How the Japanese Term Kawaii Is Perceived Outside of Japan: A Study in Israel
How the Japanese Term Kawaii Is Perceived Outside of Japan: A Study in Israel
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DOI：
10.1177/2158244019869904
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发表时间：
2019-07-01
期刊：
影响因子：
2
通讯作者：
Nittono, Hiroshi
中科院分区：
文献类型：
--
作者：
Lieber-Milo, Shiri;Nittono, Hiroshi
在日本，许多产品都具有小、圆、鲜艳的特点，而且可爱又甜蜜，简而言之就是kwaii(英文直译为“cute”)。多年来，卡哇伊商品的大规模生产进入了西方，最初是通过视觉媒体，后来是通过消费品。这种接触增加了年轻西方人对日本及其文化的兴趣，也增加了人们对kwaii等日语常用语的熟悉程度。这项研究阐明了非日本人，在这里是以色列人，是如何定义和对待卡哇伊这个词的。调查结果显示，相当多的受访者熟悉卡哇伊这个词，能够用自己的话来定义它，并对它持积极态度。本文为日本消费者相关文化和流行语在以色列的成功渗透提供了一些经验证据。
In Japan, many products contain the characteristics of small, round, bright colors, and are adorable and sweet, in short kawaii ("cute" in direct translation into English). Over the years, the mass production of kawaii goods has made its way to the West, initially through visual media and later on through consumption goods. This exposure has brought increased interest in Japan and its culture among young Westerners as well as a rise in familiarity with everyday Japanese words like kawaii. This study illuminates how non-Japanese people, in this case Israelis, define and treat the term kawaii. The results of the survey showed that a high number of respondents were familiar with the term kawaii, were able to define it in their own words, and had a positive approach toward it. This article provides some empirical evidence of a successful penetration of the Japanese consumer-related culture and popular words in Israel.