Advertisement

Asia Europe Journal

, Volume 5, Issue 4, pp 519–528 | Cite as

Ignoring Hello Kitty: globalization and resistance in Austria

  • Amy T. Y. Lai
Original Paper

Abstract

This essay studies the processes of globalization and resistance in Austria by using the Japanese cartoon character, Hello Kitty, as a case study. Bringing in a number of significant researches on this cartoon character, it targets the “hybridization” process involved in the Hello Kitty Magazine, a major form of publicity in the country, before moving onto actual reception of the character in Austria, which has apparently taken the form of “resistance”. As such, the essay fills the gap in current researches on globalization in Austrian studies, which mainly focus on Americanization but not Japanization, as well as supplements Kinsella’s influential essay on the Japanization of European youths, which focuses on the United Kingdom, but not the rest of Europe.

Keywords

Teenage Girl Cartoon Character Cultural Consumption European Youth Cute Movement 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Allison A (2006) Millennial monsters: Japanese toys and the global imagination. University of California Press, BerkeleyGoogle Scholar
  2. Belson K, Bremner B (2003) Hello kitty: the remarkable story of sanrio and the billion dollar feline phenomenon. John Wiley & Sons, New YorkGoogle Scholar
  3. Bernold M (2003) Belonging to a never-never land? Television and consumer modernity in postwar Austria. In: Bishop G, Pelinka A (eds) The Americanization/ westernization of Austria. Transaction Publishers, New Brunswick, London, pp 112–121Google Scholar
  4. Bishof G (2003) Introduction: Austria in McWorld. In: Bishop G, Pelinka A (eds) The Americanization / westernization of Austria. Transaction Publishers New Brunswick, London, pp 1–17Google Scholar
  5. Diddl and Friends (Official Online Store), http://diddlandfriends.com/
  6. Diddl’s Cheese Page (Official Website), http://diddl.com
  7. Hainzl C (2003) American painting: The New York museum of modern art’s international program in Austria. In: Bishop G, Pelinka A (eds) The Americanization/westernization of Austria. Transaction Publishers, New Brunswick, London, pp 139–152Google Scholar
  8. Kecht M (2003) Wo ist Daheim?—America in narrative identity constructions of contemporary Austrian literature. In: Bishop G, Pelinka A (eds) The Americanization/ Westernization of Austria. New Brunswick, London: Transaction Publishers, pp 153–169Google Scholar
  9. Kinsella S (1998) Japanization of European youth (Originally published in Italian in Nightwave. In: Branzaglia C (ed), Milan: Costa & Nolan, English version available on http://www.kinsellaresearch.com/Japanization.html
  10. Yu-fen K (2000) Hello Kitty and identity politics in Taiwan. Conference paper at remapping Taiwan, UCLA, 13–15 Oct 2000Google Scholar
  11. Lai ATY (2005) Consuming Hello Kitty: Tween icon, sexy cute, and the changing meaning of childhood. In: Mitchell C, Walsh JR (eds) Seven going on seventeen: tween studies in the culture of girlhood. Peter Lang, New York, pp 242–256Google Scholar
  12. Lai, Amy TY (2007) “Becoming Hello Kitty: a Deleuzian Study”, International Journal of Media and Cultural Politics, 4.1 (Spring 2008)Google Scholar
  13. Sanrio Europe (Official Hello Kitty Website for Europe), http://www.sanrioeurope.com
  14. Sanrio.co.jp (Official Sanrio Website), http://www.sanrio.co.jp
  15. Sanrio.com (Official Sanrio Website for the U.S.), http://www.sanrio.com
  16. Simonc. (2000), “The Strawberry News”, Everything@everything2.com, 25 August 2000, http://www.everything2.com/index.pl?node_id=719722
  17. Thurnher A (2003) The Americanization of Vienna. In: Bishop G, Pelinka A (eds) The Americanization/westernization of Austria, Transaction Publishers, New Brunswick, London, pp 29–37Google Scholar
  18. Yano CR (2004) Kitty litter: Japanese cute at home and abroad. In: Goldstein J, Buckingham D, Brougère G (eds) Toys, games and media. L. Erlbaum Associates, New Jersey, pp 55–72Google Scholar

Copyright information

© Springer-Verlag 2007

Authors and Affiliations

  1. 1.University of ViennaViennaAustria

Personalised recommendations