The cultural and educational impact of Nobita in the Vietnamese context

Abstract

This qualitative study delves into the cultural and educational impact of Nobita, a central figure in the Japanese anime series “Doraemon”, within the Vietnamese setting. Employing a qualitative approach, the research utilized a thematic analysis of specific episodes of “Doraemon”, combined with the Vietnamese viewers’ comments. The episodes were carefully selected to cover a range of scenarios depicting Nobita’s various challenges and interactions. A thematic analysis of viewer comments and selected episodes featuring Nobita was conducted, accompanied by insights from Vietnamese viewers. The objective was to discern how Nobita’s character aligns with, and at times contrasts with, Vietnamese cultural and moral norms. The findings unveil key themes: the cultural hybridization of Nobita’s character, the impartation of moral lessons, viewer identification with Nobita, and his influence on shaping children’s notions of responsibility and self-reliance. The study reveals how Vietnamese viewers, particularly children, actively engage with Nobita’s traits, resulting in a blend of Japanese and Vietnamese cultural elements. This refutes the conventional perspective of global media as a one-way cultural force, highlighting instead a reciprocal process of cultural interpretation and adaptation. Moreover, the research underscores Nobita’s significant role in moral education, illustrating that Vietnamese children do not just emulate but critically engage with his character through observational learning. This process extends beyond imitation, involving a deeper level of understanding and internalization of moral lessons. Furthermore, the study emphasizes Nobita’s role in fostering empathy and understanding, resonating with the universal aspects of human experiences and emotions. These findings offer insights into the intricate relationship between global media content and local cultural dynamics, underlining the influential role of media characters in shaping cultural perceptions, moral reasoning, and empathy in young audiences. The study contributes to the discourse on the impact of international media on local cultures, highlighting the potential of media content in bridging cultural gaps and aiding in child development.