasn't used," he says.
" The situation is clearly far from optimal for anyone and will need to be addressed soon."
The country's mid- to long-term goal should be organising a big, imaginative reconstruction plan for the quake-hit region, says Shaw.
"That, in turn, will help stimulate the overall economy. Japan needs to bounce back from this crisis and show the rest of the world what a dynamic and healthy society it is."
In terms of media-related businesses, he says, the quake has highlighted just how fundamentally the media landscape has changed .
"During the quake, and for the hours following it, Twitter was the media channel that was most reliable and which worked best. As mobile and telecommunication service providers went down on Friday and Saturday, mobile data and internet was the only communication medium available. "During this time of intense confusion and panic, Twitter connected the Japanese and allowed them to stay in touch and respond to events. Ustream also came into its own, becoming the most reliable source of "TV" in critical times."
But it's not been all good news on social media, says Shaw.
" Once people settled down after Friday, and plugged themselves into their TVs, social media started to mutate into a rather destructive rumour mill. People shared dubious, if not just downright delusional, information .
"False rumors and misinformation perpetuated by social media included poison rain, clouds of radioactive dust swarming Tokyo, and even the death of the creator of the Pokemon Franchise, Tadashi Tajiri.
"If this rumor mill isn't managed, recovery could be a very long journey for Japan. If social media ushers in a new era of paranoia and fear everyone will suffer, as the economic impact of such fear is self-evident.
"There may be short-term gains for manufacturers of tofu and toilet paper, but the larger economy will suffer as people stay home and tweet about the upcoming Armageddon."
The reality in Tokyo, he says, is that most of the visible changes in day-to-day life are being driven by a distinct lack of clear leadership, both on a political and business level. Stores and businesses are operating erratic and shorter hours, as information about the situation filters in rather randomly and inconsistently.
As for power cuts, they were organised and largely executed according to plan. Central Tokyo has not been affected, but other wards have been blacked out according to schedule.
People are genuinely trying to consume less electricity." Hopefully this behavior will remain with them well after the immediate crisis has subsided."
People are stockpiling things such as toilet paper, batteries, bread and tofu . Convenience stores are stripped bare and there are long lines at supermarkets and petrol stations continue.
"This is really the most tangible disruption that Tokyo faces right now."
Web mashups like Pray for Japan have played an important role online in raising spirits by streaming uplifting messages from the devastated areas and from around the world.
One message read "It's pitch dark but we've never seen so many beautiful stars. Look up, Sendai!"