Anime in Colombia: Exploration from Uses and Gratifications in the University Population of Cartagena de Indias

Abstract

Anime is a Japanese audiovisual product with great popularity and consumption around the world, including Colombia. This study presents an analysis, from the Uses and Gratifications perspective, of the relationship between anime and the university population of Cartagena de Indias (Colombia), both students and professors, in order to understand how they consume it. They sought to identify the main reasons why consumption began and why it is sustained, measuring in turn the satisfaction obtained and how it has influenced their daily lives. The methodology was quantitative with an exploratory and descriptive scope. A mixed survey was applied through SurveyMonkey between March and May 2019 and 350 valid responses were received. Among the main findings, it was found that more than half of the participants began watching anime because it is different, complex, and diverse from other cartoons, as well as because of the aesthetics and drawing style. The main need they satisfy when consuming it is entertainment, to which they give a very high degree of satisfaction, and followed by learning. Likewise, it has inspired them to introspect about their lives, understand life better and grow up as a person. Similarly, they are aware of the influence it has on them, as well as the stimulation they receive to consume other Japanese cultural products.