Kawaii: Subverzivna estetika ,,ljupkosti'' u japanskoj popularnoj kulturi

master's thesis

• Title (english): Kawaii: Subversive Aesthetic of ,,Cuteness'' in Japanese Popular Culture
• Author: Zrina Posavec
• Mentor: Goran Sunajko (mentor)
• Committee member: Goran Kardaš (predsjednik povjerenstva)
• Committee member: Goran Sunajko (član povjerenstva)
• Committee member: Matija Vigato (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Philosophy); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philosophy; Esthetics

Abstract

Popularna kultura Japana kao kulturne supersile danas je utjecajna u mnogim dijelovima svijeta. Jedna od njenih najprepoznatljivijih manifestacija zasigurno je kawaii estetika i kultura ,,ljupkosti’’ koja obuhvaća čitav spektar umjetničkih izražaja, od animiranih likova i modnih stilova do kućnih i drugih svakodnevnih predmeta dizajniranih u kawaii duhu. Ovi svakodnevni ljupki objekti karakterizirani su ambivalentnošću kao proizvodi potrošačke kulture poslijeratnog kasnog kapitalizma, koji svojim značajkama ranjivosti, nemoći, jednostavnosti i pasivnosti pobuđuju osjećaje kako nježnosti, tako i agresije. Dualna priroda ljupkosti otvara mogućnost za sukladno tome dvostruku interpretaciju kawaii estetike kao subverzivne, odnosno lažno subverzivne sile. S jedne strane, kawaii kao izražaj ranjivosti, nježnosti i sreće histeričan je ali revolucionaran čin suprotstavljen očekivanjima tradicionalnog društva, koji se opire represivnom ideološkom aparatu države. S druge strane, lažnost subverzivnosti kawaii estetike razotkriva se u njenom tumačenju kao oruđa iste vladajuće ideologije koja kroz komercijalizaciju i komodifikaciju ljupkog objekta kao objekta želje, maskira opresivne tradicionalne vrijednosti i japanske korporativne kulture.

Abstract (english)

The popular culture of Japan as a cultural superpower is influential in many parts of the world today. One of its most recognizable manifestations is certainly the kawaii aesthetics and culture of "cuteness", which encompasses the entire spectrum of artistic expressions, from animated characters and fashion styles to household and other everyday items designed in the spirit of kawaii. These everyday cute objects are characterized by ambivalence as products of the consumer culture of post-war late capitalism, which with their features of vulnerability, powerlessness, simplicity and passivity evoke feelings of both tenderness and aggression. The dual nature of cuteness opens the possibility for a correspondingly double interpretation of kawaii aesthetics as a subversive or falsely subversive force. On the one hand, kawaii as an expression of vulnerability, tenderness and happiness is a hysterical but revolutionary act opposed to the expectations of traditional society, which resists the repressive ideological apparatus of the state. On the other hand, the falsity of the subversiveness of kawaii aesthetics is exposed in its interpretation as a tool of the same ruling ideology which, through the commercialization and commodification of the cute object as an object of desire, masks oppressive traditional values and those of corporate Japanese culture.

• Keywords: kawaii; popularna kultura; soft power; modernizacija; Japan; estetsko iskustvo; ljupki objekt; kritika ideologije
• Keywords (english): kawaii; popular culture; soft power; modernization; Japan; aesthetic experience; cute object; critique of ideology
• Language: croatian
• URN:NBN: urn:nbn:hr:131:742287
• Study programme: Title: Philosophy (double major); specializations in: Teaching, Research; Course: Teaching; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra filozofije (magistar/magistra filozofije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-10-05 13:22:48