Communicating Japan's Identity : Popular Films and Soft Power

The transnational exchange of entertainment content is considered an integral part in the continuing efforts of Japanese government to improve its image globally through what is considered the fourth dimension of international relations - after diplomacy, military influence and economic affairs: communications. During the past decade Japan has been making a significant progress in international distribution of film - especially anime, and the government has been strategically utilizing the “Japanese Cool” in an attempt to strengthen the country's soft power reach. This article utilizes thematic analysis to examine the contents of the most successful Japanese films and anime in the past ten years. It contrasts their messages and themes, identifies common popularity patterns and evaluates their soft power potential in relation to government policies. Findings suggest that even though newer films are not as “culturally odorless,” as some scholars claimed in the early 2000’s, they still tend to be fairly ambiguous and lacking appropriate incentives from the policymakers seeking to enhance Japan’s soft power capabilities. The article further gives practical suggestions in designing future soft power strategies in film and highlights some the biggest challenges.