Cultural Perception and Narrative Elements to Attract Audience to Watch Japanese Anime Series

Abstract

        This research aims at investigating (1) Culture communicated through Japanese anime series. (2) The audience's perception of the culture communicated through Japanese anime series. (3) The narrative elements to attract audience to watch Japanese anime series. Qualitative research methodology by textual analysis of the top 3 most popular Japanese anime series from the Crunchyroll Anime Awards 2022. And in-depth interviews with audiences aged 18-34 years old

        The research finds that culture communicated through Japanese anime series are 1. Concrete culture in terms of social behaviors that were expressed physically and verbally: 1) Lifestyle 2) Food and Drink 3) Dress 4) Greeting 5) respect the graves 6) Travelling 7) Teamwork 8) Manners and Considerations 9) Performing arts and Martial arts 10) Social hierarchy 11) The last word before death 12) Body language. 2. An abstract culture of beliefs: 1) Believe in the mystery 2) Belief in Religion and Teachings 3) Belief in past tales 4) Self-confidence 5) Belief in others. Values: 1) Coexistence 2) Diligence 3) Follow the rules 4) Sharing 5) Punctuality 6) Role of adults supporting youth 7) Tolerance of diversity 8) Governance system 9) Patronage 10) Gratitude 11) Role modeling 12) Parenting. Ideology: 1) Devotion to others 2) Principle of equality 3) Independence, Fundamental rights and Freedoms 4) Peaceful means

        The audience's perception of the culture communicated through Japanese anime series. 1. Social behaviors: 1) Social hierarchy 2) Food 3) Teamwork 4) Dress 5) Performing arts and Martial arts 6) Manners and Considerations 7) Socializing 8) Greetings 9) Body language 10) Lifestyle. 2. Belief: 1) Believe in the mystery 2) Self-confidence 3) Belief in past tales 4) Belief in Religion and Teachings. 3. Values: 1) Diligence 2) Punctuality 3) Conservative 4) Military dictatorship 5) Tolerance of diversity 6) Family support 7) Parents' expectations of children.  4. Ideology: 1) Devotion to others 2) Principle of equality 3) Independence, Fundamental rights and Freedoms 4) Nationalism 5) Revenge 6) Truth-seeking 7) Struggle for survival

        Furthermore, the narrative elements to attract audience to watch Japanese anime series. Based on in-depth interviews with key informants are: (1) Plot (2) Visual-Audio Language (3) Character (4) Theme (5) Reality and Beauty of the scene (6) Narrator Standpoint (7) Conflict