Bowing and Begging: Resisting Anime/Manga Industry Failure Through Fan Loyalty

Cross-posted from the Convergence Culture Consortium.

The Japanese popular culture industry, especially for anime and manga, is an interesting case study for global fandom, but also for global industry. The comics, television, and film industry for animated popular culture in Japan has its own history, structure, and approaches, but over the past five decades, as it has reached millions of new, international viewers, new industries have risen to cater to these fans. Still, with the rise of the Internet and the economic troubles that most industries have gone through over the past decade, both the domestic and international manga and anime industries have been hurting for money, even with a surfeit of fans.

The anime and manga industry is especially volatile, because its domestic and international audiences have utilized the Internet to spread and consume the media at the expense of industrial and commercial models that cannot keep up with the audiences’ changing tastes, modes of consumption, and cultural behaviors of media consumption (sharing with friends, international online distribution, the culture of collectors versus mere viewers, etc.). The industries, both in Japan and elsewhere, must change: however, the success that anime and manga brought a decade ago have influenced the producers of these media to stick with old models that are no longer fully applicable to the current fan cultures that drive the markets.

Today, I want to discuss two very recent issues of the manga and anime industries — in Japan and in America — publicizing comments to fans in a way that might be seen by many as “giving up”: without adapting to technological, cultural, and commercial changes, the industries representatives have voiced concerns to fans by pleading with them to stop behaving as they current are — mostly by using the Internet to circumvent commercial models for their media consumption — and to think ethically about how these behaviors are affecting the respective industries.

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Notes from Berkman Luncheon w/ Anne Balsamo

As soon as I saw a derivative of the term “culture” in Anne Balsamo’s bio linked to from the Berkman website, I knew I wanted to attend this luncheon. Ironically, there was only mention of cultural reproduction (though it’s apparently present in her book, soon to be released), with much of the discussion focused around the future of libraries and museums (still interesting). The initial idea that jumped out at me from Anne’s presentation was her point about media as reproduction, specifically alluding to biological functions, and how this metaphoric/literal process defines and reworks our notions of gender online. Three other points were brought up that I want to discuss in future articles:
- Memory, remembering, and the evolution of stories and their telling in the move to the digital environment
- The future of the meritocracy of professorships in relation to publications
- The potential importance of Harvard’s Houghton Library after digital literary curation/publication and the hypothetical revolution of personal paper-based printing & publication

For now, the notes:

Designing Culture: The Technological Imagination at Work: Anne Balsamo

book: transmedia project

addresses 3 points:

technological innovation: transform what is known to what is possible
technological imagination: engage materiality of world to create conditions for future world making
cultural reproduction: development of new narratives, myths, rituals;

technology, the world, culture: created anew
training of technological imagination: necessary

designers: work scene of technological emergence

ch. 1 – culture in the age of innovation

polemic of book: need to train imaginations to take seriously technological innovations: responsibility of educators across curriculum
how humanities can serve as resources: to engage new technologies

ch. 2 – gendering the technological imagination

always gendered, but we didn’t recognize it as such
biological reproductive technologies: connects to media technologies as premier reproductive technologies of our age: draws from feminist criticism on reproduction

ch. 3 – the performance of innovation

work on future of reading: w/ embryonic technologies

ch. – public interactives and technological literacies
designed to communicate history that is all of ours
future of literacies

ch. – working the paradigm shift
focus on literal labor: participatory culture: call people to the hard work required by the paradigm shift

ch. – the work of the book in a digital age
Q: why are you writing a print-based book?

transmedia project: relates to other previous projects:

interactive multimedia documentary (“women of the world talk back”) on women’s rights held by UN in Beijing

practices on new media journalism

museum exhibit: designed to probe how we might read in the future: not abandon but rethink the print-based book

we need to do something different to bridge the two cultures
need to create new institutional places: multidisciplinary research/projects

new participants: women, underrepresented participants
new commitments: requires everyone to be learners again
collaborative teams: from early work in feminist organizing
new spaces: where people can work together on technological things

distributed research network: in UC Irvine, Boston, New York, Los Angeles, San Francisco, Chicago
scholarship in a digital age: will look different: local and distributed
understanding technological infrastructure to support distributed research network

digital research & learning @ McArthur: funded: museums, libraries, schools, recreation, home, after-school
claim: learning is changing in a digital age: eg. learning occurs in distributed environment, not just one local place
think about how museums/libraries will function in distributed learning environment

What’s next?

XFR: Take 2
Digital Learning Objects: Open Education
MIxed Reality Learning Environments: Morse’s Law, Nintendo Wii (gesture-based interface)
Thinking with Objects: DIY movement, makers culture movement (making things with your hands; virtual: only simulations of what we used to do with our hands)

Q: what has everyone been thinking about futures of museums/libraries

Q&A:

Q: what is the future of designing librarians; how do you design professionals to adapt to new changes?

A: information designers: need standardization of metadata; also need people to understand how (meta-)information also has narrative, cultural effectivity; when we get to semantic web: it can’t be stupid

Q: Weinberger: future of paper-based books?

A: many genres of paper-based books that will migrate to the digital space; other genres: that aren’t going to disappear, because of physicality: paper-based: will long outlive human lives: part of case history; have to maintain digital archive
libraries: becoming museums of books that have ‘collections’

Q: Weinberger: in future w/ electronic readers: publishers won’t actually print books: will want to move directly to digital

A: things that are slipping away in a digital age: we will want to preserve

Q: humanities in the future: esp. w/ focus on publication

A: rethink scholarly publication, but I’m not the one to take on such a project;
have to learn to read again
UChicago: thinking about new paradigm of peer-review process for publication
tenure cases for those w/ digital scholarship

Q: printing a book: just output form; talk about crafting in digital environment: you: on laptop, w/ word processor

A: these kind of questions are critical, esp. w/ close reading of electronic text
authoring backwards
designer parallels with author

discussion:
libraries: providing ACCESS to books, etc.; cost of maintaining digital libraries: low, but not zero; decisions will always need to be made about curation
assumption: possibility of a canon: where all the ‘good’ books are

Q: “science fiction: the mythology of the industrial age”

Q: what do you think might be lost?

A: course: history of literacy: ongoing question of why is it important to remember?: disturbing: youth: just-in-time learners/rememberers
we haven’t taught value of remembering
culturally: remembering was more valuable to the other generation: ties to why history is important: ties to “future of the past”

digital divide: the other way: economic/social reasons
need to have interdisciplinary places of learning