Philippines: Overlooked by Soft Power and Media Mix

Studies on the success of Japanese popular culture overseas, particularly anime and manga have often been linked to Japan's soft power or more recently, with Japanese industries’ media mix in cultural studies. However, in both cases, the emphasis is on Japan's active involvement in the pro...

Full description

Saved in:
Bibliographic Details
Main Authors: Fondevilla, Herb L, Cheng Chua, Karl Ian Uy
Format: text
Published: Archīum Ateneo 2021
Subjects:
Online Access:https://archium.ateneo.edu/japanese-studies-program-faculty/4
https://www.routledge.com/Japanese-Animation-in-Asia-Transnational-Industry-Audiences-and-Success/Pellitteri-Heung-wah/p/book/9781138566460
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Ateneo De Manila University
id ph-ateneo-arc.japanese-studies-program-faculty-1002
record_format eprints
spelling ph-ateneo-arc.japanese-studies-program-faculty-10022022-04-06T16:42:18Z Philippines: Overlooked by Soft Power and Media Mix Fondevilla, Herb L Cheng Chua, Karl Ian Uy Studies on the success of Japanese popular culture overseas, particularly anime and manga have often been linked to Japan's soft power or more recently, with Japanese industries’ media mix in cultural studies. However, in both cases, the emphasis is on Japan's active involvement in the promotion of popular culture abroad. Furthermore, the role of the consuming country is subsumed to be a mere recipient. This chapter presents an alternative perspective by highlighting how the consuming country, its industry and its consumers played active roles in the importation of Japanese popular culture content and merchandise through legal/illegal means. To highlight this phenomenon, the case study of the Philippines will be presented, beginning with the importation of Chōdenji Machine Voltes V or Voltes V in the 1970s by the television network GMA-7, in search for cheap content to fill its programming. Commercial venues which can distribute merchandise, such as Kinokuniya and Animate and anime conventions, did not exist in the country until the year 2000, despite their presence in other Southeast Asian countries such as Singapore, Malaysia, Thailand, and Indonesia. This proves that in the Philippines, a different pathway was followed throughout which anime became ubiquitous in the country. 2021-01-01T08:00:00Z text https://archium.ateneo.edu/japanese-studies-program-faculty/4 https://www.routledge.com/Japanese-Animation-in-Asia-Transnational-Industry-Audiences-and-Success/Pellitteri-Heung-wah/p/book/9781138566460 Japanese Studies Program Faculty Publications Archīum Ateneo Communication Technology and New Media International and Intercultural Communication Japanese Studies South and Southeast Asian Languages and Societies Television
institution Ateneo De Manila University
building Ateneo De Manila University Library
continent Asia
country Philippines
Philippines
content_provider Ateneo De Manila University Library
collection archium.Ateneo Institutional Repository
topic Communication Technology and New Media
International and Intercultural Communication
Japanese Studies
South and Southeast Asian Languages and Societies
Television
spellingShingle Communication Technology and New Media
International and Intercultural Communication
Japanese Studies
South and Southeast Asian Languages and Societies
Television
Fondevilla, Herb L
Cheng Chua, Karl Ian Uy
Philippines: Overlooked by Soft Power and Media Mix
description Studies on the success of Japanese popular culture overseas, particularly anime and manga have often been linked to Japan's soft power or more recently, with Japanese industries’ media mix in cultural studies. However, in both cases, the emphasis is on Japan's active involvement in the promotion of popular culture abroad. Furthermore, the role of the consuming country is subsumed to be a mere recipient. This chapter presents an alternative perspective by highlighting how the consuming country, its industry and its consumers played active roles in the importation of Japanese popular culture content and merchandise through legal/illegal means. To highlight this phenomenon, the case study of the Philippines will be presented, beginning with the importation of Chōdenji Machine Voltes V or Voltes V in the 1970s by the television network GMA-7, in search for cheap content to fill its programming. Commercial venues which can distribute merchandise, such as Kinokuniya and Animate and anime conventions, did not exist in the country until the year 2000, despite their presence in other Southeast Asian countries such as Singapore, Malaysia, Thailand, and Indonesia. This proves that in the Philippines, a different pathway was followed throughout which anime became ubiquitous in the country.
format text
author Fondevilla, Herb L
Cheng Chua, Karl Ian Uy
author_facet Fondevilla, Herb L
Cheng Chua, Karl Ian Uy
author_sort Fondevilla, Herb L
title Philippines: Overlooked by Soft Power and Media Mix
title_short Philippines: Overlooked by Soft Power and Media Mix
title_full Philippines: Overlooked by Soft Power and Media Mix
title_fullStr Philippines: Overlooked by Soft Power and Media Mix
title_full_unstemmed Philippines: Overlooked by Soft Power and Media Mix
title_sort philippines: overlooked by soft power and media mix
publisher Archīum Ateneo
publishDate 2021
url https://archium.ateneo.edu/japanese-studies-program-faculty/4
https://www.routledge.com/Japanese-Animation-in-Asia-Transnational-Industry-Audiences-and-Success/Pellitteri-Heung-wah/p/book/9781138566460
_version_ 1768028976443293696