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内容简介:
In Pink Globalization, Christine Yano examines the creation and rise of Hello Kitty as a part of Japanese Cute-Cool culture. Yano argues that the international popularity of Hello Kitty is one aspect of what she calls pink globalization – the spread of goods and images labelled cute (kawaii) from Japan to other parts of the industrial world. The concept of pink globalization connects the expansion of Japanese companies to overseas markets, enhanced distribution of Japanese products, and the rise of Japan’s national cool (as suggested by the spread of manga and anime). She analyses the changing complex of relations and identities surrounding the global reach of Hello Kitty’s cute culture, discussing the responses of both ardent fans and virulent detractors. Through interviews, Yano shows how consumers use this iconic cat to negotiate gender, nostalgia, and national identity. She demonstrates that pink globalization allows the foreign to become familiar as it brings together the intimacy of cute and the distance of cool. Hello Kitty and her entourage of marketers and consumers assert a new global wink that nods giddily to innocence, sexuality, irony, sophistication, and even sheer happiness. Yano reveals the edgy power in this wink and the ways it can overturn, or at least, challenge power structures.
作者简介:
Preface and Acknowledgments. Grabbing the Cat by Its Tail, or How the Cat Grabbed Me
Introduction. Kitty—Japan—Global
1. Kitty at Home: Kawaii Culture and the Kyarakuta Business
2. Marketing Global Kitty: Strategies to Sell Friendship and “Happiness”
3. Global Kitty: Here, There, and Nearly Everywhere
4. Kitty Backlash: What’s Wrong with Cute?
5. Kitty Subversions: Pink as the New Black
6. Playing with Kitty: Serious Art in Surprising Places
7. Japan’s Cute-Cool as Global Wink
Appendix 1. Sanrio and Hello Kitty Timeline
Appendix 2. Artists in Sanrio’s Hello Kitty Thirtieth Anniversary Exhibit and Catalogue
Notes
References
Index
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原文摘录: