Ask John: Why Don’t Americans Watch Classic Anime?

Question:
It seems to me that most people in America hold little to no interest in classic anime that precedes Ghost in the Shell or Akira. Fist of the North Star, Robotech, Astroboy or Speed Racer seem like exceptions more than the rule to me. Perhaps this could be because Americans and the Japanese perceive their classics in different light since the respective time scope in which Japanese animation has been popular greatly differs between each country. It seems to my observation that while the Japanese anime industry and fans regualarly support old shows like Gundam, Lupin, Dororo, and Doraemon, American fans enjoy experiencing completely new animation and often find hesitation or are completely apathetic so-called classics over there. Do you have any insight you can share on this?

Answer:
I agree with your theory that relative appreciation for anime is tied to exposure. I do believe that Japan has a greater appreciation and respect for vintage anime because Japan has a more receptive attitude toward animation than America does, but I don’t think that cultural difference is a major influence. I suspect that the lack of interest in vintage anime in America is caused primarily by the relatively recent introduction of anime into America. Modern anime has been available in America nearly since its creation in the late 1950s, but the large American fan community is less than twenty years old, and anime has only begun to reach mainstream American awareness within the past 6 years.

Vintage anime is loved and respected in Japan because it’s part of Japanese history, and there are generations of Japanese citizens who grew up with these old shows and now have a nostalgic love for them. Singular programs like Starblazers, the various American incarnations of Gatchaman, Astro Boy, Speed Racer, Voltron, and Robotech, among others, are fondly remembered in America for the same reason. These particular shows reached mainstream American audiences and have become part of the history of American pop culture. However, America seems to have little interest in vintage anime that doesn’t have nostalgia value. I think this may be explained by the way American fans perceive anime.

I believe that many contemporary American anime fans are fascinated with anime because it’s so unlike conventional American animation. The visual design, kineticism, and subject matter of anime is novel for average Americans. Titles like Fist of the North Star and Ninja Scroll are popular because they’re violent and graphic. Akira and Ghost in the Shell are unique because they’re animated cyberpunk. These works with contemporary looking art design, bright colors, crisp and modern looking visual impact, and shocking content (by American standards) make anime seem trendy and cutting edge. Older anime that has noticeably limited animation and primitive looking art design (dated looking characters and simple background art) doesn’t feel modern or futuristic, and doesn’t feel like it’s on the bleeding edge of trends and culture. To put it simply, vintage anime doesn’t have the “cool” that modern anime has for average American viewers.

The first Anime Expo convention held in 1992 may be the landmark which identifies the beginning of the anime explosion in America. Pokemon was at its peak of popularity in America around 2000, signifying anime’s widest penetration ever into mainstream American society and awareness. If vintage anime are popular in Japan among viewers who grew up with these shows, America has no audience that grew up with classic anime and buoys its popularity now. It’s natural for viewers to be most interested in what’s current, contemporary, and upcoming. Very old anime is often difficult to acquire in America, and typical American viewers have very little motivation to watch it. Very devoted anime fans may be interested in the historical and artistic qualities of vintage anime, and may seek out old anime both for entertainment and to gain first hand experience of the ancestry of contemporary anime. But average viewers are primarily interested in being entertained without compromise, and don’t want to watch anime that looks or even seems dated, regardless of its cinematic and literary quality. Precisely for that reason, I don’t think that America will ever develop much more appreciation for the anime of the 1960s, 70s, and early 80s than it has right now.