In this context, in this thesis analyzes the popular culture products of Cool Japan policy such as anime, manga and video games by utilitazing semiotics, examines how Japan reproduces its own identity through screens and this representation conbributes to soft power. Japan's Cool Japan Policy is one of the examples where popular culture is used effectively in public diplomacy policies.

With the growing importance of communication technologies in international politics, states gain soft power via adopting popular culture in their public diplomacies. States aim to increase their soft power in various ways to create global attraction.

Soft power in international relations is a type of power that forms the basis of public diplomacy policies of the post-Cold War states. If Naruto's values are close to the realities of today's Japanese society, the popularity of the manga around the world suggests a more universal desire for a leadership in relation to others. Then, through the discourse, other values are put forward: first, that if the purpose is to form a savior, the construction of the Japanese hero is different than in the West, the boy associating real strength to his links with others, which necessarily influences the definition of good and evil finally, the need for collective concern to achieve peace. Thus, through the drawings, it is shown that if the country of the hero is comparable to a symbolic vision of Japan’s past, the United States is also present through the Land of Lightning moreover, the place that women occupy in the manga is similar to the role of Japanese women in today's society: they are strong, but mainly responsible for supporting the main male characters.

Through the analysis of two essential aspects of source material such as comics, visual representations and key-speeches, this text makes connections between the manga Naruto and some contemporary Japanese values. The popularity of the manga Naruto and its derivatives (cartoons, movies, video games) goes beyond Japan, its country of origin.

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