Iwabuchi’s article on “Taking ‘Japanization’ Seriously” discusses the concept of mukokuseki, which literally means “something or someone lacking any nationality” (Thussu 2010). This refers to the erasure of racial – ethnic characteristics and removal of cultural context that is often seen in Japanese animation. The characters depicted then cannot be attributed to any particular country or culture, although they often tend to carry more Caucasian features. The lack of cultural odor in animation partially contributes to its popularity worldwide, as there is little that is outwardly distinctly Japanese about this particular cultural product. Although the Japanese are the main consumers of anime, animators refrain from portraying characters that are distinctly Japanese, or even Asian, so that their product will appeal to a broader audience outside of Japan. Although the fan base for Japanese anime is greater in East Asia than in Western countries, the fact that creators of anime cater to western audiences is very indicative of American cultural hegemony.
This has resulted in a shift in standards of beauty worldwide to reflect that which is considered to be beautiful in the western world – namely light skin tone and hair, round eyes, a slender but curvy frame for women, and a brawny athletic build for men. It is obvious that these particular characteristics do not reflect the majority of the population globally, nor were these considered to be the standard of beauty before the advent of globalization processes. I believe that the cultural hegemony that has resulted in valuation of these features as being most desirable is the same force that has made cosmetic surgery to adopt more western features (ie. double-eyelid surgery) so popular in countries such as Korea and Japan. In regards to the anime world, animation director Oshii Mamoru posited that “Japanese animators and cartoonists unconsciously choose not to draw ‘realistic’ Japanese characters if they wish to draw attractive characters” (Pshii, Ito, and Ueno 1996). For me, it is a shame that this devaluation of non-western physical characteristics has been subconsciously adopted by so many, because I think so much beauty is found in our diversity.
I couldn't agree with you more, Steph. However, I will add that lately I've been noticing more and more example of contra-flow. For example, "anime eyes" contact lenses (see http://boingboing.net/2008/08/11/contact-lenses-for-a.html) are apparently becoming more and more popular among teenage girls in the US, despite not being approved by the FDA. From my non-scientific survey of the internet, it seems that Lady Gaga, in her infinite weirdness, started wearing them and then it really took off. Very interesting example of a Japanese cultural trend getting selected out by a US pop phenomenon, then popularized.
ReplyDeleteI also agree with you. It was very sad in West Africa to see some men and women use a cream to lighten their skin. I don't know what horrible chemicals were in it, but I was told that having lighter skin in some small towns meant you had made money (so could afford the cream) and gave you more status. I saw this with several people, and it was making one of them get sick. (see: http://www.scienceinafrica.co.za/2004/march/skinlightening.htm)
ReplyDeleteI find it really interesting cause when I was in China, I had some friends from the States, and one of the questions I have been asked several times by them was that “what does a good-looking guy or girl look like in Chinese’s point of view”. It is really difficult for me to answer, I usually told them that I could only show you what I thought a good-looking guy or girl should look like but it could not represent any other’s opinion.
ReplyDeleteI know there are some standards about what a beautiful girl should look like and more and more women start to take plastic surgery in order to fit in the standard. To me, it sounds really sad. Our difference makes us who we are. Look at those plastic-surgery beauties, they almost have the same faces and talk and walk in the same way which is kind of scary. Only robots look the same, not human =)