Dogs hold different roles in societies around the world, shaped by history, culture, and social norms. In the United Kingdom, dogs have been kept for centuries, often as companions and family members. In contrast, in Japan, widespread dog ownership has gained popularity only in the last decade, often influenced by trends and social image.
The study, conducted by M. Kikuchi, E. A. McBride, J. Reilly, and G. Marvin, analyzed 12 issues each from three Japanese and three British dog magazines over a one-year period from summer 2003 to spring 2004. Articles and advertisements were categorized into themes such as welfare, personal stories, social activities, and products or services for dogs.
Results showed clear cultural contrasts. UK magazines emphasized welfare, owner responsibility, rescue initiatives, and dog-oriented activities. In contrast, Japanese publications featured more content on fashion accessories, owner–dog socializing venues, and image-related ownership. This reflects a projective role for dogs in Japan—where they are often seen as part of the owner’s public image—versus a surrogacy role in the UK, where dogs are considered companions and friends.
The findings highlight how these differing perspectives can influence animal welfare. In the UK, the companion model has contributed to welfare legislation, rescue centers, and responsible breeding practices. In Japan, the portrayal of dogs as fashionable accessories raises concerns about their treatment when they no longer meet aesthetic or social expectations.
The authors stress the need for education programs in rapidly modernizing societies to promote responsible dog ownership and to encourage recognition of the emotional and social benefits dogs provide beyond status or image.
Source: Kikuchi, M., McBride, E. A., Reilly, J., & Marvin, G. (2007). “A comparison of attitudes towards dogs: a study of articles and advertisements in Japan and UK dog magazines.”
