It would be nice to think that punishing women for having sexual relationships had been relegated to the history books by 2013. However, as one very public act of penance from a Japanese popstar has shown, in some contexts it's still judged a moral crime.
Minami Mingeshi is a 20-year-old member of Japanese pop group AKB48. The band, which has 88 members between 14-20, is a phenomenon in Japan and their brand of bubblegum pop has made them one of the highest-earning musical acts in the world. This sugar-sweet marketing extends to a strict code of conduct: AKB48 girls must "behave" and are not allowed to have boyfriends. Known among fans as the 'Love-Ban-Law', the rules are to maintain their large male fanbase.
Mingeshi was photographed leaving the apartment of a 19-year-old boyband member and the images were printed in Japanese tabloid Shukan Bunshun on Thursday. Shortly after, an announcement on the AKB48 official blog stated that she would be demoted within the band's hierarchical structure as of February 1. Mingeshi felt the need to show remorse for her actions by shaving her head and making a tearful public apology on YouTube. The video has been viewed over three million times.
She said, "I don't believe just doing this means I can be forgiven for what I did, but the first thing I thought was that I don't want to quit AKB48." She told fans that her actions were "thoughtless and immature" and that, "if it is possible, I wish from the bottom of my heart to stay in the band. Everything I did is entirely my fault, I am so sorry."
She later posted a statement on her Google+ page saying: "I want to apologise for making you worry this time around. I know that you have varied opinions about my decision to shave my hair, but this is what I decided to do to show you that I am really reflecting on my actions."
"I don’t think you will be able to forgive me by doing this, but I will do my best and start from the beginning to bring back everyone’s trust to me. Until the time that my hair grows back to how it was in the past, I will strive for me to be able to grow more and more." She also uploaded a photo of her with shaven hair alongside some friends.
Mingeshi's demotion within AKB48 follows that of Rino Sashinara, also 20, who was transferred by the band's producer after partially nude images of her were discovered. In 2009 Miki Saotome was demoted for reasons unknown.
Part of the band's success among its fanbase is that they perform daily in a dedicated theatre to fans who have won tickets through a lottery. Despite the fact that bandmembers must remain single and seemingly innocent, they wear provocative outfits and have been criticised for salacious lyrics. AKB48's music videos include members wearing underwear, teenage members kissing and taking a bath together, and a 2012 advert for confectionary chain Puccho featured members of the band clad in school uniforms and passing sweets between their mouths, which was filmed in slow motion.
Last year popstar and X Factor judge Tulisa Contostavlos successfully won a court case against her ex-boyfriend Justin Edwards, who apologised for posting an explicit video of the pair online. Constostavlos, 24, also took to YouTube after the scandal broke in March 2012 to post a teary video. However she used the opportunity to "set the record straight" and express her love for Edwards. It's unlikely that a similar video will emerge from AKB48 any time soon.