Kawaii: perceptions and how it effects the media

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Presentation transcript:

Kawaii: perceptions and how it effects the media Addie Gingold JAPN311

What is Kawaii? Originally referred to docile behavior in women Cuteness found in popular culture, merchandise, and behavior Globally known in anime, J-pop, ect. Kawaii Ambassador Kyary Pamyu Pamyu

Importance of kawaii culture “Encompasses everything that's acceptable and desirable in Japan” Kurita Nobuyoshi of Musashi University Influential in business ventures Helps establish national identity All Nippon Airways used Pokémon to increase their popularity among families

“Cute engineering” Popular form of mental manipulation in the media Reduces feelings of fear or discomfort from unsatisfactory information

Conclusions Clever marketing scheme for global competition Powerful tool in foreign/domestic tourism Cons: Kawaii culture appears to Japan’s only appeal to outsiders

References Osenton, S. (2007). Insidiously 'cute': Kawaii cultural production and ideology in japan. Masters Abstracts International, 45(3), 1239. Nittono, H. , Fukushima, M. , Yano, A. , & Moriya, H. (2012). The power of kawaii: Viewing cute images promotes a careful behavior and narrows attentional focus. PloS One, 7(9), e46362. Cheok, A. , & Fernando, O. (2012). Kawaii/cute interactive media. Universal Access in the Information Society, 11(3), 295-309.