UlasanAnime.com – In our media-rich economy, a significant amount of economic activity, or consumption, revolves around various forms of media. This means we engage in frequent buying and selling, predominantly purchasing, driven by media. Within the spheres of blogs I follow, particularly those focused on anime/manga and gadgets/personal electronics/tech, holiday shopping guides are a common occurrence.
Shopping guides are a worthwhile consideration. At a fundamental level, a substantial segment of the core otaku fandom is actively engaged in monetary transactions, focusing on consumption. Given the availability of free programming, this is a natural progression, akin to being a fan of a show like ‘Glee.’ This forms the basis for understanding Japanese anime fandom.
For Americans, this is not always the case, though some generations of fans do originate from this background. Those who discovered anime through Sci-Fi channel broadcasts, or watched shows like Sailor Moon, Speed Racer, or Astro Boy, share a similar starting point. However, the focus of fandom often shifts from these initial encounters.
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I would argue that American anime fandom is excessively preoccupied with consumption, to the detriment of understanding what is being consumed and the underlying reasons for it. While the anti-moe sentiment has at least prompted some introspection, it remains just one perspective among many. A significant factor contributing to this situation is the West’s roots in anime fandom, which were established through the illicit yet low-monetary-cost, high-human-resource-cost practice of old-school fansubbing.
Realistically, the consumption of anime as a pure medium is not the primary source of revenue. Reports from Japan’s industry consistently highlight merchandising as the major revenue generator for anime, manga, and game franchises. This can also be observed in various books and websites detailing the business models of mainstream anime, which often serve as advertisements for toys or other products. These merchandise sales are where the real money lies; the animation itself acts more as a promotional vehicle.
As media piracy and fansubbing have become less challenging over the past 15 years, we’ve witnessed a clear evolution in fan consumption habits. More significantly, consumption patterns have also shifted among non-fans, or more specifically, pre-fans and casual viewers – individuals who are not yet dedicated fans but grew up watching shows like Pokemon and retain curiosity about certain franchises. This demographic, particularly the average American from the Millennium Generation, presents unique challenges for companies seeking to monetize them due to their sheer numbers. This leads us to a discussion about New Media and its impact.
However, dedicated fans who have historically spent significant amounts of money, particularly before 2002, will recall the era of purchasing VHS tapes at $30 each for just 2-4 episodes. This was common when people regularly spent hundreds, even thousands, of dollars on imported LaserDiscs, and crucially, on shipping (or even airfare). Today, we benefit from conveniences like DVDs and Blu-rays, along with improved shipping options. While current exchange rates are unfavorable compared to the favorable 120+ to 1 valuation of the 1990s, online platforms offer easier access to Japanese goods, replacing the need for human proxies contacted via phone or mail. Life is indeed more convenient for anime prosumers today.
Consequently, creating a shopping list for the average English-speaking internet user in 2010, even within the anime and manga community, feels rather conventional, wouldn’t you agree? It’s no different from compiling a list for sites like Engadget or Kotaku. When I compiled mine, I focused on items I owned or desired, prioritizing those with a novelty factor that made discussing them more engaging than their intrinsic value. The exception is the Detolf display case. This item represents a specific type of insider knowledge, a “real deal” item that more people should be aware of, signifying a commitment to enhancing the 21st-century geek lifestyle rather than being a typical gift item.
For a genuine “you-should-buy-this-holiday-season” list, those who truly need specific items likely already possess them. If you’re shopping for such an individual, the best approach is to inquire directly. My own list might suggest, “Hey, visit j1m0ne’s blog and pick something out.” Most genuine anime fans are adept consumers; they know what to buy if their budget allows. The timeless adage about gift-giving remains true: understanding the recipient’s preferences is paramount.
