Anime are Japanese animated productions featuring hand-drawn or computer
animation. Being a shortened form of rōmaji animēshon, the word refers to all animation in Japan (Aeschliman, Bellaonline, 2007). Anime is circulated histrionically, by television and media broadcasts, directly to home and over the Internet. It is classified into numerous genres targeting a diverse and niche spectrum of viewership. Anime is an assorted art form with distinctive production methods and techniques that have improved over time in response to developing technologies. The Anime industry consists of over 430 production studios and has also seen international success after the rise of English-dubbed programming. Anime are usually classified by the demographic they are aimed at; such as kodomo (children's), shōjo (girls'), shounen (boys') and a diverse range of genres targeting an adult audience. Anime differs greatly from other forms of animation by its diverse art styles, methods of animation, its production, and its process.
Demonstrated by early commercially successful Western adaptations of Anime, such as Astro Boy, it can be observed that Anime has become commercially profitable in Western countries. Towards late nineteenth century, Westerners began expressing a particular interest towards Japan and its culture due to the growing exposure of Anime (Frey, & Fisher, 2004). Features like Cosplay, a portmanteau for "costume play", which is not unique to Anime have become popular in contests and masquerades at anime conventions. Otaku, originally a derogatory Japanese term is now commonly used in English to denote a fan of Anime and manga. Anime enthusiasts have produced fan fiction and fan art, including computer wallpaper and Anime music videos (Brenner & Robin, 2007).
When Anime is defined as a "style" rather than as a national product it leaves open the possibility of Anime being produced in other countries. The impact of Anime has spread internationally, especially in the western and South East Asian countries. It is common to come across privatized western adaptations of Japanese Anime, like in books, games, comics, apparel, and music and even in food. Today the Japanese Anime influence can be seen as some highly commercial profitable ventures in other countries. Fans beyond Japan often use some Japanese terms related to Anime. Although these words may have taken on different overtones nevertheless they are used commonly, for example, otaku.
Anime (including manga), has proven worldwide to be an art form that engages, influences and entertains millions of viewers, on par with other recreational media like books, television and the internet. It no longer remains obscure and reaches far beyond Japanese and Asian waters. The viewers of anime, not unlike TV watchers are varied and vast in gender, age and occupation. There are lots of reasons that this form of entertainment captures such a diverse audience. The chief among them being: the numerous genres of Anime like Romance, Slice of life, Tragedy, Horror, Psychological thriller, Sci-Fi etc. which have the potential to attract the attention of every crowd; the beautiful and exquisite art that is used in the making of an anime or a manga which is unique to Japan and its artistic prowess; the music incorporated in the episode popularly known as JPop or Japanese Pop; and more significantly, the exposure of Japanese lifestyle, culture and traditions that one is inadvertently privy to globally.
Anime like most other major art forms is unique and representative of the culture it originates from. Being highly famous for its vibrant depiction of the Japanese culture and lifestyle, millions of people have thus been influenced and informed of the same globally. This in turn influences the individual’s intelligence, knowledge and exposure of a particular culture.
Defined as an individual’s capability to function and manage effectively in culturally diverse settings, cultural intelligence (CQ) is a multidimensional construct targeted at situations involving cross-cultural interactions arising from differences in race, ethnicity, and nationality (Earley&Ang, 2003). It is consistent with Schmidt and Hunter’s definition of general intelligence as the ability to grasp and reason abstract concepts correctly (2000). Observers of the twentieth and the early twenty-first century note how the times today are distinguished by a extraordinary fervor for identity: identities formed around nation, community, religion, gender, ethnicity, race, sexuality and age; identities based on popular culture and its fluctuating sets of representational practices; identities made in relation to region and displacement, identities affiliated to fashion and new imagined lifestyles, to leisure and work, and to the mundane and the exotic, to ‘roots’ as well as ‘routes’ (Yon, 2000). Globalization may have made the world seem smaller and “flat” in many ways but the increasing cultural diversity creates challenges for individuals and organizations, making the world “not so flat” after all, Friedman (2005) commented. Earley and Ang developed the construct of cultural intelligence (CQ) based on contemporary theories of intelligence (Sternberg,1986). They hypothesized CQ as constituting of metacognitive, cognitive, motivational and behavioral dimensions with specific relevance to functioning in culturally diverse settings, applying Sternberg’s multiple-loci of intelligence (2003). The results demonstrate a unchanging structure of relationships where metacognitive CQ and cognitive CQ predicted cultural judgment and decision-making; behavioral and CQ meta- cognitive CQ predicted task performance and motivational CQ and behavioral CQ predicted cultural adaptation. While the quotient of cultural intelligence in indicative of one’s knowledge of a culture, in this case Japan’s, it is also seemingly pertinent to observe whether Anime or even the CQ of an individual affects their personal sense of global and local identity. Globalization, as defined by Malcolm Waters, is a social process in which the constraints of geography on economic, social, political and cultural arrangements recede, people become increasingly aware that they are receding and act accordingly (2001).
In broad usage, the term global (or world) citizenship typically defines a person who places their identity with a "global community" above their identity as a citizen of a particular nation or place (Israel &Ronald, 2012). The idea is that one’s identity transcends geography or political borders and that the universal human community is interdependent and whole; humankind is essentially one. This does not mean that such a person denounces their nationality or other local identities, but such identities are given "second place" to their membership in a global community. As scholars continue to discuss and theorize the effects of increasing globalization in the world, some psychologists have started to question its effects on people’s sense of identity (Jack & Lorbiecki, 2007; Kjeldgaard & Askegaard, 2006; Nett & Hayden, 2007). However, globalization could also turn out to be a double-edged sword for many people in the world owing to their deep-rooted sense of selves. As globalization gathers momentum, few people are immune to the force of becoming multicultural individuals. In many regions in the world, people are experiencing the so-called cultural shock on their own lands. Youth culture is highly globalized in many parts of the world. Not only are adolescents major consumers of global culture, they are sometimes advocates and creators of the global culture. Bennet points out that global youth culture usually becomes localized as adolescents in different parts of the world try to incorporate the global culture along with its symbols and meanings into their locality and everyday life (1999). Either “globalized” or “localized,” youth culture seems to have become an integral part of the discussion on globalization and global identity. Prolonged and interested audiences of anime thus gain an understanding, knowledge and awareness of Japan that they may not have been aware of. Many Japanese festivals like the cherry blossom festival, traditional dress like kimonos and yukatas and cuisine has gained immense popularity and attraction all over the world. The present study seeks to determine whether the regular viewers of Anime have a greater quotient of cultural intelligence than their non- Anime viewing counterparts. It also seeks to determine if an individual residing in an urban settlement and thereby privy to a greater blend of lifestyle and culture, is more likely to identify themselves as a global citizen as opposed to a local one than an individual residing in a semi urban settlements. As popular culture and media become ubiquitous in many contemporary contexts, the material products of media mixes take on salient roles in youths’ daily activities and social interactions (Black, 2009). Being an avid viewer of art forms like Anime, this hence serves as rationale to study the influence of Anime in young adults in urban and semi-urban settings.
Research Questions 1. Is there a difference between young adult Anime watchers and non-Anime watchers across urban and semi urban areas with respect to cultural intelligence and global identity? 2. Is there a relationship between cultural intelligence and global identity in young adult Anime and non- Anime watchers across urban and semi- urban areas?
Objectives 1. To observe whether there is an influence of viewership of Anime (viz., Anime watchers and non watchers) and the type of residence (viz., urban and semi-urban) on global identity (two dimensions viz., global identity and local identity) and cultural intelligence (four dimensions viz., metacognitive CQ, cognitive CQ, motivational CQ and behavioral CQ).
2. To observe whether there is any relationship between the four dimensions of cultural intelligence (viz., metacognitive CQ, cognitive CQ, motivational CQ, behavioral CQ) and two dimensions of global identity (viz., global identity and local identity) in young adult Anime watchers and non-Anime watchers across urban and semi-urban areas.
Hypotheses:
H1. There will be a significant difference between Anime and non- Anime watchers with respect to (a) the two dimensions of global identity (i) local identity (ii) global identity; (b) the four dimensions of cultural intelligence (i) metacognitive cultural intelligence (ii) cognitive cultural intelligence (iii) motivational cultural intelligence (iv) behavioral cultural intelligence.
H2. There will be a significant difference between urban and semi- urban residents with respect to (a) the two dimensions of global identity (i) local identity (ii) global identity; (b) the four dimensions of cultural intelligence (i) metacognitive cultural intelligence (ii) cognitive cultural intelligence (iii) motivational cultural intelligence (iv) behavioral cultural intelligence.
H3. There will be a significant interaction effect of the viewership of Anime (viz., Anime watchers and non watchers) and type of residence (viz., urban and semi- urban) on (a) the two dimensions of global identity (i) local identity (ii) global identity; and (b) the four dimensions of cultural intelligence (i) metacognitive cultural intelligence (ii) cognitive cultural intelligence (iii) motivational cultural intelligence (iv) behavioral cultural intelligence.
H4A. There will be a significant relationship between the dimension of global identity i.e. local identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in Anime watchers residing in urban areas.
H4B.There will be a significant relationship between the dimension of global identity i.e. local identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in Anime watchers residing in semi-urban areas.
H5A.There will be a significant relationship between the dimension of global identity i.e. global identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in Anime watchers residing in urban areas. H5B.There will be a significant relationship between the dimension of global identity i.e. global identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in Anime watchers residing in semi-urban areas. H6A. There will be a significant relationship between the dimension of global identity i.e. local identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in non- Anime watchers residing in urban areas. H6B. There will be a significant relationship between the dimension of global identity i.e. local identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in non- Anime watchers residing in semi-urban areas. H7A. There will be a significant relationship between the dimension of global identity i.e. global identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence (c) motivational cultural intelligence (d) behavioral cultural intelligence in non- Anime watchers residing in urban areas. H7B. There will be a significant relationship between the dimension of global identity i.e. global identity and (a) metacognitive cultural intelligence (b) cognitive cultural intelligence(c) motivational cultural intelligence (d) behavioral cultural intelligence in non- Anime watchers residing in semi-urban areas.
Method
The present study adopts a between groups design to observe whether there is a relationship between the two dimensions of Global Identity (viz., Local identity, global identity) and four dimensions of Cultural Intelligence (viz., metacognitve, cognitive, motivational, behavioral) between Anime watchers and non- Anime watchers across urban and semi-urban areas. This study also adopts a correlational design to determine whether there is correlation between the global identity and cultural intelligence among young adults with respect to viewership of Anime and the type of residence.
Sample
A non-probability purposive sampling method was used to select a sample of 300 young adults between the ages 18 and 22 years from undergraduate colleges and at ComicCons conducted at Delhi and Hyderabad. Out of the total sample, 152 were Anime watchers (77 urban and 75 semi urban residents) and 148 were non- Anime watchers (86 urban and 62 semi urban residents).
Inclusion criteria:
1. Age of the subjects: 18-22 years.
2. Residing in different cities and towns of India.
3. Subjects belonging to urban and semi-urban localities.
4. Either watching or not watching Anime.
Exclusion criteria:
1. Subjects claiming to only watch Anime like Pokemon, Doraemon and Shin Chan.
2. Foreign nationals.
3. Rural residents.
Instruments
Four questionnaires were used in this research. They were:
1. Information Schedule
Participants were asked to provide their gender, age, type of residence, education, family information (Parents’ education, socio-economic status, number of siblings), physical and psychological health of the respondents as well as their family members, and the like in writing, on the Information Schedule.
2. Screener
The participants were given a screener that aimed to distinguish whether they watch Anime (if yes, then the duration, the regularity of their viewership), if they regularly read books, watched foreign TV shows or visited various foreign countries.
3. Global Identity Survey (GIS) The Global Identity Survey was modeled after Phinney’sMultigroupEthinic Identity Measure (Phinney, 1992) and it was designed to assess the degree to which participants identified with either the local or global culture (GIS; Cheng, Briones, Caycedo, & Berman, 2008). Participants indicated their preference for their local culture or the global culture by choosing one of the five responses (Strongly Disagree, Disagree, Neutral, Agree, Strongly Agree) to 41 statements asking their attitudes and behaviors towards their local culture (e.g. I am very proud of my Indian heritage; I really have not spent much time trying to learn more about the Indian history, tradition, and customs) and the global culture (e.g. I am not attracted to other cultures or countries; I try to adopt the way people live in foreign cultures or countries). In the present study, the Cronbach’s alpha was .70 for the local subscale and .60 for the global subscale. To score the 41-item GIS, participant’s response to each question was transferred into a numerical score ranging from 1 to 5. A “total local identification score” was calculated by adding all the numerical scores on questions regarding the local culture, while a “total global identification score” was calculated based on questions regarding the global culture. In this study, we used 3.5 as our cut-off score (indicating an attitude between “Neutral” and “Agree”) to decide whether someone was high or low in either local or global identification.
4. Cultural Intelligence Scale (CQS) Ang and associates in 2007, and Van Dyne, Ang and Kohin 2008, initiated a series of studies to develop, validate and cross-validate the first Cultural Intelligence Scale- the 20 item CQS. The four factor model of Cultural Intelligence Scale consists of four dimensions: Metacognitive CQ- the aspect of CQ that refers to an individual’s level of conscious cultural awareness during cross-cultural interactions; Cognitive CQ-reflects the knowledge of norms, practices and conventions in different cultures; Motivational CQ – reflects the capability to direct attention and energy toward learning about and functioning in culturally diverse situations; Behavioral CQ – reflects an individual’s capability to exhibit appropriate verbal and nonverbal actions when interacting with people from different cultures. The 20 items retained with the strongest psychometric properties were four metacognitive CQ, six cognitive CQ, five motivational CQ and five behavioral CQ. Composite reliabilities of the scale exceeded 0.70 (metacognitive CQ=0.71, cognitive CQ=0.85, motivational CQ=0.75 and behavioral CQ=0.83) Fornell and Larcker, 1981). To score the 20-item CQS, participant’s response to each question was transferred into a numerical score ranging from 1 to 7.
Procedure After selecting the measures, arrangements were made for the preparation of data collection. The questionnaires and the Information Schedule were prepared and organized.The authorities of different colleges and ‘ComicCon’s: Hyderabad and New Delhi were contacted for permission regarding collection of data. The authorities of the colleges and the organizers who gave permission for data collection were contacted. The researcher visited the colleges and the conventions on the scheduled dates. Rapport was established with the young adults and they were made aware that their participation in the study was purely voluntary. They were assured of maintaining confidentiality throughout the study. The students who agreed to participate in the study were requested to sign an ‘Informed Consent Form’. After which, the Information Schedule was administered. There was no fixed time limit for any of the questionnaires. However, the participants were expected to complete the questionnaire in 30 minutes.
Statistical Analysis of Data
After completion of data collection, the responses were scored by hand according to the manuals. Then the statistical treatments of the scores were done. Means and Standard Deviations of the two dimensions of global identity and four dimensions of cultural intelligence were calculated for the total sample. Two-Way Analysis of Variance (ANOVA) was conducted for testing the difference between the variances of the groups of young adults categorized on the basis of viewership of Anime and the type of residence. Product Moment Correlation was computed to determine whether there was any significant correlation between the two dimensions of global identity and four dimensions of cultural intelligence.
Table 1 revealed that there is a significant interaction effect ofviewership of Anime and the type of residenceon the local identity dimension of Global Identity (F=5.72, p<0.05).
Table 1 revealed a significant difference between young adults from urban and semi urban areas with respect to the dimension of global identity (F=4.42, p<0.05). As is evident from the mean scores, the urban residents (M= 65.82) scored significantly higher than the semi urban residents (M=63.81) with respect to global identity. In other words, the urban residents were more globally assimilated while the semi urban residents were more locally encapsulated.
Additionally Table 1 indicated that there is a significant difference between Anime and non- Anime watchers with respect to the dimension of metacognitive Cultural Intelligence (CQ) (F=5.22, p<0.01). As is evident from the mean scores, the young adults who watch Anime (M=25.86) scored significantly higher than the ones who don't watch Anime (M=23.62) with respect to metacognitive CQ. In other words, the viewers of Anime have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds, than the ones who don't.
Moreover, the results in Table 1 reveal a significant difference between Anime and non- Anime watchers with respect to the dimension of cognitive Cultural Intelligence (CQ) (F=6.66, p<0.01). As is evident from the mean scores, the young adults who watch Anime (M=23.39) scored significantly higher than the ones who don't watch Anime (M=20.75) with respect to cognitive CQ. In other words, the viewers of Anime have a greater cultural knowledge of norms, practices and conventions in different cultural settings, than the ones who don't.
Furthermore, Table 1 indicated that there is a significant difference between Anime and non- Anime watchers with respect to the dimension of motivational Cultural Intelligence (CQ) (F=11.49, p<0.01). As is evident from the mean scores, the young adults who watch Anime (M=28.37) scored significantly higher than the ones who don't watch Anime (M=25.10) with respect to motivational CQ. In other words, the viewers of Anime have a greater capability to direct attention and energy toward cultural differences, than the ones who don't.
Lastly, Table 1 also revealed a significant difference between Anime and non- Anime watchers with respect to the dimension of behavioral Cultural Intelligence (CQ) (F=3.87, p<0.01). As is evident from the mean scores, the young adults who watch Anime (M=24.66) scored significantly higher than the ones who don't watch Anime (M=22.57) with respect to behavioral CQ. In other words, the viewers of Anime have a greater capability to exhibit appropriate verbal and non-verbal actions when interacting with people from different cultural backgrounds, than the ones who don't.
Thus, hypotheses H1 b, H2 a(ii) and H3 a(i) were accepted and hypotheses HI a(i, ii), H2 a(i) b and H3 a(ii) b were rejected.
Table 2 – Results of the Correlation between the dimensions of Cultural Intelligence (CQ) and the Global Identity in Anime and non- Anime watchers from urban and semi- urban areas.
Table 2 revealed significant positive correlations between Global identity and the dimension of metacognitive Cultural Intelligence (CQ) in viewers of Anime from urban areas (r=0.29, p<0.01). In other words, young adults with greater global identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesisH4B (a) was accepted.
Table 2 revealed that there is a significant positive correlation between Global identity and the dimension of cognitive Cultural Intelligence (CQ) in viewers of Anime from urban areas (r=0.34, p<0.01). In other words, young adults with greater global identity have a greater cultural knowledge of norms, practices and conventions in different cultural settings. Hence hypothesisH4B (b) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of motivational Cultural Intelligence (CQ) in viewers of Anime from urban areas (r=0.24, p<0.05). In other words, young adults with greater global identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H4B (c) was accepted.
Table 2 indicated that there is a significant positive correlation between Global identity and the dimension of behavioral Cultural Intelligence (CQ) in viewers of Anime from urban areas (r=0.28, p<0.05). In other words, young adults with greater global identity have a greater capability to exhibit appropriate verbal and non-verbal actions when interacting with people from different cultural backgrounds. Hence hypothesis H4B (d) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of metacognitive Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.41, p<0.01). In other words, young adults with greater local identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesis H5A (a) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of cognitive Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.42, p<0.01). In other words, young adults with greater local identity have a greater cultural knowledge of norms, practices and conventions in different cultural settings. Hence hypothesis H5A (b) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of motivational Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.41, p<0.01). In other words, young adults with greater local identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H5A (c) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of behavioral Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.41, p<0.01). In other words, young adults with greater local identity have a greater capability to exhibit appropriate verbal and non-verbal actions when interacting with people from different cultural backgrounds. Hence hypothesis H5A (d) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of metacognitive Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.42, p<0.01). In other words, young adults with greater global identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesis H5B (a) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of cognitive Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.53, p<0.01). In other words, young adults with greater global identity have a greater cultural knowledge of norms, practices and conventions in different cultural settings. Hence hypothesis H5B (b) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of motivational Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.46, p<0.01). In other words, young adults with greater global identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H5B (c) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of behavioral Cultural Intelligence (CQ) in viewers of Anime from semi-urban areas (r=0.38, p<0.01). In other words, young adults with greater global identity have a greater capability to exhibit appropriate verbal and non-verbal actions when interacting with people from different cultural backgrounds. Hence hypothesis H5B (d) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of metacognitive Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.49, p<0.01). In other words, young adults with greater local identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesis H6A (a) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of cognitive Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.44, p<0.01). In other words, young adults with greater local identity have a greater cultural knowledge of norms, practices and conventions in different cultural settings. Hence hypothesis H6A (b) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of motivational Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.32, p<0.01). In other words, young adults with greater local identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H6A (c) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of behavioral Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.33, p<0.01). In other words, young adults with greater local identity have a greater capability to exhibit appropriate verbal and non-verbal actions when interacting with people from different cultural backgrounds. Hence hypothesis H6A (d) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of metacognitive Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.33, p<0.01). In other words, young adults with greater global identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesis H7A (a) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of cognitive Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.36, p<0.01). In other words, young adults with greater global identity have a greater cultural knowledge of norms, practices and conventions in different cultural settings. Hence hypothesis H7A (b) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of motivational Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.38, p<0.01). In other words, young adults with greater global identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H7A (c) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of behavioral Cultural Intelligence (CQ) in non- Anime watchers from urban areas (r=0.39, p<0.01). In other words, young adults with greater global identity have a greater capability to exhibit appropriate verbal and non-verbal actions when interacting with people from different cultural backgrounds. Hence hypothesis H7A (d) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of metacognitive Cultural Intelligence (CQ) in non- Anime watchers from semi-urban areas (r=0.29, p<0.05). In other words, young adults with greater local identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesis H6B (a) was accepted.
Table 2 revealed significant correlations between Local identity and the dimension of motivational Cultural Intelligence (CQ) in non- Anime watchers from semi-urban areas (r=0.29, p<0.05). In other words, young adults with greater local identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H6B (c) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of metacognitive Cultural Intelligence (CQ) in non- Anime watchers from semi-urban areas (r=0.36, p<0.01). In other words, young adults with greater global identity have a greater cultural consciousness and awareness during interactions with those from different cultural backgrounds. Hence hypothesis H7B (a) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of cognitive Cultural Intelligence (CQ) in non- Anime watchers from semi-urban areas (r=0.43, p<0.01). In other words, young adults with greater global identity have a greater cultural knowledge of norms, practices and conventions in different cultural settings. Hence hypothesis H7B (b) was accepted.
Table 2 revealed significant correlations between Global identity and the dimension of motivational Cultural Intelligence (CQ) in non- Anime watchers from semi-urban areas (r=0.37, p<0.01). In other words, young adults with greater global identity have a greater capability to direct attention and energy toward cultural differences. Hence hypothesis H7B (c) was accepted.
Summary of results
In the following section the obtained results have been summarized. The findings of the present study revealed:
➢ Significant differences between the residents from urban and semi-urban areas with respect to the dimension of global identity.
➢ Significant differences between Anime and non- Anime watchers with respect to-
• Cultural Intelligence (CQ) and its four dimensions viz., metacognitive CQ, cognitive CQ, motivational CQ, behavioral CQ.
➢ Significant interaction effect of viewership of Anime and the type of residence on the dimension of local identity.
➢ No significant differences between the residents from urban and semi-urban areas with respect to-
• Global Identity and its dimension viz., global identity
• Cultural Intelligence and its dimensions viz., metacognitive CQ, cognitive CQ, motivational CQ, behavioral CQ.
➢ No significant differences between Anime and non- Anime watchers with respect to-
• Global Identity and its dimensions viz., local identity, global identity.
➢ Among the viewers of urban Anime watchers significant correlations were found between –
• The dimension of global identity and (a) metacognitive CQ (b) cognitive CQ (c) motivational CQ (d) behavioral CQ
➢ Among the semi-urban Anime watchers, significant correlations were found between-
• Local identity dimension of global identity and metacognitive CQ, cognitive CQ, motivational CQ, behavioral CQ.
• Global identity dimension of global identity and metacognitive CQ, cognitive CQ, motivational CQ, behavioral CQ.
Discussion
The present study reported that the levels of Cultural Intelligence (CQ) of Anime watchers are significantly higher than those of non- Anime watchers. The four dimensions of CQ are qualitatively different facets of the overall capability to function and manage effectively in culturally diverse settings.Similar findings in a study by Rebecca W. Black of online Animefanfiction, demonstrate that many members of the site seem to display a global disposition, in that they value and express a greater interest in learning about the different cultural and linguistic backgrounds of other youth in the space compared to their peers support this result (2006). The present study also found that urban residents exhibited greater levels of global identity than semi urban residents. Arnett pointed out that under the context of globalization, the gaps between rural and urban communities have remained and in some places even expanded in recent years (2002). Urban and semi-urban areas differ dramatically in terms of access to the Internet; exchange of people, commodities, and values; as well as exposure and social acceptance of different life styles, ideologies, and beliefs (Cheng, 2008).Similar to the emergence of a national identity by being a member of a specific national culture (Triandis, 1989), a Global Identity may develop through membership in multi-cultural teams (Erez, 2008). While these traditionally included factors such as socio-political ideologies, religious beliefs, values, worldviews, ethnic identities etc., media and art forms like Hollywood, popular culture and Anime are increasingly contributing to the development of one’s global awareness.This attests to the interwoven relationship between global identity and cultural intelligence in viewers of Anime as indicated in the present study. Arnett also asserted that adolescents are most receptive to the global culture thus accounting for the sample of young adults from diverse educational, cultural and social backgrounds (2003).
The current study also discovered a significant relationship between global identity and the four dimensions of Cultural Intelligence in non- Anime watchers from urban areas. Youth culture is highly globalized in many parts of the world. Not only are adolescents major consumers of global culture, they are sometimes advocates and creators of the global culture. The sample of the present study comprising of Indian adolescents and young adults has a rapidly evolving and expanding history with global exposure. In terms of mass media, cable and satellite TVs were introduced to urban audiences, which lent easy access to MTV and Western TV episodes for the curious youths. With English proficiency and computer literacy, young adults today are able to expand their horizon in unprecedented fashions. Aspiring Indian teens dream of going to the nation’s best university system-IITs (Indian Institutes of Technology) and going abroad for further education in the US or European countries (Cheng, 2008).
The results of the present study disclose a significant relationship between local identity and the metacognitive and motivational dimensions of Cultural Intelligence in both urban and semi-urban areaswhereas on the cognitive and behavioral dimensions of Cultural Intelligence, no significant correlation was observed in non- Anime watchers. Arnett’s (2000) theory that there is an urban-rural split as a result of globalization supports this finding. He contended that in developing countries, young people in urban areas are faced with different social realities than their counterparts in semi-urban areas. Arnett argues that with the intensification of globalization, people around the world are increasingly exposed to and involved in the global culture (especially Western and American culture), while local cultures continue to exert strong influence as well. Furthermore, there is found to be a significant correlation between global identity and the dimension of behavioral CQ in Anime and non- Anime watchers residing in urban areas. Those with high behavioral CQ exhibit situationally appropriate behaviors based on their broad range of verbal and non-verbal capabilities, such as exhibiting culturally appropriate words, tone, gestures, and facial expressions (Gudykunst, Ting-Toomey, & Chua, 1988). As popular culture and media become ubiquitous in many contemporary contexts, the material products of media mixes take on salient roles in youths’ daily activities and social interactions, while the symbolic or representational aspects of such mediascapes can play a significant role in shaping the social worlds and identities that youth envision for themselves and others (Black, 2009).
In recent years, the research perspective has expanded to consider the development of ethnic identity as a fluid, dynamic, and often recursive process (Jeffres, 1983; Phinney, 1990) that is closely tied to learners’ interactions in various social contexts. Global culture has emerged as a dynamic and fluid concept that encompasses interconnecting, contradicting, and often competing cultural models and patterns around the globe. In a globalized world, both immigrants and adolescents living in their home country are impacted and challenged in unique ways by globalization (Suárez-Orozco, 2004). From the results of the present study the same can be said for the residents of urban and semi-urban areas alike.
It is interesting to note that no significant relationship was perceived between local identity and cultural intelligence among urban Anime watchers while positive correlations were observed between global identity and the four dimensions of cultural intelligence. This may be becauseurban residents were seen displaying a greater tendency towards global assimilation. On the other hand, Anime watchers residing in urban areas did not seem to identify with the local culture enough to significantly influence its relationship with the dimensions of cultural intelligence.These findings contrast with semi-urban residents who noticeably identify as locally encapsulated but fail to significantly correlate with behavioral cultural intelligence.
As far as the influence of Anime is concerned, studies carried out in Western and South East Asian countries confirm that the Anime community is eager to learn about Japan, and that their enthusiasm for obtaining Anime leads them to find ways to interact with Japanese culture. An example of this is the study conducted on 293 Japanese language students which revealed that more and more of them, particularly younger ones, associate learning about Japan with understanding Anime and Japanese popular culture, and that Anime is a significant presence in the minds of students learning Japanese language today (Manion, 2005).
Limitations Two limitations may be present in this study. First, it is difficult to study the influence of an art form like Anime in isolation especially with variables concerning identity and the transient scope of globalization (Arnett, 2002). Thus it is not entirely possible to equalize the sample purely on their viewership of Anime as factors like their hobbies of reading and watching of foreign books and TV shows/movies and travelling outside of the country could be indicative of their global identity and cultural intelligence values. Second, the sample considered in the present study constitutes a minute percentage of the culturally and globally diverse population of the youth of India. The results of this study may hence prompt and support further research but is not enough to generalize the findings across a vast demographic. Implications Internationalization of Japanese animeis said to include cultural politics that include de-politicized and self-Orientalized internationalization (Lu, 2008).The present study confirms the increasing awareness and exposure to Japanese Anime amongst the youth in India. With annual events like Comic Cons gaining immense popularity, there is a subsequent growth in the knowledge, accumulation and acceptance of the Eastern and Western cultural diversity. Arnett pointed out that under the context of globalization, the gaps between rural and urban communities have remained and in some places even expanded in recent years (2002). The present study indicated that phenomena like globalization and perceptions of identity are as national as they are universal across the youth of the Indian subcontinent.