Kawaii as Represented in Scientific Research: The Possibilities of Kawaii Cultural Studies

• Authors: Kyoko Koma
• Languages of publication: EN

Abstracts

EN

In this paper, I will analyse and classify the scientific discussion of kawaii (which means cute in English), one of the most important components of contemporary Japanese popular culture; which has been diffused throughout the world and become a transnational culture. I will identify three main discussions in kawaii studies: (1) kawaii as a Japanese proper aesthetic and its origin; (2) kawaii as making a Japanese social feature out of immaturity; and (3) kawaii as a form of globalised culture from the points of view of politics/diplomacy, globalisation, and orientalism. I will delineate further research possibilities to be carried out in Japanese popular contemporary culture, particularly kawaii culture and its relevance in the global and transnational communication age.

Keywords

EN

kawaii; Japanese popular culture; Japanese aesthetics; transnationalism; orientalism

• Publisher: Instytut Kultur Śródziemnomorskich i Orientalnych PAN
• Journal: Hemispheres. Studies on Cultures and Societies
• Year: 2013
• Issue: 28
• Pages: 103-117

Contributors

author

Kyoko Koma

• Department of Applied Philology, Humanities Institute, Mykolas Romeris University, Vilnius