Ethnographic Reading of Animation: Representation of Cultures and Societies in Visual Media with Emphasis on Margaret Mead’s Views (Case Study: The Anime ‘The Tale of the Princess Kaguya’)

Document Type : Research Paper

Author

Assistant Professor, Department of Graphics, College of Visual Arts, Art University of Isfahan, Isfahan, Iran.

Abstract

In sociological studies of films, semantic and content analysis play a pivotal role. Various methods, such as semiotics, qualitative content analysis, reception theory, structuralism, post-structuralism, discourse analysis, and textual analysis, are employed to uncover the meaning behind films. Each of these methodologies uniquely contributes to revealing different layers of a film’s narrative, symbols, and societal implications. Additionally, films can be analyzed within specific discourses and cinematic contexts to derive deeper meanings and insights. In recent decades, the expansion of cultural discourses and studies has greatly contributed to a better understanding of cinema and films. Scholars within cultural studies, with attention to the traditions inherent in this discipline, have sought to clarify the differences and similarities between cultural analysis and other fields of study, while also preventing potential misuses of cultural interpretations. Ethnography, as a research methodology within the social sciences, aids in the analysis and comprehension of cultures, behaviors, and human experiences.
Animation has secured a special place in the hearts of audiences, particularly children and adolescents. Through the use of imagination, art, and technology, animation creates captivating and impactful stories that introduce various beliefs, values, and cultures to its viewers. Analyzing animation from an ethnographic perspective could provide valuable insights into how cultures and societies are represented within this medium. This medium can serve as a reflection of the artistic styles of a particular period and the aesthetic domains that arise from the collective cultural understanding of an art form or are derived from specific metaphors. Animation has the capacity to present narratives that reference the created characters and their cultural and social backgrounds.
Margaret Mead is best known for her works in anthropology and ethnography. Her theories on culture and identity have left a significant mark on cinematic and animation studies. This research utilizes an ethnographic approach to examine and analyze animation, with the goal of exploring the diverse elements of cultural and societal representations in animation and how they can be interpreted from an ethnographic perspective, relying on Margaret Mead’s ideas. The primary research question for this study is as follows: "What are the various elements of cultural and societal representation in animation, and how can they be understood through an ethnographic approach based on Margaret Mead's views?" This study analyzes symbols, narratives, language, cultural discourses, and social impacts within animation, presenting the results of these investigations through concrete examples. Through the case study of the anime The Tale of the Princess Kaguya, this research illustrates how animation can act as a tool for cultural expression and social reflection. An ethnographic reading of this animation highlights the medium’s potential as a means of cultural articulation and a reflection of societal dynamics. The analysis of animation from an ethnographic perspective, especially in today’s multicultural and globalized world, holds significant importance.

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References

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Journal of Fine Arts: Performing Arts & Music
Volume 31, Issue 2
May 2026
Pages 91-106

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