<figure id="attachment_376322" class="wp-caption alignnone" style="width: 1987px;" aria-describedby="caption-attachment-376322"><a href="#" data-ident_hash="25eb1f3e"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2024/06/dd369769164079a5e1e021bb8201855f-e1717734757123.jpg" alt=""></a><figcaption id="caption-attachment-376322" class="wp-caption-text">In early May 24, on Instagram&#8217;s story feature, Ikuta Toma (39), who caused a stir by responding to a fan&#8217;s comment &#8216;I&#8217;m 9 months pregnant today, I&#8217;m scared of giving birth&#8217; with &#8216;Shall I beg your husband for painless [birth]?</figcaption></figure>
Since last year, former Johnny&#8217;s Office talents have been opening their own SNS accounts one after another. While fans are expressing joy, there have also been a series of &#8220;flame-up troubles&#8221; associated with this trend.
Recently, &#8216;WEST.&#8217; stirred controversy among fans with a backstage photo posted on &#8216;Instagram&#8217; after a live performance. Typically, such incidents would end among fans, but this time, member Junta Nakama (36) reacted on &#8216;X&#8217;, criticizing fans in a non-subscription content, leading to a flame-up involving not just fans but others as well.
Why are these troubles occurring so frequently? The depth of understanding towards SNS platforms is a key factor. Until last year, they communicated mainly through paid blogs requiring membership and content verification by agency staff beforehand. Ken Ogiso, a guest researcher at the international university GLOCOM specializing in advising companies on flame-up measures and other online risk management, explains the situation.
&#8220;Membership-restricted blogs are like going to karaoke with friends. You receive applause and encouragement without anyone disturbing you. On the other hand, open SNS platforms are akin to street performances where passersby and even drunken individuals may be present. Naturally, there are those who might heckle. This is a significant difference.&#8221;
For ordinary people, behavior on SNS often involves trial and error, learning as they go. However, celebrities, whose likability directly impacts their work, cannot afford such luxury. Engaging on SNS requires a certain level of preparedness.
&#8220;No matter where you post, broadcasting information to a large audience will inevitably lead to misunderstandings or unintended reactions. Those skilled in communication are aware of this, preparing themselves that their opinions or feelings may not be easily conveyed. They make efforts to communicate effectively and repeatedly confirm if their message has been understood. These are skills demanded of talents who utilize SNS.&#8221;
<h2>Silence is a bad move. </h2>
Not only idols but also politicians, actors, and anyone with many followers can have their lives threatened by a slip of the tongue on SNS. Mr. Ogiso analyzes that initial response is crucial.
&#8220;It&#8217;s a case-by-case basis, but for talents who cause problems, completely refraining from statements or actions can often be risky. Talents&#8217; exposure is their job, and staying silent can ironically draw negative attention, making it difficult to judge when to resume activities.
A clear example of failure is Mr. Ken Watabe (51) from &#8216;Un-jash&#8217;. Without explaining in an open place, he stopped his activities, which required a considerable amount of time for the resumption of activities. I think that Mr. Hiroyuki Miyasako (54), who is still hated and continues to be exposed as a former &#8216;Ameagari Kesshitai&#8217; team, is in a better position to move to the next action. If you are going to suspend activities, it is better to suspend them with a firm explanation to the world and exposure and to decide on a limit beforehand.&#8221;
<h2>After a flame-up, two key words you shouldn&#8217;t say.</h2>
While it&#8217;s crucial not to remain silent and to communicate actively in response to flame-ups, the exact wording of that communication is equally important. When a flame-up occurs, viewers tend to fall into a psychological trap of misinterpreting the author&#8217;s words. Mr. Ogiso points out that there are certain words particularly detrimental for companies in managing flame-ups on social media.
&#8220;The first one is &#8216;I didn&#8217;t express myself well.&#8217; This phrase risks being interpreted as an excuse that &#8216;I just didn&#8217;t communicate well, but fundamentally it wasn&#8217;t wrong.’ In 2021, former professional baseball player Kunio Jonouchi (83) used this phrase after being forced to apologize for derogatory remarks about women&#8217;s boxing at the Tokyo Olympics, leading to a renewed flame-up. He subsequently resigned from a news program where he had been a regular for 23 years.&#8221;
<figure id="attachment_376324" class="wp-caption alignnone" style="width: 1762px;" aria-describedby="caption-attachment-376324"><a href="#" data-ident_hash="100e11fa"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2024/06/05950fb5051332fbc63ee2d214e7e56c-e1717735081512.jpg" alt=""></a><figcaption id="caption-attachment-376324" class="wp-caption-text">In April 2024, &#8216;Sexy Zone&#8217; announced their renaming to &#8216;timelesz&#8217; and the first-ever audition for new members in the agency&#8217;s history. This caused a major flame-up among fans, but Fuma Kikuchi (29) continued to respond to fans&#8217; questions on SNS, which helped to calm the situation. It&#8217;s a good example of how to extinguish a net flame-up</figcaption></figure>
&#8220;The second one is &#8216;If I have hurt someone, I apologize.&#8217; This phrase can be dangerously interpreted as a counter-accusation like &#8216;If I haven&#8217;t hurt anyone, I don&#8217;t need to apologize,&#8217; or &#8216;Did anyone actually get hurt?&#8217; In 2024, former Shizuoka Prefecture Governor Heita Kawakatsu (75) faced criticism and eventually resigned from his position after making remarks that could be construed as discriminatory and apologizing using this word.&#8221;
<div data-friday-nextpage-lead="Three theories to turn flames into positive impressions"></div>
<h2>Turning a flame-up into favor.</h2>
While some individuals compound their mistakes with further apologies, others manage to gracefully navigate through crises, enhancing their likability.
&#8220;In a 2018 interview, former soccer player Keisuke Honda (38) mistakenly read &#8216;清々しい&#8217; (refreshing) as &#8216;kiyokiyoshii&#8217;. This created a buzz due to the contrast with his cool image. However, the next day, he posted on SNS without excuses but with a simple and positive explanation: &#8216;I&#8217;m embarrassed. I&#8217;m not good with kanji. But I&#8217;ve learned it properly now.&#8217; This instantly shifted the narrative to those mocking Honda as foolish.” (same as above)
Mr. Ogiso suggests that the theory for handling online flame-ups includes three elements: &#8220;apology,&#8221; &#8220;explanation of what you are apologizing for,&#8221; and &#8220;appreciation for feedback.&#8221; He notes that Honda&#8217;s simple approach closely aligns with this.
<h2>Assessing the necessity of an apology.</h2>
Internet uproars are often hastily labeled as &#8216;flame-ups,&#8217; but true flame-ups refer specifically to situations requiring apologies. Mr. Ogiso points out that apologies are necessary for flame-ups triggered by legal violations, while other cases are often just reactions or discussions without requiring apologies.
&#8220;It&#8217;s not good to treat everything as a flame-up because society becomes overly cautious. However, in the case of talents, ignoring issues with that this isn&#8217;t a flame-up can also lead to business risks such as image deterioration. 
On the internet, silence equals admission, so it&#8217;s crucial to explain and clarify cases that are just reactions or discussions, not involving legal violations, and make posts that acknowledge learning from the situation rather than apologizing outright. I believe maintaining likability through such communication is possible.&#8221; (Same as above)
Being able to see the true nature of celebrities is one of the charms of social media. Even if someone usually makes a good impression, once their comments cause a firestorm on social media, that may be perceived as their true nature. We&#8217;re entering an era where social media is used more for logic than emotions or personal charisma. 
<figure id="attachment_376338" class="wp-caption alignnone" style="width: 1252px;" aria-describedby="caption-attachment-376338"><a href="#" data-ident_hash="d94f1324"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2024/06/1e453c4f9c3731541ed394950036a136-e1717733828229.jpg" alt=""></a><figcaption id="caption-attachment-376338" class="wp-caption-text">In June &#8217;23, rumors surfaced of a double affair with chef Shusaku Toba (46) and Ryōko Hirosue (43). Not using social media personally, like her, is also an option.</figcaption></figure>

 Yuri Adachi, Takahiro Kagawa, Yusuke Kondo

 The Internet has been ablaze one after another with former Japanese celebrities such as Toma Ikuta who mentioned painless delivery, Kengo Senga of "Kis-My-Ft2" who exposed his LINE with his junior, and Junta Nakama of "WEST. An expert explains.

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