THE APPLICATION OF JAPANESE'S SOFT POWER IN THE U.S.A: THE CASE STUDY OF ANIME AND MANGA (2000-2007)

Abstract

This research attempts to describe about the application of the Japanese cultural diplomacy in the U.S in order to promote understanding of Japan that leads to better image from 2000 until 2010. This research is trying to explore the Japanese government, manga and anime industries efforts by analyzing the markets and American reaction to Anime and manga. However, there were some obstacles that had to be faced by the Japanese in fulfilling their goals which is affecting the market and reactions from the American people. 2000 - 2010 was chosen because it completely shows upside and downside of the anime and manga related market in the U.S. the qualitative research is used to explain the problem discussed. Books, reports, journals from the government, scholars and other eligible individual were used as the primary sources of this thesis. This research showed that the Japanese taking its cultural diplomacy seriously as one of their primary tools to spread their culture.