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Video Analysis: “Culture Shock ?? Orang Jepang Pertama Kali Keliling Pasar Indonesia Banget!! ft. Turah” in Terms of Ethnocentrism

By Charissa, Rahmadian, Alvina Regita

This video features the experience of Tomohiro Yamashita, a Japanese YouTuber, as he explores a traditional market in Indonesia for the first time, accompanied by Turah, an Indonesian YouTuber. In this video, Tomohiro's interactions with the environment, sounds, smells, and objects in the Indonesian market provide numerous opportunities for observation, particularly regarding the ethnocentric attitudes embedded within them, both conscious and unconscious. This analysis will draw on the definition of ethnocentrism as the tendency to use one's own culture as the standard for evaluating other cultures, often leading to the belief that one's own culture is superior. In this article, we will delve deeper into cultural expressions and interactions that reflect ethnocentrism.

How Ethnocentrism is Analyzed in This Video:

Reaction to Physical Environment (Cleanliness/Sanitation & Organization):

Observation: Throughout the video, Tomohiro shows facial expressions that often indicate amazement or slight discomfort with the market conditions. For example, as he walks between the stalls, he notices puddles of water, garbage scattered in the market area, as well as the disorganized arrangement of goods compared to Japanese shops or markets which are known to be very neat and clean.

Analysis of Ethnocentrism: This reaction can be classified as ethnocentrism because Japanese culture teaches very high standards of cleanliness, so that what he sees in Indonesian markets is automatically judged based on those standards. In the video, although it is not explicitly stated as “our culture is better,” the surprised or disgusted attitude may indicate that he considers his cultural standards as a universal benchmark, which is related to behaviors and values.

Reaction to typical smells/odors from the market:

Observation: Traditional Indonesian markets have a unique combination of aromas from spices, fish, vegetables, and sometimes even trash. In the video, Tomohiro is shown showing uncomfortable expressions, frowning, or even covering his nose when passing by certain areas.

Ethnocentrism Analysis: If negative reactions to smells arise, this can be interpreted as ethnocentrism. Japanese environments, especially shopping areas, tend to be more sterile and have subtle scents or fragrances. For Tomohiro, “normal” or “acceptable” smells are those that he is familiar with from his culture. When he is confronted with an unfamiliar scent, his negative reaction shows that he judges the scent based on his own cultural norms, which may deem it less “clean”. This reflects how cultural symbols (in this case, olfactory sensations) are interpreted through one's own cultural filters.

Comments on Prices and Bargaining System:

Observation: Japan has a very patent pricing system and haggling is rare. If Tomohiro expresses shock at the “ very cheap” prices or if he is confronted with the bargaining process (if there is such a moment) and reacts with confusion or strangeness, this is an important point that falls under ethnocentrism.

Ethnocentrism Analysis: The comment about prices being “ very cheap” may reflect ethnocentrism in terms of economic standards. The high cost of living in Japan makes Indonesian prices seem very low to Tomohiro, so he implicitly uses the Japanese price scale as a benchmark. His surprise or discomfort with bargaining, which is a common behavior in Indonesian traditional markets, suggests that he is comparing this trading system with the more structured and fixed-price system in Japan. This is an example of how behaviors and values related to economics and transactions are judged based on one's own cultural norms.

Facial Expressions and Non-verbal Body Language:

Observation: If you pay attention, Tomohiro’s facial expressions show rounded eyes, raised eyebrows, forehead wrinkles, or an awkward smile. Those expressions show when he tries unfamiliar foods, touches items, or interacts with sellers who use different communication styles. He also gives body languages such as slightly backing away, keeping the distance, or hand gestures that show confusion are valid. 

Ethnocentrism Analysis: These non-verbal cues often reflect uneasiness or implicit judgement. For example, he expresses disgust when trying a food he has never eaten before, not only because the taste is different but also because he compares it with what is considered “acceptable” or “good” in his culture. It can also be interpreted as the discomfort with direct interaction with the sellers, who may be very expressive compared to the Japanese communication style which is more formal and less physical. This is a clear indication of the values and behaviors associated with social interactions. 

Implicit Comparison in Language Used:

Observation: Turah may be useful for translating or providing context, but take note how Tomohiro often accidentally starts the sentences with “di Jepang…,” or “kalau di Jepang kami…” Instead, he might ask about the things that are still related to Japanese traditions like “Apakah disini juga ada…”

Ethnocentrism Analysis: The application of language use that constantly compares what he saw and experienced in Japan is an indication of ethnocentrism. Even though his intention may be just to share or try to understand it, he unconsciously places Japanese culture as the main reference point. These statements or comparisons show how he interprets new situations he encounters using his culture as a reference, reinforcing the idea that his culture is the standard. 

Conclusion:

The simplest form of ethnocentrism can be shown through several things, such as reactions to the physical environment (e.g. cleanliness). The facial reaction shown when smelling an odor can also be a sign, such as when Tomohiro showed an uncomfortable expression in a market in Indonesia because of the combination of odors. The expression of surprise that Tomohiro showed when he saw the prices in the Indonesian market were very cheap and negotiable. This is different from the Japanese market which has a fixed price. A face that shows rounded eyes, raised eyebrows, forehead wrinkles, or an awkward smile that shows a non-verbal expression of discomfort. The use of language that continuously compares Indonesia with Japan is also an indication of ethnocentrism because Tomohiro places Japan as a reference.