Posts Tagged ‘PSAs’

The buzzword in Japan this summer is 節電 (setsuden), or conserving electricity.* For my readers back at home, this is chiefly because, as Alice Gordenker so succinctly put it in her “So What the Heck is That?” column in The Japan Times,

a huge earthquake and tsunami hit northern Japan on March 11, knocking out roughly a quarter of the electricity-generating capacity for the power companies that serve 53 million people in Tokyo, the Kanto plain and Tohoku. In the wake of the disaster there’s been a massive effort to reduce demand for electricity to levels that can be met. The alternative is scheduled rolling blackouts, or worse, sudden widespread blackouts from which it’s difficult to restore power. (“Setsuden,” 17 March 2011.)

I am fortunate to live in a relatively cooler part of the country and far from the affected zone, but while our energy consumption might not directly affect how much energy is getting out to Tokyo and the East, we are also being encouraged to setsuden. There’s been talk of deactivating some of our nuclear power plants, but there’s also a collective feeling that we should seriously reevaluate our energy consumption in general.

It’s hard to discuss setsuden without mentioning the  spirit of 我慢 (gaman), a term which means patience, perservance, and endurance and often has an undertone of sacrifice; colloquially, the phrase can mean “deal with it” or “buck up.”  (more…)

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