Abstract:The Japanese animation, commonly known as Anime, is one of Japan�s most distinguished cultural features. Anime began to be known in the late 1910s, but its official beginning was in the postwar period. Anime evolved from targeting the local market to the international market, but it maintained its strong links with its heritage and the Japanese identity. Given that anime maintained balance between the international and the national side, scholars described anime as stateless, happening in a world of its own, which contributes to its global popularity. Its unique narration and character design styles gave it a competitive advantage over other types of cartoons, making it unpredictable, entertaining, and distinctive. This paper aims to understand why Egyptian viewers are motivated to watch anime despite the boundaries of language, and culture. In addition it seeks to clarify how Anime changed youth views about Japan and its culture, encouraging them to participate in activities related to anime like attending drawing workshops, taking Japanese language courses, reading about the history of anime, or planning trips to some Japanese cities. This paper will conduct in depth interviews and focus group discussions with a sample of elites and Egyptian youth respectively to understand the different appeals that drive youth to watch anime as well as the gratifications fulfilled by Anime.
Salma Medhat, Cairo University, Egypt
Stream: International Communication
This paper is part of the MediAsia2014 Conference Proceedings (View)
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