Japanization?
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Faculty for economy, communication and IT Johan Lindell Japanization? Japanese Popular Culture among Swedish Youth Media and Communication Studies III C-Thesis Date/Term: 11/6 VT08 Supervisor: Miyase Christensen Examiner: Christian Christensen Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 [email protected] www.kau.se Abstract Japanese presence on the global cultural market has steadily been increasing throughout the last decades. Fan-communities all over the world are celebrating the Japanese culture and cultural identity no longer seems bound to the local. This thesis is an empirical study which aims to examine the transnational flow of Japanese popular culture into Sweden. The author addresses the issue with three research questions; what unique dimensions could be ascribed to Swedish anime-fandom, what is appealing about Japanese popular culture and how is it influencing fan-audiences? To enable deeper understanding of the phenomenon, a qualitative research consisting of semi-structured telephone-interviews and questionnaires, was conducted with Swedish fans of Japanese popular culture. The results presented in this thesis indicate that the anime-community in Sweden possesses several unique dimensions, both in activities surrounding Japanese popular culture and consumption and habits. Japanese popular culture fills a void that seems to exist in domestic culture. It is different, and that is what is appealing to most fans. Anime and manga have inspired fans to learn about the Japanese culture, in some cases, Japanese popular culture has in a way “japanized” fans – making them wish they were born in Japan. Key words: Japanization, Japanese transnationalism, popular culture, fan-communities, anime, manga, globalization INDEX 1. INTRODUCTION 3 1.1 BACKGROUND.............................................................................................................................................. 3 1.2 PURPOSE ...................................................................................................................................................... 4 1.2.1 Research questions .............................................................................................................................. 4 1.3 TERMINOLOGY ............................................................................................................................................ 5 2. THEORETICAL FRAMEWORK 7 2.1 GLOBALIZATION AND CULTURE ................................................................................................................. 7 2.1.1 Cultural Imperialism Questioned........................................................................................................ 9 2.1.2 The Concept of Cultural Proximity................................................................................................... 11 2.1.3 Japanese Transnationalism............................................................................................................... 13 2.2 GLOBALIZATION, MEDIA AND IDENTITY.................................................................................................. 18 2.2.1 Question of Cultural Identity ............................................................................................................ 19 2.2.2 Media Fandom................................................................................................................................... 21 2.3 THE ACTIVE AUDIENCE – PREVIOUS RESEARCH ...................................................................................... 24 2.3.1 The Nationwide study ........................................................................................................................ 25 2.3.2 The Export of Meaning ..................................................................................................................... 25 2.3.3 The Anime Fan.................................................................................................................................. 26 3. METHODOLOGY 28 3.1 QUALITATIVE METHOD ............................................................................................................................. 28 3.1.1 Reception Analysis............................................................................................................................. 28 3.1.2 Semi-structured interviews ................................................................................................................ 29 3.1.3 Survey – Questionnaire ..................................................................................................................... 30 3.2 RESEARCH CREDIBILITY........................................................................................................................... 31 3.2.1 Validity ............................................................................................................................................... 31 3.2.2 Reliability ........................................................................................................................................... 32 4. RESULTS AND ANALYSIS 33 4.1 THE UNIQUE DIMENSIONS OF JAPANESE TRANSNATIONALISM............................................................... 33 4.1.1 Anime Fandom .................................................................................................................................. 33 4.1.2 Culturally Distant? - What is appealing about Japanese Popular Culture? ................................... 41 4.2 QUESTIONS OF JAPANIZATION .................................................................................................................. 45 4.2.1 Culturally Odorless?.......................................................................................................................... 45 4.2.2 Evoking a Japanese way of life? ....................................................................................................... 48 5. CONCLUSION 52 6. REFERENCES 55 7. APPENDIX 58 7.1 APPENDIX 1................................................................................................................................................ 58 7.1.1 Interview manual............................................................................................................................... 58 7.1.2 Transcriptions.................................................................................................................................... 59 7.2 APPENDIX 2................................................................................................................................................ 81 7.2.1 Questionnaire..................................................................................................................................... 81 “The line outside the youth-centre in Vallentuna is long and filled with teenagers dressed up in Japanese-inspired clothes. They’re waiting to get into Domokon 02, an event aimed at those who like Japanese popular culture. At the front of the line stand Lchigo and Retasu from the movie Mew Mew. In real life their names are Ida and Angelica and they’re wearing colourful dresses with matching wigs. They’re from Karlstad and are here to cosplay.” - Zappaaa’s weblog. September 23, 2007 2 1. Introduction 1.1 Background The excerpt from Zappa’s weblog works excellently in introducing the topic for this thesis. It tells us about a contemporary phenomenon that has been occurring in many western countries during the last years. It tells us about teenagers dressing up and standing in line for an event celebrating a complete foreign culture. It tells us about the international impact of Japanese popular culture. Over the last decades Japanese popular culture such as anime, manga and videogames have been flowing out of Japan into an international market with increasing success. Now perceived by a world-audience, Japanese popular culture is widely celebrated across the globe. Today “the global market in Japanese youth products has skyrocketed, these exports now exceed what had been the leading industries in Japans post-war economy, automobiles and steel”1 and “everything Japanese is in- and oh, so ‘cute’!”.2 Today one could argue that Japanese cultural commodities, not only media technologies such as mp3-players, gaming- consoles, digital cameras and cell-phones but also media content such as Super Mario and Pokémon are increasingly becoming part of our everyday lives. The recent openings of “Sweden’s first J-store” Tokyo Stop where customers can visit and “breathe, read, smell, taste and live Japanese popular culture”, Japanese music-store New Nippon, Japanese dance-club Klubb Shibuya illustrates the increasing popularity and presence of Japan in Sweden.3 According to Publishers Weekly Japanese comic books, Manga, was the best selling comic books alongside with Mickey Mouse in Sweden in 2005. And similar trends seem to take place in Finland: Manga and anime are now household names for the Finnish young people, and the love of comics and animated films also lead to a deeper interest in the Japanese language, country and people. This is not a Finnish phenomenon only; the same can be seen in the other Nordic countries and more widely in Europe, too.4 1 Lunning, F. Emerging Worlds of Anime and Manga. 2006. p 12. 2 Iwabuchi, K. Recentering Globalization – Popular Culture and Japanese Transnationalism. 2002. p 1. 3 http://tokyostop.typepad.com/ 4 Saarela, A. Current Issues Between Japan and Finland. Embassy