Decoding Soft Power: Content Analysis of Japanese Anime and Its Cultural Influence on Bangladeshi Youth

The anime of Japan has become a major cultural export to the outside world, and a major source of soft power, where young people, outside Japan, are being influenced by the anime in terms of values, aesthetics and even social norms (Joseph, n.d.; McGray, 2002a). This paper discusses the role of anime as soft power among the young people of Bangladesh in terms of their exposure to anime materials and its influence on their cultural orientation, sense of identity and their practices. A qualitative research design was adopted where content analysis of the Demon Slayer: Infinity Castle Arc and the Chainsaw Man: Reze Arc was used alongside focus group discussions to determine how convergent media platforms assist in exposure and interaction. The results have shown that the characteristic visual image, emotional narrative, the intricacy of morality, and multicultural clues of anime appeal to young viewers and encourage them to engage in cosplay, art, and fan groups. Recurring media exposure and fan culture also transfer elements of Japanese social values, language and lifestyle onto participants and therefore it can be argued that the cultural influence of anime has a spill over into individual and social identity formation. Although the past literature has already focused on the economic and entertainment aspects of anime, especially consumer behavior and merchandise trends (Shi, 2024). This paper points to the daily cultural adoption and soft power implications in a South Asian environment, an area, which has not been examined before. Such lessons can be added to the knowledge of how popular media within the framework of convergent platforms, not only contributes to the cultural attraction and soft power but also the role of such media in shaping cultural attraction and soft power outside the conventional diplomatic processes.