Ask John: Is Anime a “Pop Culture Phenomenon?”

Question:
The AnimeNation newsletter recently included a book description for Anime Essentials that read:

“What makes Japanese animation Japanese? What are the top, not-to-be-missed films? Who’s got the anime goods? What’s it all mean anyway? Answering just about every question a fan (or curious parent) has, Anime Essentials is an easy-to-read and fun-to-look-at overview of the pop culture phenomenon sweeping America…”

Did AnimeNation write this? Did the author? Are they TRYING to alienate people to whom “pop culture phenomenon” is not a desirous label for their interests? Finally, would you call anime a “pop culture phenomenon?” I suppose you could say it is fast becoming one, but…what about those of us who’ve been “into” it for years? And if anime *is*, well…then wouldn’t people know more than to call it “cartoon porn” (which is what *I* hear from pop-oriented peers)?

Answer:
AnimeNation did not write this description, and it’s not phrased the way we would have written it. This description is a shortened version of what appears on the back of the book, presumably written by the publisher.

I’ve been watching import and untranslated anime as a hard-core, serious fan, since 1987, and I consider anime an element of Japanese pop culture, but not part of American pop culture. I do believe, though, that the sudden boom of anime in the US within the past 2 years would count as a “pop culture phenomenon.” Note, though, that I’m not talking about the actual animation itself being a pop culture phenomenon in America. I think that the hype and sudden popularity and marketing and media attention surrounding anime in America is the “pop culture phenomenon.” I do understand and sympathize with the point your making. Calling anime a “pop culture phenomenon” suggests that it’s merely a transient, superficial fad. This stereotype strips anime of all of its integrity and its intrinsic value as an example of imported Japanese culture. I don’t know what Gilles Poitras’ opinion is on classifying anime as a “pop culture phenomenon,” but I’m positive that he cares enough about the nature of anime to want to maintain and even emphasize its Japanese-ness and the cultural character and symbolism contained within anime.

It’s clear from the quoted passage that the Anime Essentials book is targeted at potential anime fans and consumers that are unfamiliar with the genre. That explains the phrasing. Like any commercial product, the Anime Essentials book is meant to sell. The publisher must have written the description to sound appealing and interesting to mainstream readers. “Pop culture phenomenon” suggests something that mainstream consumers should want to get interested in, and that sells books. The hard-core base of anime fandom, of which it appears you and I are included, is simply too small to be a significant market factor. I doubt that the book publisher was intentionally trying to alienate any potential customer. The publisher was simply utilizing good business sense and tailoring the marketing of the product to the target market.

As I’ve said before, and will continue to say in the future, if we, as die-hard anime fans, are offended or disturbed by trends in anime’s influx into America, it’s up to us to do something about it. As you’ve said, anime still has very much the reputation of being merely cartoon sex & violence, giant robots and Pokemon. “Pop culture phenomenon” suggests Swatch watches, the Backstreet Boys and Razor scooters. If we want people to know that there’s more to anime than flashy quick fix entertainment, we have to educate people ourselves. If you hear someone referring to anime as “cartoon porn,” or if you hear of people saying that all anime is kids’ stuff like Pokemon, inform them differently. Sure, there is anime for children, and there is pornographic anime, but there’s also anime that uses the tragedies of history to remind and teach viewers of the horrors of war (Barefoot Gen, Graveyard of Fireflies) and anime that preach ecological protection (Nausicaa, Mononoke Hime); there are anime that deal with true to life situations in a realistic fashion (Whisper of the Heart, To Heart); anime that focus on moral issues of politics and human rights (Akira, Gundam, Jin-Roh); anime that present philosophical debates on the nature of life (Ghost in the Shell) and religion (Twilight Q part 2); anime that deal with issues of morality and ethics (Ima Soku ni Iru Boku, Utena, Oniisama E…); anime based on Greek myth (Arion), Chinese history (Like a Cloud, Like the Wind) and legend (Saiyuki), Neo-Classical British literature (Laputa), Hindu mythology (Shurato), Norse mythology (St. Seiya), Japanese culture (Pom Poko, Only Yesterday); and even anime that exist for no other reason than to be “art” (Angel’s Egg, 1001 Nights).

Anime itself is not a “pop culture phenomenon” but right now that state of anime in America is a pop culture phenomena. It’s the responsibility of all anime fans that genuinely love anime to see that anime doesn’t fulfill the predetermined fate of a mere “pop culture phenomenon.” If the moniker “pop culture phenomenon” is degrading, work toward transforming anime into not a phenomenon but an actual element of Japanese pop culture mixed into American pop culture.