Eloquent Plasticity: Vernacular Religion, Change, and Namahage

This paper explores Namahage of Akita Prefecture as it assumes three different instantiations: 1) enactment as a private ritual within individual households on New Year’s Eve; 2) performance as a public festival at a shrine in mid-February; and 3) celebration as an “element” inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. I argue that in the first instance, Namahage is part of a vernacular religious “structure of feeling” in which religious elements are inseparable from community life; in the second instantiation, religion is more explicit and codified; and in the third iteration, religion is only vaguely articulated. Tracing the “same” tradition through different forms provides insight into the changing needs of communities and into the dynamics of change itself. With this in mind, I propose a model called hrönirism through which to broadly conceptualize notions of change and difference within traditions such as matsuri.