The Many Faces of Internationalization in Japanese Anime Amy Shirong Lu
169-187 091893 Lu (D - CMYK) 5/6/08 09:11 Page 169 article The Many Faces of Internationalization in Japanese Anime Amy Shirong Lu Abstract This article explores the internationalization of Japanese anime (animation) in an effort to help explain the cultural politics behind this popular cultural product. The inter- nationalization of anime includes the incorporation of de- Japanized elements into anime’s background, context, character design, and narrative organization. A theoretical framework for understanding anime’s internationalization is developed, proposing that there are at least three kinds of cultural politics working behind anime’s international success: one, de-politicized internationalization, which primarily serves as a commercial tactic to attract international audiences; two, Occidentalized inter- nationalization, which satiates a nationalistic sentiment; three, self-Orientalized internationalization, which reveals a cultural desire to establish Japan as an ersatz Western country in Asia. Keywords anime, cultural politics, de-Japanization , internationalization, Japanese animation, Occidentalism, Orientalism, self-Orientalization Anime, another name for Japanese animation,1 emerged in the 1910s (Fan, 2001: 115)2 and developed its current distinctive form in the 1960s (Mangels and Hamill, 2003: xvii).3 A fascinating characteristic of anime is that it usually does not seem Japanese. For example, today’s middle-aged Americans can ‘fondly remember watching Speed Racer (1967) after school on television, often without realizing its Japanese animation: an interdisciplinary journal (http://anm.sagepub.com) Copyright © 2008 SAGE (London, Los Angeles, New Delhi and Singapore) Vol 3(2): 169–187 [1746-8477(200807)]10.1177/1746847708091893 169-187 091893 Lu (D - CMYK) 5/6/08 09:11 Page 170 170 animation: an interdisciplinary journal 3(2) origin’ (Napier, 2000: 5).
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