Abstract

JUAREZ MORALES, Karina. Softpower Otaku: from Japan to Mexico City. Cuicuilco. Rev. cienc. antropol. [online]. 2019, vol.26, n.75, pp.149-170.  Epub July 03, 2020. ISSN 2448-8488.

Japan is one of the countries that has disseminated its popular culture as a means of establishing international political and economic relations, a ‘softpower model’ that is known as “the Asian miracle.” The whole phenomenon that has formed around popular culture based on ‘anime’ and ‘manga’ is a perfect example of how Japan has taken advantage of the said animation/comics to encourage people’s interest in their culture -and in addition to the Japanese transnational companies- as a way of creating economic links with the outside world. Currently, Japan is a model for other Asian countries regarding these fan communities. This work is a portrayal of the formation of this culture in Japan, along with its subsequent deployment to other contexts prior to its arrival in Mexico, where certain individuals have appropriated its style -though using their own characters- without losing the Asian influence.

Keywords : Otakus; culture; identity; cyberculture and territory.

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