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Global media product and construction of “Japanese identity”: a case study of anime on Malaysian Television

机译：全球媒体产品与“日本身份”的建构：以马来西亚电视台动漫为例

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摘要

Japanese animation or, as it is popularly known, anime appears to be the most celebrated Asian television product around the globe today. Anime was first created in 1917 and developed well into the 1970’s in Japan. By the 1990’s anime series, such as Dragon Ball, Pokemon, and Sailormoon became worldwide successes (Patten: 2009). By the year 2000, the proliferation of Japanese animation in the global market is beyond imagination. Current global response and market trend suggest that the anime industry is indeed a significant contribution to the economic growth of Japan. Proliferation of Japanese programmes in Malaysia became prominent in the 1980’s where more Japanese dramas and anime were used to fill in the time slot. The fact that the percentage of imports of animation programme from the west had decreased in the recent years suggests that Japanese anime has started to claim a steady position in Malaysian television industry. It is in this larger context that this study aims to understand how “Japaneseness’ has been negotiated in representing Japan unique identity in anime through critical content analysis of selected anime programmes available on Malaysia television.
机译：日本动画或众所周知的动漫似乎是当今全球最著名的亚洲电视产品。动漫最早于1917年创建，并在日本发展到1970年代。在1990年代的动漫系列中，例如《七龙珠》，《口袋妖怪》和《美少女战士》在世界范围内大获成功（Patten：2009年）。到2000年，日本动画在全球市场上的扩散已超出想象。当前的全球反应和市场趋势表明，动漫产业确实为日本的经济增长做出了重大贡献。在1980年代，马来西亚在马来西亚的日本节目激增，其中更多的日本戏剧和动漫被用来填补这一时段。近年来，从西方国家进口的动画节目所占百分比下降的事实表明，日本动漫已开始在马来西亚电视行业中占据稳定地位。正是在这种更大的背景下，这项研究旨在了解如何通过对马来西亚电视台上精选的动漫节目的关键内容进行分析，以“日本性”来代表日本在动漫中的独特身份。

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