Pokemon: Japan vs Western Audiences

Although Pokemon isn’t just a vastly successful globalized phenomenon it is a phenomenon originated in Japan evoking great national pride for the franchise as a whole but also through its golden child Pikachu a tiny yellow electric mouse and a house hold name throughout the world. The eastern worlds answer to Mickey Mouse, Pikachu is a fan favorite with almost its own media universe of itself. Home pride for a Japanese audience has lead for strong success merchandising everything from trading cards to clothing and food all emblazoned with Pikachu and Pokemon theming. ‘Pokemon is often referred to as a ‘craze’… It might more appropriately described, in anthropological terms, as a 'culture practice'. Pokemon is something you do. Not something you read watch or cosnsume’ (Buckingham, 2004). Whilst growing from strong Japanese roots in order to become the global success it is today Pokemon was subject to de-japanisation. Marketed in the west to a child audience many characteristics of Japanese culture needed to be removed. The main focal points of these were the de-sexualisation of young female characters and a toning down of the violence portrayed through battles furthering itself from themes of death and serious injury to Pokemon. The theme of death is something as a western culture we deem not age appropriate to a child audience, this is why during the television series and video

games you will find Pokemon always faint but are always easily recovered despite the magnitude of an attack they may have received during a battle. However this safety and tip toeing around sensitive issues is lost when we analyze predominantly Japanese texts such as in the manga. In a culture where Pokemon has a higher maturity in audience we see Pokemon killed by Pokemon and human alike. One particular sinister entry into the world of Pokemon is the in game descriptions of one Pokemon; Cubone (http://pokemondb.net/pokedex/cubone). Described in the Pokedex of the Gameboy Colours: Pokemon Yellow (1998) ‘Wears the skull of its deceased mother. Its cries echo inside the skull and come out as a sad melody.’ This kind of theme is something not often seen in the Western culture of childrens media as not to alienate its audience with topics to mature to handle at a younger age.