Abstract

This article is devoted to the study of the problem of the influence of anime on the identity of the younger generation. Anime is an important problem not only for Japanese society, as it has been developed within the country for a long time, but also occupies a certain place in the cultural space of the world during the period of globalization, shaping the self-awareness of adolescents. The aim of the study is to determine the influence of anime and manga on the identity of Kazakhstani youth. Research objectives: To identify the motivational factors of the anime and manga storyline; characterize the values ​​of anime and manga; assess the degree of influence of anime and manga on Kazakh teenagers.

The study focuses on the plot of anime and manga as a means of motivating the younger generation. The potential of Japanese animation in modern pop culture and multiculturalism is determined. As a result of a sociological survey, the effect of anime and manga as an extraordinary approach to educating young people was revealed. We found out that anime inspires and encourages viewers to pursue their dreams. We clarified which characters leave a special imprint in the mind of a teenager. In fact, anime is the digital media language of today's youth. Anime forms the otaku subculture, where teenagers discuss their favorite animated series, this is the language of communication in the context of globalization.

Key words: anime, manga, comics, self-esteem, identification, respondents, motivation, meta-identity.