Globalization in Different Directions - Glocalization and Cultural Distances between Otaku Cultures in Different Regions

Aug 22, 2026

Globalization reshapes cultural diffusion, with Western media often assumed to dominate worldwide spread. This study examines a counter-trend: how Japanese anime and manga circulate through otaku culture across regions. It addresses gaps in prior work that treat otaku industries as a whole and overlook fan communities and online spaces. Using content analysis and online interviews with Taiwanese and American otaku, the research shows both strong globalizing effects and region-specific glocalization shaped by cultural distance and local contexts.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages47

Reading Time1 h 58 min

AccessFree to download

Introduction

Otaku Culture

Theoretical Review

Globalization and Glocalization

Otaku Research in Cultural Studies

Research Framework

Methods

Data and Descriptive Results

Internet: the Power of Globalization?

Taiwanese Otaku

American Otaku

Otaku from Other Areas

Discussion and Conclusion

Further Discussion

Appendix

Appendix A: Coding book for content analysis

Appendix B: Interview Format (English Version)

Appendix C: Interview Format (Chinese Version)

Appendix D: Data for Analysis

Reference

Globalization in Different Directions: Glocalization and Cultural Distances between Otaku Cultures in Different Regions Kuei-Chuan Liu Abstract Globalization is a crucial issue in the modern world. Western culture is the dominant power and spreads toward other areas. However, Japanese anime and manga, or otaku culture, show a reverse trend of global diffusion. How anime and manga spread globally is the main concern of this research. Existing research usually regarded otaku industries as a whole, omitting the power of fan communities and their roles during global diffusion. Moreover, most studies did not pay attention to online otaku community, which is a crucial space for modern otaku. The aim of this research is to explore how cultural distance and local contexts affect globalization of otaku culture, leading to glocalization in local practices. This research uses content analysis and online interview as its research method. Two groups are selected: Taiwanese and American otaku. The research results reveal two things. On the one hand, globalization presents strong power in the diffusion of otaku culture, affecting entertainment consumption and stigmas toward otaku. On the other hand, cultural distance and local contexts affect otaku local practices in different regions, creating different behavior both online and offline. The results show that the spread process of otaku culture is indeed the mixture of globalization and glocalization and researchers should not omit either of them. Key Words: cultural distance, globalization, glocalization, otaku, otaku culture Table of Contents Introduction ..............................................................................................................................3 Otaku Culture .........................................................................................................................5 Theoretical Review ...................................................................................................................8 Globalization and Glocalization .............................................................................................8 Otaku Research in Cultural Studies...................................................................................... 11 Research Framework .............................................................................................................14 Methods ...................................................................................................................................16 Data and Descriptive Results.................................................................................................18 Internet: the Power of Globalization? ..................................................................................21 Taiwanese Otaku: Highly Influenced Culture and Strong Identity ..................................25 American Otaku: Low Permeation and Individualistic Community ................................28 Otaku from Other Areas: Mix of American Style and Local Contexts .............................32 Discussion and Conclusion.....................................................................................................34 Further Discussion .................................................................................................................36 Appendix Appendix A: Coding book for content analysis ...................................................................38 Appendix B: Interview Format (English Version) ...............................................................39 Appendix C: Interview Format (Chinese Version)...............................................................41 Appendix D: Data for Analysis ............................................................................................43 Reference .................................................................................................................

FAQs

What main trend does the research investigate in the diffusion of otaku culture?

The study examines a reverse trend to Western-dominant globalization: Japanese anime and manga spread globally through otaku culture rather than only following one-direction Western diffusion.

Why does the study focus on fan communities and online otaku spaces?

Prior research often omits the role of fan communities and does not pay enough attention to online otaku communities, which are presented as a crucial space for modern diffusion.

How do cultural distance and local context affect otaku practices across regions?

Cultural distance and local contexts shape different online and offline behaviors, leading to distinct local practices and producing glocalization alongside globalization.

Aug 22, 2026

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