Geographic divides in protectionism: the social context approach with evidence from Japan

Though many studies have analyzed public opinion of trade liberalization, they do not fully explain regional disparities in people’s preferences with regard to trade. To explain such a geographic division, this paper focuses on differences in social contexts that exist between regions, which is composed of social networks of different characteristics and distinct news coverage from local media. By utilizing multiple recent public opinion surveys conducted in Japan, we confirm that individuals in rural areas are less likely to support trade liberalization and Japan’s membership in the Trans-Pacific Partnership (TPP) independent of individuals’ economic self-interest or skills. With multiple surveys and data on Japanese national and local newspapers, we investigate the mechanisms, showing that (a) individuals whose communication network includes people working for a sector vulnerable to trade liberalization tend to oppose free trade regardless of the industry they work for and that (b) newspapers circulated in rural and urban places tend to cover TPP differently, which also impacts people’s attitudes toward the agreement. By analyzing the mechanisms of sociotropic considerations, our social context approach could eventually lead to further uncovering the formation of public opinion on trade.