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Abstract(s)
No início dos anos 1990, quando o crescimento económico do Japão havia estagnado bruscamente, a economia japonesa foi arrebatada pelo sucesso estrondoso das exportações de produtos culturais no mercado global e a sua aceitação entusiasta entre a população jovem. O aumento contínuo do consumo global deste tipo de produtos culturais japoneses que se tem verificado desde então, em particular do manga, acabou por originar dois fenómenos: a “crioulização” do manga, adoptando e adaptando o estilo para ir de encontro às preferências e realidade locais; e a percepção generalizada nos seus leitores de que o Japão constitui um país “fixe” moderno, original e culturalmente atractivo, por produzir produtos culturais interessantes, que acabou por ser instrumentalizada pelo governo japonês através da estratégia do “Cool Japan”. Neste sentido, este estudo procura estabelecer uma ponte de ligação entre os dois fenómenos, ao abordá-los sobre o contexto do manga híbrido produzido pela revista portuguesa Banzai e consumido pelos fãs de cultura popular japonesa e de manga. As entrevistas realizadas às autoras da Banzai e o questionário colocado aos seus leitores, revelou que o tipo de imagem do Japão percepcionado não se encontra totalmente dependente do consumo dos produtos culturais japoneses, como ainda o papel que o manga híbrido pode ter na difusão da cultura popular japonesa.
In the early 1990s, as Japan was experiencing the downfalls of its economic stagnation, its exports of popular culture products in the global market context and its acceptance by an international youth audience skyrocketed. The continuous rise in the consumption of Japanese cultural products that has been going on since then, especially manga, has led to two particular outcomes: the “creolization” of manga, by adapting and adopting its visual contents and style guidelines according to local preferences; and a generalized manga reader’s perception that Japan is a “cool”, modern, unique and culturally attractive country because it produces interesting cultural products, which has been used as a tool by the Japanese government strategy of “Cool Japan”. This thesis thus sought to explore the link between these two outcomes, by providing a Portuguese case study of hybrid manga, the Portuguese manga style magazine Banzai. Through the interviews and questionnaire conducted to Banzai’s authors and readers respectively, it concluded that the type of image of Japan depicted by them it is not completely influenced by the consumption of Japanese pop culture products and that hybrid manga may play an important role in the spread of Japanese popular culture.
In the early 1990s, as Japan was experiencing the downfalls of its economic stagnation, its exports of popular culture products in the global market context and its acceptance by an international youth audience skyrocketed. The continuous rise in the consumption of Japanese cultural products that has been going on since then, especially manga, has led to two particular outcomes: the “creolization” of manga, by adapting and adopting its visual contents and style guidelines according to local preferences; and a generalized manga reader’s perception that Japan is a “cool”, modern, unique and culturally attractive country because it produces interesting cultural products, which has been used as a tool by the Japanese government strategy of “Cool Japan”. This thesis thus sought to explore the link between these two outcomes, by providing a Portuguese case study of hybrid manga, the Portuguese manga style magazine Banzai. Through the interviews and questionnaire conducted to Banzai’s authors and readers respectively, it concluded that the type of image of Japan depicted by them it is not completely influenced by the consumption of Japanese pop culture products and that hybrid manga may play an important role in the spread of Japanese popular culture.
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Keywords
Cool Japan Cultura popular Estudos de manga Globalização Manga híbrido Estudo de caso Popular culture Manga studies Globalization Hybrid manga Case study