From computer games to figurines and maid cafes, men called "otaku" develop intense fan relationships with "cute girl" characters from manga, anime, and related media and material in contemporary Japan. While much of the Japanese public considers the forms of character love associated with "otaku" to be weird and perverse, the Japanese government has endeavored to incorporate "otaku" culture into its branding of "Cool Japan." In Otaku and the Struggle for Imagination in Japan, Patrick W. Galbraith explores the conflicting meanings of "otaku" culture and its significance to Japanese popular culture, masculinity, and the nation. Tracing the history of "otaku" and "cute girl" characters from their origins in the 1970s to his recent fieldwork in Akihabara, Tokyo ("the Holy Land of Otaku"), Galbraith contends that the discourse surrounding "otaku" reveals tensions around contested notions of gender, sexuality, and ways of imagining the nation that extend far beyond Japan. At the same time, in their relationships with characters and one another, "otaku" are imagining and creating alternative social worlds.
Patrick W. Galbraith is a lecturer at Senshu University in Tokyo. He is the author of The Moe Manifesto: An Insider's Look at the Worlds of Manga, Anime, and Gaming, coauthor of AKB48, and coeditor of Idols and Celebrity in Japanese Media Culture.
Dedication / Acknowledgments ix Introduction. "Otaku" and the Struggle for Imagination in Japan 1 1. Seeking an Alternative: "Male Sojo Fans since the 1970s 20 2. "Otaku" Research and Reality Problems 49 3. Moe: An Affective Response to Fictional Characters 76 4. Akihabara: "Otaku" and Contested Imaginaries in Japan 127 5. Maid CafEs: Relations with Fictional and Real Others in Spaces Between 184 Conclusion. Eshi 100: The Politics of Japanese, "Otaku," Popular Culture in Akihabara and Beyond 227 Notes 261 Bibliography 289 Index 311
"In this tremendous book, Patrick W. Galbraith brings to life the relatively unknown world of Japanese popular culture. His voice shines throughout thoughtful interviews, detailed ethnography, sensitive portraits of people characterized as 'otaku,' and nuanced readings of videogames and interactive fiction. An impressive contribution to the field of manga and anime studies." - Ian Condry, author of (The Soul of Anime: Collaborative Creativity and Japan's Media Success Story) "This book offers nothing less than a thorough rethinking of normative sexuality and alternative sexualities through the figure of the otaku and their practices. It's everything that the fields of Japan studies, queer theory, and media history need at this moment. A virtually flawless and captivating read." - Marc Steinberg, author of (Anime's Media Mix: Franchising Toys and Characters in Japan) "This thoughtful investigation of hegemonic masculinity and its alternatives at the margins of imagination is well-sourced with cultural and academic research as well as personal experience." - R. Tait-Ripperdan (Choice) "Otaku and the Struggle for Imagination in Japan is a meticulously researched book...[and] a strong contribution to the field of Japanese popular culture." - Emma E. Cook (Journal of the Royal Anthropological Institute) "This is an excellent and thought-provoking text which will no doubt take its rightful place in the canon of manga, anime, and otaku studies. . . . The narrative [Galbraith] weaves contains just the right amount of academic theoretical discourse, reflections on his personal involvement in the movement, more as a participant than as a participant observer, and a solid history of Japanese (sub-)culture over the last 50 years." - Holger Briel (Japanese Studies)
