"May the wind be with you!" the beauty of commitment and the inevitability of evil in the wind rises | Romanian Economic and Business Review | Maria Grajdian

The intricacies of "war"- Since its foundation in the year 1985, Studio Ghibli has become the epitome of successful cultural enterprise in Japan dealing with the production of cultural assets "made in Japan" and globally merchandised: animation works. Due to specific features which are to be outlined further below, the animation works--or anime works--produced by Ghibli Studio as represented by its two main directors Takahata Isao (b. 1935) and Miyazaki Hayao (b. 1942) are both aesthetically reflecting the reality and ideologically tackling current issues such as environmental pollution, social discrimination, the process of growing-up, historical responsibility, the meaning and value of life, love as a complex emotional paradigm. Based on an extensive fieldwork--interviews with anime producers and anime fans/consumers as well as participatory observation over several years--as well as in-depth literature research and taking into account Studio Ghibli's aesthetic-ideological position w

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• Joice Tang
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