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perpustakaan.uns.ac.id digilib.uns.ac.id CHAPTER II LITERATURE REVIEW In this chapter, I will explain more about the theoretical frameworks that will be used in analyzing my reserach. This chapter includes Ryan Higa biography and his YouTube channel; New Media and YouTube; the stereotype of Asian and Japanese American men; Semiotic theory; misc-en-scene; and the theory of stereotypes. A. Biography of Ryan Higa and his YouTube channel “nigahiga” Ryan Higa was born on June 6, 1990 in Hilo, Hawaii to parents, Wendell and LuciHiga. Ryan Higa has an older brother, Kyle. They compete both in academically and athletically. Ryan did judo and wrestling in his school life. He also loves basketball. He often showed his skills in his videos. He started his video making hobby at the age of 14. He borrowed his mother‟s VHS camcorder and collected some neighborhood friends to make a video. His early videos are lip-syncing to songs that he made without any editing software or professional stuffs. Ryan and his friends, called the Yabo crew, uploaded the videos to YouTube just to share with theirschool friends because they did not know how to burn to DVD. “Nigahiga” is the YouTube account that Ryan made. His account is getting popular because of his “how to” series. Most of his lip-syncing videos and some of his “how to” series were removed because of the copyrighted issue. After graduated from high school, he moved to Las Vegas, Nevada to study Nuclear commit to user 10 perpustakaan.uns.ac.id digilib.uns.ac.id Medicine in university. He did not like it and became very stressful. He found his cure is making videos and uploaded to YouTube. He stopped studying Nuclear Medicine and changed his major to Film. “Nigahiga” was the first YouTube channel to reach 3 million subscribers in the late 2010. As of August 2014, “nigahiga” has more than 12 million th subscribers and currently ranked the 5 most subscribed channel all over the world. His channel now consists of many programs such as, Advertisement Spoofs (a parodical advertisement of a brand),Dear Ryan (an answer to fans‟ request from his twitter account or YouTube comment), How To Be (a compilation of various ways to do something), Movies in Minutes (a parodical reenact of a famous movie), Off The Pills andRants (a video of anything he wants to say without a storyline), Skitzo (a discussion among four different characters; himself, a girl named Regina, a hiphop boy named R-Dizzle and an Asian boy named Hanate), Parody Trailers (the same concept as Movies in Minutes but it is only parodied the trailer), Word of the Day (an explanation of a slang famous word), Dude vs. Wild (a parodical series of Man vs. Wild, showing him struggling in the wild nature) and Music Video (a video of his own song; he often collaborates with other YouTuber). Ryan is a part of a group consists of six other American YouTubers, called YTF (Yesterday, Today, Forever) Legacy. Right now, Ryan has his own team that helps him in making videos, called RHPC (Ryan Higa Production Company). commit to user 11 perpustakaan.uns.ac.id digilib.uns.ac.id B. New Media and YouTube There is a widespread development on new media because the influence of internet. Computer and internet play an important role in expanding new media in society. The term new media simply refers to everything that is distributed in electronic way, such as web sites and e-books. The popular definition of new mediaidentifies it with the use of a computer for distribution and exhibition, rather thanwith production(Manovich, 2011, p. 43). New media provide users with a mix of interpersonal and mass communication capabilitiesthat have not existed before, with an emphasis on interactivity and mobility(Paxson, 2010, p. 151). New media is close related to social media and online advertisements. Social networking is considered as the fastest networking system that everyone is able to know what happens in the other part of the world the time the event occurs. Social networking really gives advertisers to promote their product faster. One kind of new media discussed in this research is YouTube. YouTube is basically the same with another social media such as blogs. What makes it difference is that YouTube provides video sharing application that let anyone upload and make their own entertainment channel. YouTube can be said as new generation of television. While TV program only broadcast popular programs and cannot let the audience take part in reviewing it, YouTube broadcast various programs from various themes and let the audience to comment and rate the programs they watched. YouTube was designed and then released in 2005 by three previous employees of the PayPal online payment service. Their names are Chad Hurley, Steve Chen, and Jawed Karim. These three came up with and designed the plan to commit to user 12 perpustakaan.uns.ac.id digilib.uns.ac.id have many producers of private works be able to supply the public with their work(Feldman, 2007).Founded in February 2005, YouTube allows billions of people to discover watch and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small(as cited in https://www.youtube.com/yt/about/). YouTube is the biggest video sharing website. Even though there are many other video sharing websites like DailyMotion and Vimeo, YouTube is still more popular. C. The Stereotype of Japanese American Man Culture has a big role in defining stereotype. People who live in the same culture tend to have the same perception of something. People belonging to the same culture tend to interpret certain images and symbols in the same way and may arrive at a similar understanding(Cortes, 2013, pp. 6-7).Media has a big contribution to spread stereotype to another culture. Although not all of the stereotypes are wrong, but it causes confusion to people from another culture. In this research, I have compiled some mainstream stereotype of Japanese American: Typically misrepresented as quiet, humble, passive, uncomplaining, and dependent.(Endo, 1985, p. 11) Loyal to family, courteous, reserved, and quiet, and at the same time, ambitious, industrious, efficient, and intelligent. (Maykovich, 1972, p. 888) commit to user 13 perpustakaan.uns.ac.id digilib.uns.ac.id Shy, bashful, dainty, humorless, and square and do not speak up.(Maykovich, 1972, p. 894) Sly, tricky, and not to be trusted. (Kitano, 1981, p. 130) “Yellow Peril”, the inscrutable oriental, and characterized as cunning, deceptive, and loyal to Japan. (Endo & Della-Piana, 1981, p. 45) Anti-individualistic, mystic, passive, collective, and morally and ethically opposite to Western culture. (Ono, 2005, p. 140) As I stated above that I will use Brian Cortes‟ research to prove that Ryan Higa tried to challenge the mainstream stereotype. I found that the stereotype of Japanese American and Asian American are similar. So I will use Cortes‟ research to confirm the efforts of Ryan Higa in challenging the mainstream stereotype in his videos. There are five stereotypes of Asian American men in media based on Brian Cortes(Cortes, 2013, pp. 9-15): 1. Perpetual Foreigner Maladjusted immigrant who speak broken English with heavy foreign accent.(Cortes, 2013, p. 10) Portrayed in clichéd occupation such as Chinese delivery boy or a launderer. (as cited in Kwak, 2004) Unwilling to adapt American culture. (as cited in Rim, 2007) Disloyal to US. (as cited in Kawai,2005) Experts of martial arts and “Eastern Wisdom”. (as cited in Shah,2003) commit to user 14 perpustakaan.uns.ac.id digilib.uns.ac.id Irredeemably alien and incapable of assimilating to American Culture.(Cortes, 2013, p. 10) 2. Model Minority Academically talented, economically driven and hard working.(Cortes, 2013, p. 12) Intelligent, technology savvy, docile, unassertive, and deferential to whites. (Cortes, 2013, p. 13) 3. Asexual Male Devoid of sexuality or lacking the qualities that women find attractive. (as cited in Hamamoto, 1994) Sexually unappealing and devoid of interest in women. (Cortes, 2013, p. 31) 4. Nice Guys They are kind, gentle towards, and sensitive to the needs of women. (Cortes, 2013, p. 32) Take an “old fashioned” approach to courtship. (Cortes, 2013, p. 52) 5. Generational Rift Involve portrayals of conflict or disagreement between Asian Americans from different generations.(Cortes, 2013, p. 52) D. Social Background of Japanese in America Japanese started to migrate to America in 1860s. The first generation of Japanese immigrant is called Issei and only spoke Japanese. The second generation is called Nisei, the descommitcendents to ofuser the Issei and born in America.The 15 perpustakaan.uns.ac.id digilib.uns.ac.id next generations are called Sansei (third generation), yonsei (fourth generation), gosei (fifth generation), etc. They are the descendent of the previous generation and are having less contact with the Japanese culture. The rise of interracial marriage in the 1970s emerges as one of the most dramatic indications of growing intergroup contact (Kitano, 1981, p. 133). The first Japanese immigrant traveled to Hawaii to work as labor in sugar plantation. The harsh work (10 hours work day) and little monthly wage makes them return to Japan before completing the 3 years. A year later, a group of immigrant sailed to San Francisco. They started build a tea and silk farm in California. The dry soil there made their effort failed. Some people of the colony returned to Japan and some other stayed and became the first Japanese generation (Issei). The Isseistarted to have a new beginning and slowly adapted to American culture.