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3 - Kawaii in the Semiotic Landscape
Lionel Wee, National University of Singapore, Robbie B. H. Goh, National University of Singapore
Book:

Language, Space and Cultural Play

Published online:

30 October 2019

Print publication:

24 October 2019, pp 34-53
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Summary

Chapter 3 illustrates what might be considered a relatively transparent attempt at regulating affect: the use of figures that are considered kawaii, a Japanese term meaning ‘cute’ or ‘adorable’. An examination of how kawaii figures are employed by various municipal authorities in Tokyo brings to light just how affect works when linguistic and non-linguistic modalities are combined. The use of kawaii in public signage, especially in the form of cartoon figures, brings to light and helps exemplify Ahmed’s (2004a, b) claim that affect circulates via the use of characters that tend to evoke specific cultural stereotypes.