Pencitraan Merek Politik dalam Anime Demon Slayer dari Jepang di Korea Selatan Pada Pandangan Generasi Z

Margareta, Selly (2025) Pencitraan Merek Politik dalam Anime Demon Slayer dari Jepang di Korea Selatan Pada Pandangan Generasi Z. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Hubungan Jepang dan Korea Selatan masih diliputi ketegangan yang bersumber dari trauma sejarah kolonialisme Jepang atas Korea Selatan pada tahun 1910–1945, terutama terkait isu comfort women dan kerja paksa. Meskipun demikian, Generasi Z Korea Selatan menunjukkan sikap yang lebih terbuka terhadap budaya Jepang, khususnya dalam bentuk anime dan manga. Fenomena ini membuka peluang bagi Jepang untuk menggunakan strategi diplomasi budaya dalam memperbaiki citra politiknya di mata publik muda Korea Selatan. Penelitian ini bertujuan untuk menjelaskan bagaimana anime Demon Slayer digunakan sebagai alat pencitraan merek politik Jepang dalam membentuk persepsi positif Generasi Z Korea Selatan terhadap Jepang. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik studi pustaka dan analisis naratif terhadap respons sosial-budaya Gen Z Korea Selatan terhadap Demon Slayer. Penelitian ini dianalisis menggunakan teori soft power Joseph Nye, konsep diplomasi budaya, dan pencitraan merek politik (political branding). Tiga aspek utama dianalisis dalam penelitian ini, yaitu: (1) respons emosional Generasi Z terhadap anime Jepang, (2) pengaruh dinamika identitas budaya dan sejarah dalam penerimaan Demon Slayer, dan (3) kontribusi anime terhadap konstruksi citra politik Jepang. Hasil penelitian menunjukkan bahwa Demon Slayer tidak hanya populer sebagai hiburan, melainkan juga berhasil menanamkan nilai-nilai budaya Jepang seperti keberanian, pengorbanan, dan kerja keras. Nilai-nilai ini menciptakan resonansi emosional yang memperhalus citra Jepang di tengah ketegangan sejarah. Representasi budaya tradisional Jepang dalam Demon Slayer, seperti pakaian, simbol spiritual, dan visual estetika, turut membentuk persepsi positif terhadap Jepang. Pemerintah Jepang melalui program Cool Japan dan lembaga seperti Japan Foundation turut mendorong diseminasi budaya pop ini sebagai bagian dari diplomasi budaya yang terencana. Kesimpulannya, Demon Slayer berperan strategis dalam pencitraan merek politik Jepang di Korea Selatan, khususnya di kalangan Generasi Z. Melalui daya tarik budaya non-koersif, anime ini menjadi instrumen simbolik yang memperkuat komunikasi lintas budaya, membuka peluang rekonsiliasi sejarah, dan meningkatkan hubungan antarbangsa melalui kekuatan budaya populer./The relationship between Japan and South Korea remains strained due to unresolved historical traumas from Japan’s colonial rule over Korea between 1910 and 1945, particularly issues such as comfort women and forced labor. Despite this, South Korea’s Generation Z shows increasing openness toward Japanese popular culture, especially anime and manga. This phenomenon presents an opportunity for Japan to employ cultural diplomacy as a strategy to improve its political image among the South Korean youth. This study aims to analyze how the anime Demon Slayer functions as a tool of political brand imaging for Japan and contributes to shaping a more favorable perception of Japan in the eyes of Generation Z in South Korea.Using a descriptive qualitative approach, this research is based on literature studies and narrative analysis of Generation Z’s socio-cultural responses to Demon Slayer. The analysis draws upon Joseph Nye’s soft power theory, the concept of cultural diplomacy, and the framework of political branding. Three main aspects are examined: (1) the emotional responses of Generation Z to Japanese anime, (2) the influence of historical and cultural identity in the reception of Demon Slayer, and (3) the contribution of anime to constructing Japan’s political image.The findings indicate that Demon Slayer is not only appreciated as entertainment but also effectively conveys Japanese cultural values such as courage, sacrifice, and perseverance. These values foster emotional resonance, softening Japan’s image despite historical tensions. The traditional elements represented in the anime such as clothing, spiritual symbols, and visual aesthetics help cultivate a more positive cultural perception. The Japanese government, through initiatives like Cool Japan and institutions such as the Japan Foundation, actively supports the international dissemination of such content as part of its planned cultural diplomacy efforts.In conclusion, Demon Slayer plays a strategic role in Japan’s political brand imaging in South Korea, particularly among Generation Z. Through the non-coercive appeal of popular culture, this anime serves as a symbolic instrument that fosters cross-cultural understanding, opens space for historical reconciliation, and strengthens bilateral relations through the power of cultural diplomacy.

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