East meets west : a Maltese perspective of gender stereotypes in Japanese manga and anime : a qualitative study

Abstract

This study explores the world of comics and animation, particularly Japanese Manga comics and Anime. The literature review highlights the role of comics and animation as potential vessels of ideology. Also, it points out the cultural differences that can be observed between Eastern and Western comics and animated cartoons. A qualitative study based on focus groups exposed to excerpts of Manga and Anime, seeks to understand the viewpoints of Maltese participants about the stereotypical representation of males and females in both media. The results of the enquiry suggest that the Western cultural filter adopted since the early stages of socialisation is ultimately the crucial factor that predetermines the perceptions of the participants. This filter is most evident in the participants' assumptions regarding the power relations between men and women present in the different cultures under study: the individualism in the West as opposed to collectivism and tradition in the East.