%0 Journal Article %1 manzenreiter2007 %A Manzenreiter, Wolfram %D 2007 %J Japan aktuell (Hamburg) %K comics geography globalization manga popular_culture priorität:3 reception %N 4 %P 3-23 %T Die Mangatisierung der Welt: Japans Populärkultur, Kulturdiplomatie und die neue internationale Arbeitsteilung %V 15 %X Japan’s popular culture obtained worldwide acclamation during the past decade. The aesthetic appraisal, most clearly expressed by McGray’s well-known phrase of Gross National Cool fuelled into a concurrent process or re-emerging national pride in Japan. This article attempts to contextualize the global Japan pop-boom by tracing back the major causes, mechanisms and consequences of the ‘mangatization’ of the world. Mangatization refers to the border-transgressing diffusion of products and practices originally devised by Japan’s cultural industries for a local audience. Since the consumption of culture always resonates with attitudes and values, Japan’s popular culture going abroad has a visible impact upon Japan’s image in the world. I am going to argue that analytic concepts such as cultural imperialism or Japanization are misleading. In this regard it is tantamount to look at the new international division of labour within the production of global cultural commodities. The government belatedly and reactively jumped on the bandwagon in order to enhance Japan’s public image and to support the industries involved. Even though official attempts to control distribution and reception of Japan’s dream industries are doomed to fail, I forecast that Japan’s cultural diplomacy will continue to employ contemporary culture for building up a competitive brand image. (Japan aktuell/GIGA)

@article{manzenreiter2007, abstract = {Japan’s popular culture obtained worldwide acclamation during the past decade. The aesthetic appraisal, most clearly expressed by McGray’s well-known phrase of Gross National Cool fuelled into a concurrent process or re-emerging national pride in Japan. This article attempts to contextualize the global Japan pop-boom by tracing back the major causes, mechanisms and consequences of the ‘mangatization’ of the world. Mangatization refers to the border-transgressing diffusion of products and practices originally devised by Japan’s cultural industries for a local audience. Since the consumption of culture always resonates with attitudes and values, Japan’s popular culture going abroad has a visible impact upon Japan’s image in the world. I am going to argue that analytic concepts such as cultural imperialism or Japanization are misleading. In this regard it is tantamount to look at the new international division of labour within the production of global cultural commodities. The government belatedly and reactively jumped on the bandwagon in order to enhance Japan’s public image and to support the industries involved. Even though official attempts to control distribution and reception of Japan’s dream industries are doomed to fail, I forecast that Japan’s cultural diplomacy will continue to employ contemporary culture for building up a competitive brand image. (Japan aktuell/GIGA)}, added-at = {2008-09-26T08:02:24.000+0200}, author = {Manzenreiter, Wolfram}, biburl = {https://www.bibsonomy.org/bibtex/229924bd0848649be016572d29f20e19a/iglesia}, interhash = {05e104b7bf80714c86d521ab7e25adc2}, intrahash = {29924bd0848649be016572d29f20e19a}, journal = {Japan aktuell (Hamburg)}, keywords = {comics geography globalization manga popular_culture priorität:3 reception}, note = {ISSN: 1436-3518}, number = 4, pages = {3-23}, timestamp = {2008-09-26T08:02:24.000+0200}, title = {Die Mangatisierung der Welt: Japans Populärkultur, Kulturdiplomatie und die neue internationale Arbeitsteilung}, volume = 15, year = 2007 }