Grotesque cuteness

Cuteness and baby schema are essential terms in the life of many Japanese people. Apart from lifestyle-culture, it can also be found in various parts of public life. Characters influenced by baby schema are a crucial contribution to Japan’s reputation of cuteness around the world. Over the course of the last 25 years more eccentric, grotesque mascots and collection figures gained popularity, in addition to the classic cute characters. This thesis deals with the influence of social changes associated with the decomposition of mere cuteness and the modern perception of women.