Japanese iconography in the contemporary iconosphere: the case of the Kitsune

Abstract

The iconography of the Japanese kitsune, a mythological fox capable of transforming itself into a human, has transcended its original context thanks to the spread of manga, anime and video games in the West since the 1970s, becoming a global reference point. This article analyses its narrative and visual representation in these cultural manifestations to identify common features, processes of rewriting and its role as a cultural mediator between East and West. Through this study, it is evident how visual narratives act as valid tools for visual literacy and heritage education, allowing us to understand the evolution of archetypes and their ability to generate hybrid cultural identities and foster intercultural dialogue. The research demonstrates that iconic mass media not only disseminate Japanese folklore, but also update, expand and re-signify it, integrating it into global contexts without losing its original symbolic meaning. This convergence of tradition and modernity reveals the pedagogical potential of these icons to raise awareness of the dynamics of transfer and creation of tangible and intangible heritage, as well as to develop critical citizenship in the face of contemporary cultural phenomena.