National archetypes in modern content of Japanese cultural policy model

The purpose of the article is to reveal the content and main directions of implementation of the model of cultural policy in Japan. Its peculiarities related to the traditional worldview, visuality, sensuality, and oriental aesthetics, and combined with the orientation towards human values are substantiated. This model, the main recipient of which is young people, unlike many models of Western countries, is implemented within the framework of mass culture, significantly influences American culture and is attractive to residents of other regions. The researchmethodology consists in the use of such approaches as synchronic and diachronic analysis, phenomenology and hermeneutics in the selection and analysis of works of art, strategies of cultural policy of Japan. Scientific novelty of the work is the first cultural analysis of the combination of traditional and modern cultural heritage in such leading genres of Japanese visual art as anime and manga. Conclusions. Due to the sensual nature of the authors' nature, the products of the Japanese creative industry reflect on such important universal problems as ecology, social injustice, moments of important emotional experiences of teenagers at their tender age and family values. The important contextual content of anime and manga is presented in an extremely aesthetic visual form, which often makes animation and literature equal to works of art. Many animated films and series are considered by connoisseurs to be an example of an ideal balance of visual and semantic load, which allows both to plunge into philosophical reflections on the meaning of life, one's place in society, or the existence of the dichotomy of good-evil, and simply to satisfy aesthetic needs in contemplation of beauty. Thus, the combination of Japanese thought and Western technology was realised in products – anime and manga – that became desirable in European and Western countries