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International Media Communication Analysis-Japan

Kawaii culture and its affect on communication in Japan.
by

Kete Ennis

on 20 April 2010

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Transcript of International Media Communication Analysis-Japan

International Media Communication Analysis: The Japanese Culture of "Kawaii" Kete Ennis
Goddin-X330 Presentation可愛い文化 可愛い文化
What is "Kawaii"? Examples in Japanese Life: Out of "Kawaii" came: Advertising&Business Why it Wouldn't Work Here: http://www.colbertnation.com/the-colbert-report-videos/270017/april-07-2010/tip-wag---hello-kitty-wine---pig-s-blood-filters Japanese word for cute
Kawaii culture is often homogenized with Japanese mainstream culture
Can help explain the phenomena of manga, anime, or seemingly childish pop icons in Japan
Began in the late 1960's by schoolgirls in Japan
Early 70's saw the explosion of manga/anime culture
Japan's social system honors its elders, and prizes youth. Kawaii aspect of Japanese culture can help to explain why it is'y uncommon to to young women dressing half their age for fun on the weekends, of giant anime/manga figures adorning the city, or to bear witness to grown men and women openly reading manga on subways. Such characteristics of Japanese culture would be looked upon as childish and incredibly eccentric in most Western cultures. It isn't uncommon to see a train full of businessmen in their mid 40's all reading manga on their way to or from work Many modern technologies- the walkman, MP3 players, cell phones, etc.
These technologies came as a result of the early years of Kawaii culture; people wanted things to be smaller and cuter, not necessarily more compact for convenience (it was an asthetic need at first).
As mentioned before, the explosion of manga/anime.
Kawaii has also had some affect internationally
Manga/anime has been a major transnational cultural export for over 10 years
Many Japanese pop culture icons, such as Hello Kitty and Pokemon, are now icons worldwide.
The technologies that have arisen are now apart of the lives of people worldwide. Hello Kitty earns over a billion dollars anually, and tens of million are made of off counterfeits.(TheAsiaTimes) Understanding certain aspects of culture are vital in communication and business.
Kawaii= big business
Much of Japan's pop culture and entertainment industry based on what is cute.
Manga= $4.1 billion annually. Anime= $2.8 billion in United States alone.(USA Today)
Kawaii figures or advertising used quite often
Not uncommon to see something "adult" being advertised in a "childish" way.
Cartoons adorn billboards, trains, buses, ariplanes, etc.
Advertisers and marketers are always trying to determine the next cute thing to make money off of. Talking about anime, manga, or other "kawaii" things are topics of conversation that any Japanese person will happily talk about. We would deem such ads or products too childish and wouldn't take them seriously. Japan is a high context culture, and their advertisements and media often juxtapose this notion and display quite the opposite: instead of leaving meaning and emotions to be guessed or implied they are explicitly stated. This goes against Beamer and Varner's idea of how in Eacter societies, "culture socialized people from an early age to not to show emotion publicly.
Japan is a high context, collectivist culture that values group benfit, elders, and prizes the youth.
Kawaii culture reflects Japan's long-term orientation.
Masculine on stage, feminine backstage culture (men going into a candy store deemed very, very odd but reading a love story about two young teenagers is completely normal).
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