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Purpose: This paper delves into the intricate relationship between anime consumption and the construction of identity in the digital era, aiming to shed light on how anime enthusiasts negotiate their identities and the resulting socio-cultural implications. The study is structured around three pivotal themes: digitalization, identity construction, and community. Methodology: Employing a qualitative approach through four semi-structured interviews, the paper explores these themes to elucidate how anime viewers shape their identities in the digital era. Findings: The findings emphasize the significant influence of digitalization on anime consumption, making it more accessible, cost-effective, and globally pervasive. Practical Implications: Regarding identity construction, the study reveals that individuals resonate with overarching themes in anime, influencing their self-perception in terms of personal growth, determination, and purpose. The role of the anime community in the digital space is underscored, emphasizing its pivotal contribution to enhancing enjoyment by providing a platform for interest sharing, show discussions, content discovery, and critical insights. Originality/Value: This study illuminates the complex dynamics of anime consumption and its impact on identity construction, enriched by the advent of digitalization. Research Limitations: While comprehensive, the paper suggests future research avenues, particularly exploring the influence of anime studios and marketers on the identity construction process.
Maliha et al. (Wed,) studied this question.