Comparative Media Studies

Earlier this year, after returning from my semester in Kyoto, I decided to pursue the composition of a book. The idea of writing a book intrigued me, excited me, and inspired me to devote a “page” of this blog to my plans:

Otaku Movement Book

Working title:
• “Otaku Movement: The History and Fans of Anime in America”
• “Fan Tribe: The Cultural Economy of Anime in America”

“Otaku Movement: The History and Fans of Anime in America” is a future publication about the history of the anime fandom in the United States and its implications on media institutions, intellectual property, and cross-cultural reception.

I sent out a dozen emails to a number of academics and even met with Professors Ian Condry (MIT), Susan Napier (Tufts), and Henry Jenkins (MIT/UCS Annenberg) to discuss organizing research and arranging plans for graduate school.

During the spring semester, I decided to begin writing a lot about my personal interests, critiques, and analyses of anime & manga on this blog (which has previously housed the same tripartie then reserved for developments in digital media, Internet studies, etc.).

In May, I contacted the Convergence Culture Consortium, a major think tank in the Comparative Media Studies department at MIT, about potentially working there as a research assistant. Instead, and much to my surprise, I was awarded the opportunity to submit a proposal for a year-long research project of my own to pursue during the next academic year. Of course, I chose a focus on anime, manga, & fan culture.

This past Monday, my proposal was accepted, and I’m happy (and relieved) to announce that beginning in September, I’ll be working with the Convergence Culture Consortium, pursuing research and publications about developments surrounding and the maturation of the American anime & manga fandom. Basically, I was awarded my dream job (especially since after I applied for the graduate MA program in Comparative Media Studies in December ’08, Henry Jenkins announced his move to USC Annenberg, propelling the termination of the CMS program).

The news that I can announce right now is that this project (and any subsequent publications) will replace the book proposal (see above) that I initially hosted on this blog.

While the exact details of my project will be evolving over the coming weeks, I’ve posted my initial proposal below, in case anyone’s interested in reading it. We’ve narrowed the project down a lot from this foundation (Joshua Green, the head researcher at C3, stated that this proposal would form a solid 4-year PhD project, but was too broad for a “case study” in the Consortium).

Proposal

While Japanese popular culture has achieved relative popularity on an international level, critics have targeted fans — the loyal consuming audience of these comics and cartoons — as one potential cause of the currently faltering commercial market for anime and manga. Particularly in America, though, the relationship between audience and media has played an important role in the development of both the fandom and industry. Given the fifty-year history of this media in the United States, the developments related to the growth of the fandom and industry provide a historical context with which to analyze and assess the progress of contemporary convergence culture.

This white paper proposes a narrative of value over time in a specific fan economy. How do fans attach value to media? How does that value compete with the value imposed on fans by the industry? The American anime fandom, originating in the 1960s and coordinated in the 1970s, developed a profit-oriented market from a tradition of fan-to-fan practices. Initially, fans spread copies of taped, untranslated anime through the United States postal service to fellow viewers interested in seeing something new. Eventually, translations entered the network, first as scripts, then followed by fan-composed subtitles (fansubs). While the Japanese industry attempted to intersect this development in the 1980s, the Japanese withdrew, allowing the market to evolve independent of Japanese exportation. Once the commercial sector matured, American companies reapproached Japanese producers to import and spread media to foreign audiences, through print and broadcast. The early, pre-2000 history of this fandom presents a unique yet discordant convergence of business and fan practices, as well as an instance of cultural dissonance, that exhibits a changing landscape of fan interest in foreign entertainment.

In the past decade, the fan demographic has begun to change, and participation by a new generation of fandom, propagated and shaped by developments in broadcast and Internet technologies, has introduced both beneficial and destructive potential to commercial growth in the American market space. The proliferation of fansubbing and scanlations caught the attention of a large portion of Japanese producers, who now decry the fan activities as much as American companies. However, fans across the globe find value in free content as much as in the media they purchase. The question of how much value fans of anime and manga locate in the media they consume may provide a scope for analyzing commercial trends for the near future, particularly as Japan establishes foreign policy around cultural exportation. From NBC in 1963 to Crunchyroll.com in 2007, fan practices continue to inform theories of convergence culture and the ever-evolving nature of audiences.

Unexpectedly, given the recent trends in declining sales of comic books and DVDs, attendance numbers at anime conventions in the United States have increased. Whether this increase depends on changing fan demographics or an evolution in fan-centric values, it provokes a new realm of thought that complements the narrative: What succeeds convergence culture? This white paper aims to construct a narrative of the development of value fans derive from media alongside the value assumed by the industry. While the report primarily attempts to examine a historical period in light of recent convergence culture discourse, the continual advancements in the American anime fandom may shed light on the direction in which this specific converged culture, as well as other converging cultures, will proceed. An account of the forty-year history of the American anime fandom provides critical analysis of a previously-established intersection between producers and consumers, with implications for both Japanese and American economies.

Help the Department of Alchemy return to South by Southwest!

Basically, there’s a big tech/film/music event called South by Southwest every year in Austin, TX. Last year, I was chosen to speak during the Interactive (ie. tech) festival, and I’m trying to make it back there to give another presentation. SXSW chooses panels/talks by outsourcing opinion via the “Panel Picker,” which provides about 1/3 of the overall score (the rest of the score is formed by the panel judges & staff).

If you’ve seen me in the past at anime conventions, you know that I can dish out a good talk. My proposal for SXSW 2010 is “Lurk Moar: Why Internet Culture Matters.”

So, if you’re inclined to spare 57 seconds of your time, please go to my talk’s page (http://panelpicker.sxsw.com/ideas/view/3203) to 1) vote up, and 2) leave a positive comment. Signing up for the voting is super easy (name, email, password), and you receive practically no messages (if you’re concerned about that).

Thanks for your help!

ハチ約束の犬: The Story of Cross-Cultural Narrative

I’ve written before about the incestuous cultural relationship Japan shares with America (for example, with Jero [here and here] and Monkey Majik [here]). This theme basically consumes my work (and might academically in the future, as I’m planning a potential track of research based around a comparison of cultural clash of consumer/popular culture for Meiji Japan and post-war Japan).

I’m glad to see a new development along these lines, especially one that I can discuss briefly.


Trailer for Japan.

If you haven’t had a chance to check it out, the trailer for Lasse Hallström’s new movie, Hachi: A Dog’s Tale, has recently been passed around the major OMG-Japan link sites (like Japanator).

If you don’t know the story behind Hachiko, you can read up on the most loyal dog in the history of forever at Wikipedia. The tale is simple: a dog waits for his owner, a professor at the University of Tokyo, every day near Shibuya’s train station. When the owner dies, the dog keeps waiting. The story of Hachiko is infamous in Japan — the result of an article published in a national newspaper by one of the professor’s former students — and might be equivalent to, say, the story of Paul Revere (for Americans), as a piece of cultural history in the minds of the Japanese. Hachiko has even become an idiom of sorts, known primarily as 忠犬ハチ公 (loyal dog Hachiko), and the dog has an annual ceremony dedicated to him, held at his statue in Shibuya Square.


Photographed in Shibuya, October 2008

Looking at this trailer, though, the film immediately caused a bit of confusion. It’s an English-language movie based on a real Japanese story marketed first to a Japanese audience (with a later release to an American audience) with a trailer in Japanese but requiring Japanese subtitles. I can work around the lingual barriers present here, but — c’mon — it’s a bit circuitous.

On top of the linguistic clash, there’s also the problem of the movie as produced. The qualifying prerequisite to explaining said problem is to understand that a movie was already made in Japan.


Clips from the original Japanese film, 1987.

Hollywood remakes movies a lot, and while there are critics of multiple versions of the same film, we can’t outright denounce this film based on an earlier (potentially better) Japanese counterpart. However, the fact that Hachiko is filmed in America with an American cast produces the problem: the story of Hachiko is placed into an American context.


Trailer for United States.

After watching the American trailer, I hope you can understand what I mean by “American context.” This second trailer disregards the origins of the story, and I am frankly surprised that it didn’t state something along the lines of “A real story based on the popular Japanese tale.” The movie was filmed in Connecticut, and it obviously ignores the Shibuya locale (replacing it with Bedridge Station), the name of the professor, etc. From the trailer, it seems that the film ignores the Japanese side of the story altogether. It’s a remake, and poetic license like this is never discouraged. However, I wonder how many members of the American audiences will question the name of the dog, Hachiko (or, here, Hachi). It’s very Japanese sounding, plain and simple. Would the Japanese association minus the Japanese context create a barrier for a non-Japanese viewer?

In comparison, the Japanese trailer presents a much different film. I especially want to highlight the song (with Japanese lyrics) that plays in the second half of the trailer. The first words we hear are 忘れないよ、忘れないよ (don’t forget, don’t forget), which parallel Hachiko’s thoughts of his owner, but also reflect and emphasize the historical context that underlies the film (Japanese people have not and will not forget about this dog and his story). I assume that Japan will receive an early release of this movie solely because Hachiko remains such a cultural figure there, and the producers are trying to bank on the story’s popularity. However, I also wonder if the English-language and American actors will distance Japanese viewers from connecting directly and emotionally with the movie.

Going back to America, I must question the retention of the Akita dog breed, at least when presented to the American audience. Bluntly, I laud the directors for not changing the breed. However, Akitas (and Shibas, since the puppy in the film is actually a 柴犬) are so rare to see in the States that I wonder if it even makes sense to import the Hachiko story with an American context, particularly when there’s already competition with Bolt, Homeward Bound, Milo & Otis, and especially Lassie (though Hachiko’s popularity preceded Lassie’s by at least 5 years). Perhaps pet-movie obsession has fizzled out by now though, maybe even provoked by What I guess I’m trying to say in this last point is that, in Japan, Shiba dogs are EVERYWHERE, so I think Japanese will take to the dog fairly easily, while there might be some hesitance on the part of Americans.

I don’t mean to demean the movie, and I certainly hope that more Americans will take the time to look up the story of Hachiko with the film’s release. However, I don’t want people to regard this film as “the next Airbud.”

Oh, and if you check out the film’s Japanese site (there’s no English one), Richard Gere from the side looks like an authentic おじいさん (old man).