Abstract:
The growing popularity of anime among Pakistani youth has given rise to a burgeoning Otaku culture that has clashed with the norms of society. This study focuses on Pakistani youth, exploring their perceptions of anime and its impact on personal and interpersonal aspects of their lives. Given the limited research on anime in the Pakistani context and the increasing accessibility of media channels on major platforms, an exploration of this influential force becomes imperative. Against this backdrop, this research aims to scrutinize how anime has influenced the activities, language, and ideas of Pakistani youth. Utilizing a qualitative approach anchored in the Parasocial Interaction Theory, the study seeks to unveil both the positive and negative effects of anime on the youth. By examining the intricate connections between anime influence and variables such as violence, tourism, and mental health, the research endeavors to unravel the complex tapestry of how anime resonates in the lives of Pakistani youth and its broader societal implications. This investigation is poised to shed light on the nuanced ways in which anime shapes cultural expressions, social dynamics, and individual perspectives among the Pakistani youth, providing valuable insights into the transformative power of this global cultural phenomenon in a distinct cultural context. Major results revealed a cultural shift in perceiving anime, emphasizing the blurring of fiction and reality through parasocial relationships and practices like cosplay as well as changes in consumption as more viewers grew in quantity. Participants faced social stigma both for their parasocial relationship and love of anime. Concerns about youth violence, potentially influenced by anime archetypes, highlight the need for understanding and addressing such behaviors while the study reaffirms the relevance of the Parasocial Interaction Theory in contemporary media engagement and suggests opportunities for capitalizing on the growing popularity of anime in Pakistan. Notably, eight themes were identified during the analysis, adding depth to the exploration of these intricate relationships.
