Teaching About Asia Through Youth Culture

NERD
NATION
OTAKU
and Youth Subcultures
in Contemporary Japan
By William M. Tsutsui

A
wide variety of youth subcultures have appeared in
Japan since World War II, many of them shocking po-
lite sensibilities and subverting mainstream society
with behaviors considered hedonistic, self-centered,
and deviant. Among the subcultures that attract the most attention,
both among the public and in academic circles, is the otaku, the no-
toriously obsessive fans of manga, anime, video games, and other
forms of Japanese popular culture. Generally styled as nerds or
geeks, otaku are pictured in Japans collective imagination as so-
cially maladjusted young men, physically unattractive (usually
gawky or overweight), dressed unstylishly (oen sporting backpacks
and anoraks), and unnaturally xated on some narrow corner of
mass culture. Otaku are, according to one commentator, socially
inept loners . . . fanatically knowledgeable in one abstruse field,
be it Godzilla movies or the history of sumo wrestling; they
are chronically shy, sickly pale, and socially inept, but often bril-
liant technological shut-ins.1 An otaku, the journalist Tsuzuki
Kyoichi concluded, is someone who doesnt look good, who has no
girlfriend, who is collecting silly things, and . . . who is into some-
thing useless.2 In the more evenhanded words of the Oxford English
Dictionary, which added a denition of otaku in March 2008,
Originally in Japan: a person extremely knowledgeable
about the minute details of a particular hobby (esp. a soli-
tary or minority hobby); . . . one who is skilled in the use of
Illustration entitled Hikikomori,
computer technology and is considered by some to be poor by Kendra Scarlavai.
at interacting with others.3 http://www.kendrascarlavai.com.

12 EDUCATION ABOUT ASIA Volume 13, Number 3 Winter 2008

Teaching About Asia Through Youth Culture

. . . otaku, the
notoriously
obsessive fans
of manga, anime,
video games,
and other forms
of Japanese
popular culture.

13
 Teaching About Asia Through Youth Culture

Understanding Since their emergence in the 1970s and 1980s, otaku have become a major social phe-
nomenon, engendering fear, disapproval, and misunderstanding, as well as widespread fasci-
the world of the nation. e rise of an otaku identity in Japan has inspired books, lms, and art movements that
both celebrate and demonize fervent fan subcultures. Around the world, admirers of Japanese
otaku can provide pop culture (above all, anime and manga) proudly embrace the label otaku and emulate the
practices of Japans intense fanatics. Meanwhile, the prominence of otaku culture has spurred
insights into the handwringing among the Japanese public, contributing to longstanding concerns over the de-
generacy and self-absorption of Japans youth. Understanding the world of the otaku can pro-
impact of auence, vide insights into the impact of auence, technology, and the media on young Japanese, the
globalization of Japans vibrant youth culture, and the diverse social challenges confronting
technology, and the millennial Japan.
media on young ORIGINS
Otaku is a polite, almost stiy formal way of saying you in Japanese. Combining the hon-
Japanese . . . oric prex o- with taku, meaning house, it literally translates as your house and carries
connotations of impersonality and detachment. In English, the equivalent might be referring
to someone as sir, maam, or thee. How this word, generally associated in postwar Japan
with the kind of scrupulously polite language housewives would use with neighbors and acquaintances,
came to describe obsessive, introverted young fans of popular culture is uncertain and continues to be
the subject of much speculation and debate. e origins of the term are oen traced to the critic Nakamori
Akio, who wrote a series of columns in the obscure magazine Manga burikko in 1983 entitled Otaku no
kenky (Studies of Otaku). Nevertheless, the word was apparently used with regularity among groups
of manga, anime, and science ction fans at least since the 1970s and, according to some commentators,
even starting from the late 1960s.
e celebrated pop artist Murakami Takashi (whose work has been inspired by fan subcultures) sug-
gests that the term was rst adopted among small cliques of science ction writers and illustrators and es-
pecially the sta at Studio Nue, a pioneering producer of anime in the 1970s. According to Murakami, the
founders of Studio Nue, who established the rm while still students at Tokyos prestigious Keio Univer-
sity, oen used the formal pronoun otakuperhaps in a parodic manner, perhaps out of a sense of rened
elitismin everyday conversation. is practice then spread to other intense anime and manga fans and
reached even larger audiences when one of the characters in the studios popular 1982 animated series
Chjik ysai Macross (Super Dimension Fortress Macross) invariably used otaku over more casual forms
of you.4 Other chroniclers of otaku culture have suggested alternate origins for the term. Some, for ex-
ample, argue that the use of the word otaku arose among socially maladjusted pop culture fans who felt
ill at ease using informal language when addressing their fellow acionados and preferred more imper-
sonal, distant forms of speech.
Whatever its roots, the term otaku went from subculture slang to mainstream buzzword in 1989 with
the arrest of Miyazaki Tsutomu, a serial killer later tagged the otaku murderer. Miyazaki, a twenty-six-
year-old printers apprentice, was responsible for molesting, murdering, and mutilating four young girls
in the suburbs of Tokyo. On entering his apartment, police investigators found it lled from oor to ceil-
ing with pornographic and pedophilic anime as well as manga intended for young female readers. In what
one scholar has called the subsequent panic, the Japanese media vilied obsessive, introverted fans as
dangerous, psychologically disturbed perverts.5 is impression was only conrmed in the wake of the
1995 sarin gas attacks on the Tokyo subway by the Aum Shinriky doomsday cult. Many Aum members,
including leader Asahara Shk, t the prole of otaku, with longstanding interests in science ction and
a particular fascination with apocalyptic manga and anime. us otaku culture, associated strongly with
antisocial habits and fantasies both sexually perverted and violent, became a lightning rod in intense and
oen histrionic public debates over social decay and the deteriorating values of Japanese youth.

SHIFTING IDENTITIES
While bewailing otaku deviance and the crimes of Miyazaki and Aum was easy for journalists, social crit-
ics, and scholars, dening what exactly constituted an otaku and identifying the features of postwar Japan-
ese society that had given rise to otaku identity proved more dicult. From the start, what seemed to
characterize otaku, beyond their apparent social ineptitude and isolation, was the compulsion to amass
huge amounts of trivial information on obscure, narrow, and oen juvenile subjects, from animated
television series to pop music idols to tropical sh. What set otaku apart from previous generations of

14 EDUCATION ABOUT ASIA Volume 13, Number 3 Winter 2008

 Teaching About Asia Through Youth Culture

devoted fans, whether sci- bus (like Trekkies, or avid Star Trek Many psychologists and
fans) or trainspotters, was the power and connectivity aorded by
the Internet. It provided new means for collecting information and cultural critics argue that
sharing it with like-minded enthusiasts. What was also striking
about this new social formation of highly wired, technologically the roots of otaku behavior
adept, and data-driven fans was its sheer size: from the 1980s on,
Japan was said to have a population of at least 100,000 (and perhaps lay within Japans highly
as many as one million) hard-core otaku.
Many psychologists and cultural critics have argued that the structured, even oppres-
roots of otaku behavior lay within Japan s highly structured, even
oppressive, educational and social systems. ey have suggested sive, educational and social
that the information fetishism of otaku stems from the rigid rou-
tines of Japanese schooling, which emphasize rote learning and the systems.
memorization of vast quantities of fragmented facts. e social
awkwardness and reclusive tendencies of otaku, meanwhile, were
widely understood to be reactions against the pressure for conformity, emphasis on the group, and elab-
orate standards of decorum that characterize Japanese society. And while some commentators have in-
sisted that otaku are, in fact, remarkably sociable (especially with fellow enthusiasts), other scholars have
argued compellingly that otaku tend to form impersonal networks rather than convivial communities.6 As
journalist Karl Taro Greenfeld memorably described it,
e otaku came of age way back in the eighties with Paleolithic 186 computers and Neanderthal
Atari Pac-Men as playmates. ey were brought up on junk food and educated to memorize reams
of contextless information in preparation for multiple-choice high school and college entrance ex-
aminations. ey unwound with ultraviolent slasher comic books or equally violent computer
games. And then they discovered that by interacting with computers instead of people, they could
avoid Japanese societys dauntingly complex Confucian web of social obligations and loyalties. e
result: a generation of Japanese youth too uptight to talk to a telephone operator but who can go
hell-for-leather on the deck of a personal computer. . . .7
Since Japans otaku subculture began to attract public attention in the 1980s, it has evolved in a vari-
ety of new directions. While many early otaku were particularly xated on science ction (whether the
Godzilla movies or television series like Ultraman), the imaginative and visually rich realms of manga
and anime soon became the most widespread obsession. By the start of the new millennium, otaku in-
terests became more overtly sexualized. ere was a proliferation of gyaru-ge (girl games, dating sim-
ulation soware) and female fantasy characters introduced in anime, manga, or as collectible plastic
models. e characters are generally depicted as cute, vulnerable,
and sexually alluring. Otaku adopted the almost indenable term
moe (reputedly derived from two homophonic verbs meaning to
bud and to burn) to describe a kind of profound infatuation
perhaps platonic, perhaps rooted in frustrated sexual desirefor
these ctional female creations. As many analysts have suggested, Plastic toy of Haruhi Suzumiya from the Japanese
TV series anime,The Melancholy of Haruhi Suzumiya.
the long-term transition in otaku tastes, from sci- and animation Image source: Figurenews Blog at
to pursuits viewed by the larger society as perverted, pornographic, http://www.gurenews.com/2008/02/test_24.html.

ANIME
Anime (pronounced AH-knee-may), derived from the English word animation, is the term used for cartoons in
Japan. Although profoundly inuenced by Western models, including the work of Walt Disney, Japanese anima-
tion has developed a distinctive visual style and a rangedramatic, artistic, and in subject matterunparalleled
Promotional poster for Spirited Away. globally. The rst Japanese cartoons were produced in the early twentieth century, but anime only took o as a
Walt Disney Pictures. creative form after World War II, and especially in the 1960s, when animation became a mainstay in the young
medium of television. Today, anime is widely available in Japan on TV, as feature lms, and through OVA (original video animation), productions released
directly to DVD and on the Internet. Although often stereotyped abroad as violent and sexually explicit, anime (like manga) is a diverse genre encom-
passing humorous childrens fare, sci- robot epics, and thoughtful, imaginative creations like Miyazaki Hayaos Princess Mononoke and the Oscar-win-
ning Spirited Away. Japanese animation has long been exported, with generations of Americans growing up with series like Speed Racer, but only over
the past twenty years has anime become an international pop culture phenomenon.

15
 Teaching About Asia Through Youth Culture

A kind of twenty-first-century nerd Pygmalion,

Densha otoko sensitively humanized otaku
marginalization in Japanese society. . . . and oen pedophilic, was driven by
the mainstreaming of manga and
anime in the 1990s. As the Japanese
public came to accept forms like
anime, otaku felt compelled to move on to more outrageous and oensive obsessions in order to main-
tain their distance from polite society and their resistance to its niceties. As one scholar has observed,
Todays subculture chooses videogame wars over street-riot opposition, deviance over activism. . . .
erotic fantasy over sexual freedom, and hollow identity over existential angst.8
Today, the image of otaku in the Japanese media is generally quite consistent. In addition to the
longstanding impression of the subculture as anti-social, Internet savvy, information hungry, and ac-
tive consumers and collectors (whether of anime DVDs, volumes of manga, plastic models, or charac-
ter gures), otaku are now closely associated with a range of places and customs. e Akihabara district
of Tokyo, once known as electric town for its high concentration of stores selling household appli-
ances, has become a well-known otaku destination since the late 1990s. Akihabara now has hundreds
of businesses, including maid cafs (where young female waitresses costumed as servants or anime
characters wait on customers), which cater to fan obsessions. In addition, otaku congregate at Comiket
(Comic Market), a vast, twice-yearly convention held in Tokyo that regularly attracts over 500,000
people. Comiket is particularly noted as a venue for the sales of djinshi, amateur manga fanzines cre-
ated by circles of otaku and privately published. Otaku are also oen linked in the public imagination
with hikikomori (reclusive shut-ins), chronically unemployed NEETs (not in employment, education, or
training), and freeters (youth oating between dead-end, part-time jobs). All are groups stigmatized in
public discourse as symbols of the alienation and dri of Japans younger generation today.
Although the term otaku continues to have negative connotations in Japan, and fanatics remain cau-
tious in using it to describe themselves, mainstream society seems to have grown increasingly accepting
Promotional photo for Densha otoko (Train Man). of otaku culture over the past decade. For example, Okada Toshio, one of the founders of the successful
2005 Toho Co., Ltd. Fuji Television Network, Inc. SDP, anime studio Gainax, has become a recognized media expert on otaku and lectured for ve years at elite
Inc. Hakuhodo DY, Media Partners Inc.
Tokyo University on otakuology. e 2005 NHK documentary Akihabara Geeks provided a very sym-
pathetic perspective on obsessive fans, showing them with hopes, fears, and social lives similar to those
of the general population. Perhaps most inuential in changing attitudes was the phenomenally success-
ful 2004 book Densha otoko (Train Man) and the lm, television series, manga, and stage play that it in-
spired. Supposedly based on a true story, Densha otoko engagingly detailed how a shy otaku, supported
by the online community of an Internet bulletin board, came out of his shell to win the love of a beauti-
ful and seemingly unattainable young woman. A kind of twenty-rst-century nerd Pygmalion, Densha
otoko sensitively humanized otaku marginalization in Japanese society but, at the same time, suggested that
the only way a hard-core fanatic could win the girl was by abandoning childish hobbies, wearing more styl-
ish clothes, and joining the conventional majority. In the wake of Densha otoko, the image of otaku in the
public eye may have soened, but the preconception of obsessive fans as deviants in need of remaking as
normal people has remained strong in Japan.

MANGA
Manga (pronounced MAHN-guh) is usually translated in English as comics or graphic novels, though such
words cannot fully capture the richness and diversity of the genre in Japan. Manga have a long history, and their
origins stretch back at least to the Tokugawa period (16001868) when illustrated books and the sophisticated
Astro Boy poster.
graphics of Japans woodblock prints attracted both elite and mass audiences. In the twentieth century, and
Image source: www.manga.com. especially after World War II, manga flourished in Japan, drawing inspiration from American comics (like
Superman and Blondie) and tapping the creative talents of artists like Tezuka Osamu, the legendary creator of Astro Boy (Tetsuwan Atomu). Today, manga
are popular among all age groups in Japan, from young schoolgirls to aging corporate executives, and span a remarkable range of subjects, including
action, romance, science fiction, sports, food, erotica, and history. According to some sources, comics make up over forty percent of the books pub-
lished in Japan and constitute a $4 billion industry, with numerous weekly and monthly magazines catering to the nations manga-loving public.

16 EDUCATION ABOUT ASIA Volume 13, Number 3 Winter 2008

 Teaching About Asia Through Youth Culture

The otaku lifestylewired, networked, information-

driven, flexible, imaginative, narcissistic, and playful . . .

GLOBAL OTAKU
Over the past twenty-ve years, the swelling of what
journalist Douglas McGray has called Japans gross
national cool has been driven by the rapid spread of
Japanese popular culturemanga and anime, video
games, character goods like Hello Kittyin markets
worldwide. Among the Japanese pop phenomena
embraced globally is otaku culture. Beginning in
the 1990s, dedicated American fans, especially of
anime, began referring to themselves as otaku.
ey have done so with pride, as the term does
not carry the same disturbing implicationsof
perversion, criminality, and maladjustment
abroad as it does in Japan. us, one of Amer-
icas oldest and largest anime and manga fan
conventions is Otakon, which proclaims itself
the convention of the otaku generation. Otaku
USA is a glossy magazine for followers of many aspects of contemporary Japan-
ese pop culture, and the 2004 documentary Otaku Unite! was a rousing celebration of American anime
fandom. Communities of self-proclaimed otaku have also sprouted in other countries, including Great DVD package for Otaku Unite!
Britain, Russia, South Africa, and South Korea.9 Directed and produced by Eric Bresler.
Overseas otaku share many characteristics with their Japanese counterpartsan obsession with the 2008 Eric Bresler.

fantasy worlds of anime and manga, a reputation as nerds and outsidersbut their subcultures have some-
times evolved in distinctive directions. American otaku, for instance, have not shared Japanese fanatics
recent enthusiasm for moe, while cosplay (costume play, dressing and performing as manga and anime
characters) is apparently more central to otaku identity in the United States than in Japan. Another notable
aspect of American fandom is the prevalence of female enthusiasts of manga, anime, and video games.
rough the 1990s, men appeared to outnumber women among American otaku, but fan conventions
today suggest a more even gender balance. In Japan, too, the general perception of otaku is of young men,
although hard-core female fanatics have been a long-term presence in the subculture. Women were said to
have dominated the early years of Comiket and women sustain, both as creators and consumers, the pop-
ular genre of yaoi (manga depicting male homosexual relationships). In a global context, then, otaku cul-
ture is uid and its parameters and characteristics are growing increasingly broad and varied.

CONCLUSIONS
William Gibson, the famed cyberpunk novelist and inventor of the term cyberspace, has observed that
Japan is the global imaginations default setting for the future.10 If so, the world might well be looking for-
ward to ever-larger populations of otaku, xated on obscure hobbies, estranged from traditional models
of sociability, tied by the Internet and a shared love of data to like-minded enthusiasts. In Japan, where so-
cial structures and expectations are restrictive and rigid, the subculture of fanatics has been tolerated, but
disparaged. Branded deviants by the media, and singled out as the latest and lowest stage in the postwar
degeneration of Japanese youth, otaku have been publicly demonized for rejecting the collective good in
favor of narrow selsh interests, refusing to shoulder the burdens of responsible adulthood in favor of
childish obsessions, and choosing seclusion and perversion over a conventional life-course of career and
family. Otaku, in many ways, seem to have symbolized the fragmentation, dri, disaection, and with-
drawal characteristic of Japanese society as a whole since the collapse of the bubble economy and the
onset of Japans great recession in the 1990s.
But approaching otaku culture simply as a social pathology is to overlook its obvious creativity,
dynamism, and spirit of resistance to mainstream social mores. e otaku lifestylewired, networked,
information-driven, exible, imaginative, narcissistic, and playfulmay well prove the prototype for

17
 Teaching About Asia Through Youth Culture

twenty-rst-century youth cultures around the world. As William Gibson, writing for a London news-
paper, concluded,
e otaku, the passionate obsessive, the information ages embodiment of the connoisseur, more
concerned with the accumulation of data than of objects, seems a natural crossover gure in
todays interface of British and Japanese cultures. I see it in the eyes of [London antique] dealers,
and in the eyes of the Japanese collectors: a perfectly calm trainspotter frenzy, murderous and sub-
lime. Understanding otaku-hood, I think, is one of the keys to understanding the culture of the
web. ere is something profoundly post-national about it, extra-geographic. We are all curators,
in the postmodern world, whether we want to be or not.11 n

NOTES
1. Mark Shilling, The Encyclopedia of Japanese Pop Culture (New York: Weatherhill, 1997), 323; Karl Taro Greenfeld, The In-
credibly Strange Mutant Creatures Who Rule the Universe of Alienated Japanese Zombie Computer Nerds (Otaku to You),
Wired 1.01 (March-April 2003) at http://www.wired.com/wired/archive/1.01/ otaku_pr.html. Accessed July 8, 2008.
2. Quoted in Volker Grassmuck, Im Alone, but Not Lonely: Japanese Otaku-Kids Colonize the Realm of Information and Media
(1990) at http://waste.informatik.hu-berlin.de/grassmuck/texts/otaku.e.html. Accessed July 30, 2008.
3. Otaku, Oxford English Dictionary Online at http://www.oed.com. Accessed July 3, 2008.
4. Murakami Takashi, Impotence CultureAnime in My Reality: Contemporary Art and the Culture of Japanese Animation (Des
Moines, Iowa: Des Moines Art Center, 2001), 62.
5. Sharon Kinsella, Japanese Subculture in the 1990s: Otaku and the Amateur Manga Movement, Journal of Japanese Studies 24:2
(1998), 310.
6. See Volker Grassmuck, Man, Nation and Machine: e Otaku Answer to Pressing Problems of the Media Society (2000) at
http://waste.informatik.hu-berlin.de/grassmuck/Texts/otaku00_e.html. Accessed August 14, 2008.
7. Karl Taro Greenfeld, Speed Tribes: Days and Nights with Japans Next Generation (New York: HarperCollins, 1994), 17475.
8. Alexandra Munro, Introducing Little Boy in Little Boy: The Arts of Japans Exploding Subculture, ed. Murakami Takashi (New
Haven: Yale University Press, 2005), 256.
9. An excellent source on otaku in the United States is Lawrence Eng, Otaku Engagements: Subcultural Appropriation of Science
and Technology (PhD diss., Rensselaer Polytechnic Institute, 2006).
10. William Gibson, Modern Boys and Mobile Girls, The Observer, April 1, 2001.
11. Ibid, online at http://www.guardian.co.uk/books/2001/apr/01/sciencefictionfantasyandhorror.features.

ADDITIONAL RESOURCES
Books
Anne Allison, Millennial Monsters: Japanese Toys and the Global Imagination (Berkeley: Otaku: Persona=Space=City (Tokyo: Gentosha, 2004). e trilingual (English-Japan-
University of California Press, 2006). is is an enlightening study of Japanese youth ese-Italian) catalog of an exhibition focusing on otaku culture held in the Japanese Pavil-
productsfrom the television series Mighty Morphin Power Rangers to the Pokmon phe- ion at the 2004 Venice Biennale, a leading international festival of art and architecture.
nomenonand the reasons for their global appeal.
Anime, Documentaries, and Films
Patrick Macias and Machiyama Tomohiro, Cruising the Anime City: An Otaku Guide to Akihabara Geeks, DVD, Directed by Kobayashi Satoshi and Nagashima Kohei, 2005
Neo Tokyo (Berkeley: Stone Bridge Press, 2004). is is an informative guide to the fa- (New York: AnimeWorks/Media Blasters, 2006). A forty-three-minute documentary
vorite Tokyo hangouts of otaku, from movie theaters and video game arcades to Akihabara made by NHK, Japans public television broadcaster, that proles a range of personali-
and Comiket. ties in Akihabara, Tokyos otaku-friendly neighborhood.
Nakano Hitori, Train Man, Translated by Bonnie Elliott (London: Constable and Robin- Train Man: Densha Otoko, DVD. Directed by Murakami Shosuke, 2005 (San Francisco:
son, 2006). A translation of the book that started the Densha otoko (Train Man) phe- VIZ Media, 2007). e humorous and touching feature lm version of the Train Man
nomenon in Japan, this allegedly true story of an otaku and his unlikely girlfriend is told story.
through a long series of posts to an Internet bulletin board.
Otaku no Video, DVD, Directed by Mori Takeshi, 1982 (Wilmington, NC: AnimEigo,
Nakano Hitori and Watanabe Wataru, Densha Otoko, 3 vols. Translated by Sheldon Drzka 2001). is video is an animated mockumentary exploring the roots of Japans otaku
(La Jolla, Calif.: CMX, 2006). One of several Japanese manga inspired by the Train Man culture through a thinly ctionalized history of Gainax, one of Japans most successful
story, this is an accessible, well-translated version suitable for classroom use. anime studios.
Susan Napier, From Impressionism to Anime: Japan as Fantasy and Fan Cult in the Mind of Otaku Unite! DVD, Directed by Eric Bresler, 2004 (New York: Central Park Media,
the West (New York: Palgrave Macmillan, 2007). is is a sweeping survey of Americas fas- 2005). is is a fast-paced and amusing seventy minute documentary on anime fandom
cination with Japanese culture from the nineteenth century to the present, with special in the United States, with a focus on cosplay (costume play) at fan conventions.
attention to anime and manga fandom.

WILLIAM M. TSUTSUI is Professor of History and Associate Dean for International Studies in the College of Liberal Arts & Sciences
at the University of Kansas . A specialist in the business, environmental, and cultural history of twentieth-century Japan , his most re-
cent book is Godzilla on My Mind: Fifty Years of the King of Monsters (2004). He is currently conducting research on the environmental
history of wartime Japan and the cultural signicance of Japanese monster movies. He is also completing a booklet for the AAS se-
ries Key Issues in Asian Studies on Japanese pop culture and globalization.

18 EDUCATION ABOUT ASIA Volume 13, Number 3 Winter 2008