The Cuteness Aesthetics That From The Edge To The Mainstream

Nowadays, the aesthetic flow of pursuing "Cuteness" and appreciating "Moe" in society has become an undeniable trend spreading every corner around social culture. Given that instinctive enthusiasm and appreciation inside of human, not only children and adolescences even mid adults appear a sense of recognition toward "Cuteness" and "Moe". Every appearance of modern aesthetic phenomenon has a logical reason under the mask. Especially, the cases that have a significant difference compared with the previous tendency in term of psychological and aesthetic aspects embed a great research value.This research correlates with aesthetics, sociology, communication sciences, and so on. Previous background knowledge that acquired during bachelor period acts as a precursor for subsequent paper writing. Moreover, the writer who has been to Japan for the purpose of multicultural communication and research has certain knowledge backgrounds of Japanese conventional and traditional cultures. The updated informations and knowledges could be obtained by the writer which has been considerably positive contributions to conduct this research. The concept of Japanese "Microform" affords a beginning-point for this research. Basing on researches of aesthetic psychology, the content has been extended and presented as follows.After basically stating "Cuteness" this cultural phenomenon, the main pivotal objectives are solving four questions in this paper which is "Why’Cuteness Aesthetics’could rise in Japan?", "Why’Cuteness Aesthetics’could be accepted around the world?", "Why the spreading speed of’Cuteness Aesthetics ’is rapidly fast?", and "What is merit and limitation for’Cuteness Aesthetics’?".Coming up and solving the problems firstly starts with a specific cultural phenomenon. Including Japan, World, and China three aspects, writer summarized the representations of cuteness aesthetics. In analyzing social and cultural reasons part, writer began with two angles. First is that why this phenomenon occurred in Japan. Since "small is beautiful" was an aesthetic tradition in Japanese history, relevance and universality of cuteness aesthetics have brought an significant change in contemporary Japan. Second is that Why’Cuteness Aesthetics’could be accepted around the world? Literally, the symbol of "Cuteness" caters to the public for the preferences of "small", "delicate", and "effeminate". For connotative aspect, "Cuteness" embodies a vigorous and virtuous universal value. Certainly, it is an undoubted fact that social environment catalyzed propagating the idea of "Cuteness" with rapid and exponential speed. The changes of contemporary lifestyle, giving up for the sublime, the loneliness and pointless consciousness during postmodern culture, all these factors fortify the desire of pursuing "Cuteness". The appearance of graphic era, the tendency of cultural industrialization, the acceleration and development of cultural environment, have afforded an objective condition toward the communication of "Cuteness". In the concluding part of this paper, writer analyzed the merits and limitations of cuteness aesthetics. Although cuteness aesthetics is a successful attempt, it has brought certainly by-products.