The Impact of Cultural Code on Communication Promotion of Japanese Animation in the USA

Conference: The Kyoto Conference on Arts, Media & Culture (KAMC2022)
Title: The Impact of Cultural Code on Communication Promotion of Japanese Animation in the USA
Stream: Cultural Studies
Presentation Type: Live-Stream Presentation
Anastasiia Krutiakova, Saint Petersburg State University, Russia


The North American market of Japanese animation is the second largest after the domestic market. For the last 8 years, the anime market in the United States has shown record growth rates, which is related to the epistemological relevance of the study of the promotion of Japanese animation in the U.S. market. This leads to the fact that the studios are expanding their capabilities and looking for new ways to promote new products, which determines the pragmatical relevance of this study. The purpose of the research is to identify the influence of cultural characteristics on promotional campaigns of Japanese animation in the United States and determine the reasons for their effectiveness. The research was undertaken on the examples of the American promotional campaigns of Attack on Titan and Demon Slayer. The promotional materials that have been analyzed related to the content from streaming services (Crunchyroll, FUNimation), linear networks (Adult Swim), and anime events, both global such as Anime Expo, FunimationCon and organized by the studios. Furthermore, the research was conducted using materials from internet publishers such as CBR, Anime News Network, and ComicBook, and supported by data provided by analytical services such as Parrot Analytics. Methods that have been used during the research: synthesis and analysis, ideal-typical reconstruction of social reality, case study, non-formalized content analysis method, and indirect analysis of expert statements. As a result of the research, the following conclusions were drawn: regardless of the consolidation of the international animation society, in modern realities, it is still crucial to take audience’s cultural background into the consideration and thoroughly calculate the promotion strategy when launching new products. It would help minimize the risks and avoid serious losses both in terms of profit and reputation.

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