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Cet article se propose d’explorer la question de l’envoutement au sein de la culture des mangas et des dessins animes japonais contemporains. L’auteur s’interroge sur la possibilite de l’envoutement a l’interieur d’une culture de masse et commence par aborder la question du point de vue des jeux de regards avant d’examiner deux courants specifiques de la culture otaku : le kawaii et le moe . Ayant constate les facteurs qui s’opposent a l’envoutement, tels que la nature collective de ces courants et le detachement qui semble les accompagner, l’auteure suggere alors que la figure envoutante se situe justement dans sa propre impossibilite, dans la quete perpetuelle qui l’entoure. Abstract This article aims to explore the question of bewitchment within contemporary manga and anime culture. The author questions the possibility of bewitchment within a mass culture, and starts off by tackling the question from the perspective of gaze exchanges, before examining two specific currents within otaku culture: kawaii and moe . After noting those factors which oppose bewitchment, such as the collective nature of these currents and the detachment which appears to go hand in hand with them, the author then suggests that the bewitching figure lies precisely in its own impossibility, in the perpetual quest which surrounds it.

Les personnages <em>kawaii</em> et <em>moé</em>: figures ou figurines?