A JAPÁN ANIME EURÓPAI KULTURÁLIS KONTEXTUSBAN
JAPANESE ANIME IN EUROPEAN CULTURAL CONTEXT

Author(s): Erika Bence, Illés Zámbó
Subject(s): Social Sciences, Education, Psychology, Communication studies, Sociology
Published by: Scientia Kiadó
Keywords: anime; generation Z; digital technology;
Summary/Abstract: The phenomenon of the Japanese Anime emerged in the discourse of the working group formed for the purposes of the preparation of the curriculum for teaching grammar and literature in Hungarian secondary schools in Vojvodina as a topic that could interest and address generation Z, as called in generational marketing, whose members will study in line with the educational models laid down here and thus. This generation, called “digital natives” by Marc Prensky (1946), encompasses people born in the late 1990s or later, whose lives are shaped by the development of digital technologies, unimaginable without the use of mobile phones and other digital communication devices. It is for this reason that the structures that guide education policy should either accept this direction, or we shall completely fail in raising, educating, and training this given generation. Therefore, we need to understand this concept of the world and its phenomena, which are primarily based on visual representations such as Anime, the subject of our study. In the course of our research, we have analysed and interpreted several Anime series on various themes, and then sought to find answers to the question of how it is possible and what motifs and meanings lead to a phenomenon from a rather distant culture to become so popular, appealing, and a model of behaviour and worldviews, even among young people brought up in European traditions.

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