Maiko Mirage – Romanticizing Japan : Portrayal of femininity and depictions of Japan as soft power tools on NHK WORLD

Abstract

This thesis analyzes how certain types of femininity is portrayed in popular culture products utilized as cultural diplomacy tactics of soft power. The thesis also examines notions of nihonjinron and self-orientalism and how it is staged in popular culture products. The anime, Kiyo in Kyoto: From the Maiko House was chosen as dataset, due to it being originally broadcast on NHK WORLD, and its plot focusing on traditional Japan and its representation of girls. A thematic analysis was conducted by analyzing the anime script, images, and sound cues. Research found that the anime’s portrayal of girls and femininity to be highly linear in its duality and in tone with socially conservative gender roles, while at the same time utilizing the femininity performances in its depiction of Japan in an enticing and educating way meant to function as a soft tourism advertisement on the internationally-focused channel NHK WORLD. The anime functions as a soft power tool and a cultural diplomacy strategy in its significance of being broadcast on a Japanese quasi-governmental channel targeted an international audience depicting Japan and idealized conservative femininity performances in a highly romanticised light, thus hinting at both how the Japanese government wish to have Japan portrayed to the world, but also how patriarchal gender roles are still idealized.