Cultural proximity and reflexivity in interpreting transnational media texts: The case of Malaysians consuming Japanese popular culture

Yamato, E 2014, 'Cultural proximity and reflexivity in interpreting transnational media texts: The case of Malaysians consuming Japanese popular culture', Qualitative Report, vol. 19, no. 47, pp. 1-20.


Document type: Journal Article
Collection: Journal Articles

Title Cultural proximity and reflexivity in interpreting transnational media texts: The case of Malaysians consuming Japanese popular culture
Author(s) Yamato, E
Year 2014
Journal name Qualitative Report
Volume number 19
Issue number 47
Start page 1
End page 20
Total pages 20
Publisher Nova Southeastern University
Abstract Television programs such as animation and drama series from Japan have become common transnational products in Malaysia. Since studies on Malaysians who consume Japanese popular culture are lacking even a decade after its substantial rise in popularity, this qualitative study was designed to explore the media consumption of Japanese popular culture in Malaysia. In this article I examined how Malaysians are interpreting their favorite media texts from Japan specifically revisiting the concepts of "cultural proximity" and "reflexivity" suggested in the other studies of Japanese popular culture and the audience. I conducted in-depth interviews with 12 participants who have been consuming various Japanese popular cultural products over the years, and thematically analyzed transcribed audio-recordings of the interviews. Individual proximity in the particular life stage was found in their favorite media texts, and that was a part of their pleasure in addition to enjoying encountering foreignness, which they did not find or accept in their real lives. Transnational media texts of Japanese popular culture are suggested to be potential materials to reflect upon and discuss the individual proximity in people, social issues, or phenomenon rather than essential "culture" which is often associated with national or ethnic origin.
Subject Communication and Media Studies not elsewhere classified
Cultural Studies not elsewhere classified
Globalisation and Culture
Keyword(s) Cultural proximity
Interview-based qualitative research
Japanese popular culture
Malaysian
Reflexivity
Transnational media text
Copyright notice © 2014: Eriko Yamato and Nova Southeastern University. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.
ISSN 1052-0147
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