The goal of this thesis is to analyse how consumption is used in the process of identity formation in Japan. It does so through the analysis of the advertisement titled “世界初かわいい味噌汁/Definition of...Show moreThe goal of this thesis is to analyse how consumption is used in the process of identity formation in Japan. It does so through the analysis of the advertisement titled “世界初かわいい味噌汁/Definition of Japanese Kawaii”, produced by Japanses advertising giant Dentsu. Using a framework that was created based on a critical review of literature regarding relevant theories, this thesis analyses three key myths that are part of Japanese national identity: romanticised history, harmless femininity, and international consumption. Three main findings are revealed throughout the analysis. The first is the complex reciprocal relationship between consumption and nation-building myths. The second is the dichotomous relationship between the parts of Japanese identity that are embraced and those that are rejected (these being Westernisation, sexuality, and historical figures). Finally, the analysis reveals that, in the quest to create a distilled, consumable Japanese identity, individual realities are sacrificed. After the conclusion of the findings, the limitations and potential future pathways of the study are suggested.Show less
New Religious Movements in Japan are both inspired by and inspire the contents of Japanese works of fiction. This influence is notable in the fictional works of anime and manga in particular, which...Show moreNew Religious Movements in Japan are both inspired by and inspire the contents of Japanese works of fiction. This influence is notable in the fictional works of anime and manga in particular, which have always contained varying degrees of religious themes. Three new religions are discussed in this paper: Soka Gakkai, Aum Shinrikyo, and Kofuku no Kagaku. All of these religions have used manga as a tool for self-promotion, but have also indirectly been inspired by the medium itself. Two of the larger inspirations for the religions Aum Shinrikyo and Kofuku no Kagaku were the feature animation films Nausicaa of the Valley of the Wind and Akira. This and other examples are used to create an image of the interconnected web that links these religious movements and anime and manga together.Show less
