A short PowerPoint presentation showcased at the 1st National Communication Research Conference (NCRC)in January 14, 2012 at the University of the Philippines\' Mass Communication Building. This presentation helped me and my fellow authors, Larize G. Lee and Gina Margarita D.L. Cabildo bag the award and bring our alma mater, Miriam College, recognition.

1. The Otakus who Walk Among Us
A Study on the Experiences of Young
Filipinos on Japanese Pop Culture

3. THE PROBLEM
How do young Filipino otakus
experience Japanese pop
culture such as anime and
manga?

4. General Objectives
To determine the manner with
which young Filipino otakus
experience anime and manga
as components of Japanese
pop culture

5. Specific Objectives
• To find out the average
demographics and profiles of
Filipino youth (otaku) who are into
Japanese pop culture
• To discover how much media
contributes in terms of spreading
foreign culture

6. Specific Objectives
cont...
• To discover other influences of
anime and manga to young Filipinos
through its messages
• To know if Japanese pop culture
impacts the youth in the sense that
they want to change certain aspects
of their lifestyle

7. Specific Objectives
cont...
• To determine the factors that
influence the Filipino youth into
being interested in Japanese pop
culture
• To classify the Filipino youth under
on of the types of adopters of
Japanese pop culture

9. Diffusion of Innovations
Theory
• Developed in 1955
• by Everett Rogers

10. Diffusion of Innovations
Theory
• consists of four stages:
– Invention
– Diffusion
– communication
– Time
– consequences

11. Diffusion of Innovations
Theory
• Adopters are classified into 5
types:
– Innovators
– Early Adopters
– Early Majority
– Late Majority
– Laggards

13. Conceptual Framework
• Has a strong relevance to the study
• Thoroughly describes the phases of
influence of japanese pop culture on
its subjects

14. Conceptual Framework
• Discusses the different degrees of
willingness to adopt the pop
culture
• Though in passing, does not
disregard discontinuance and shifts
in interest in adopting a pop culture

17. Method
• triangulation approach
• quantitative and qualitative
research processes
• exploratory type of research
design

18. Procedures
• Distribution of Survey
Questionnaires
• Facilitating Focus Group Discussions
• Conducting Interviews

19. Participants
• Sample
– 16 - 21 year old otakus
– 108 participants for the survey
– 10 participants for the FGD
– 2 interviewees
• Sampling Technique
– Purposive Sampling

20. Participants
cont...
• Locale
– Otaku Expo Reload
– UP AME Now Playing: AME Track 10:
Rhapsody in the Rain

21. Instruments
cont...
• Survey Questionnaire
– Yes/No
– Multiple Choice
– One Enumeration Type
– Self Rating

22. Instruments
cont...
• Focus Group Discussion Guide
– Segment I: Introduction
– Segment II: General Questions
– Segment III: Adopter-Specific Inquiries
– Segment IV: Conclusion

23. Instruments
cont...
• Interview Guide
– Point-of-View of Organizers
– Experiences
– Reasons or Goals

24. Data Analysis
• Tally and Tabulation of results
• Note-taking and Transcription of
FGDs
• Data gathered aligned and
correlated with Review of Related
Literature

26. Statistics
• Mean age
– participants mostly fell into the age
range of 16 - 18 years old
• Female to Male ratio
– Number of male cosplayers is greater
than number of female cosplayers

27. Statistics
cont...
• Status
– More private schooled students have
the capacity to attend conventions
• Area Proximity
– Mostly in Metro Manila but
considerations were also given to the
location of the convention

28. Statistics
cont...
• Work Experience
– Background of the event organizers (i.e.
length of stay in the organization,
nature of work)

29. Media, the Bandwagon of
Pop Culture
• The existence of media and its use as
a vehicle which transports pop
culture from one place to another
(Manzenreiter, 2002)
• The accessibility of popular culture
through its primary forms or new
media (“Anime”, n.d.)

30. Pop Culture Messages of
Influence
• Anime and manga allow
opportunities for personal
interpretation
• Through various studies, it has been
verified that anime and manga are
carriers of Japan’s culture
• The otaku subculture has been
recognized as a phenomenon

31. Impacts of Japanese Pop
Culture
• Unique lifestyle of the otaku
• Improved interaction with otakus
and non-otakus which arise from
life lessons picked up from anime
and manga

32. Impacts of Japanese Pop
Culture
• Inclination to learn more about
Japan
• Appeal and preference for Japanese
fashion
• Desire to cosplay

33. Other Factors for Young
Filipino’s Interest in Japanese
Pop Culture
• Manipulation of actual events within
anime and manga
• The creative display of expression
and the unique portrayal of
characters

34. Other Factors for Young
Filipino’s Interest in Japanese
Pop Culture
• Empathy for the characters
• Life lessons learned
• Wider range of audience who can
enjoy Japanese pop culture

35. Types of Adopters
• Length and Frequency of Exposure
• Conviction and Pride
• Self-rating

37. Conclusions
• Young Filipinos experience Japanese
pop culture by exposing themselves
to anime and manga
• Anime and manga received
positively
• Anime and manga is not a threat to
the youth’s sense of nationalism

38. Recommendation
• Other forms of pop culture from
other countries should be delved
into
• Further studies on how pop culture
can help in promoting other
materials (i.e. Filipino komiks)

39. Recommendation
cont...
• Content analysis of popular anime
or manga to see how much is
reflective of Japan

41. 終わり