Disclosed here in is a radio communication apparatus for transmitting a modulated reflected wave signal to a reflected wave reading apparatus as a signal resulting from a modulation process to modulate an unmodulated carrier, which is received from the reflected wave reading apparatus, in order to superpose information to be transmitted to the reflected wave reading apparatus on the unmodulated carrier, the radio communication apparatus including: an antenna; information outputting means configured to generate information to be transmitted to the reflected wave reading apparatus; feed characteristic changing means configured to change a feed characteristic of the antenna in accordance with the information to be transmitted; radiation characteristic changing means configured to change a radiation characteristic of the antenna in accordance with the information to be transmitted; and modulation means configured to carry out the modulation process according to the information to be transmitted in a process to reflect an electric wave signal received by the antenna.