Ask John: Why Is Shonen Anime So Popular?

Question:
In several of your columns, you’ve answered the question, “Will this show be licensed and/or aired on Cartoon Network?” In most of those same articles, you’ve responded along the lines of, “Said show does not appeal to those outside the hardcore fans,” or “Said show does not fit Cartoon Network’s viewer demographic.” Also, you’ve noted that the majority of licensed titles for North American release are shounen action/adventure. Despite the supposed demand among fans for philosophical or “deep” anime, those aren’t what people are buying. Just why does shounen appeal to such a large segment of anime fans? Furthermore, do you foresee CN’s Adult Swim ever airing non-shounen titles?

Answer:
The reason for the popularity and longevity of conventional shonen anime may sound simple, but it’s more complex than it seems. To put it simply, typical shonen anime is popular because it’s accessible. Straightforward action/adventure series like Dragonball, One Piece, Naruto, Yu Yu Hakusho, Hunter x Hunter, Bleach, and shows that exhibit characteristics of typical shonen anime like Inuyasha appeal to viewers of all ages, male and female. Typical shonen adventure anime emphasizes encouraging and moral values including personal responsibility and integrity, teamwork, perseverance, loyalty, cheerfulness, and mental and physical fitness. I’m not suggesting that manga creators including Eiichiro Oda, Akira Toriyama, and Tite Kubo specifically design their stories to include these themes. Rather, shonen manga artists probably unconsciously adhere to a similar attitude – a philosophy of composing fun, exciting, and ultimately confidence inspiring adventure stories.

Shows like Dragonball, Bleach, and One Piece are easy to watch because they utilize immediately identifiable character personalities, they’re underdog stories, and they’re archetypal myth stories. Almost immediately novice viewers can identify Son Goku as the gentle warrior; Lufy as a simple-minded but fiercely loyal and determined optimist; Ichigo as the reliable altruist, and Naruto as the outgoing underdog. Conventional shonen anime don’t use characters with complex personalities and changing motivations. Instead, they use large casts, dividing personalities among many characters, which gives viewers a wide array of characters to identify with and cheer on or hate. The protagonists of shonen adventure anime are often average people. Even in the case of superhumans like Son Goku, Lufy D. Monkey, and Naruto Uzumaki, they feel like friendly, average boys or young men that viewers can empathize with and call friends. Shonen protagonists earn our empathy because they’re people who strive towards a goal in spite of hardships. With their courage and friendships, they overcome all obstacles. Viewers thrill and worry over how the characters will face difficulties, and we continue watching because we want to see these characters succeed against overwhelming odds.

Shonen anime are also accessible because they’re familiar. Underdog characters that pursue a personal goal illustrate the ancient quest myth. The concept of a hero journeying in search of an ultimate goal- whether that goal is treasure or status- is an ancient narrative theme that audiences worldwide are intimately familiar with. Unlike contemporary romantic comedies, cyberpunk, or space operas that appeal to a specific audience, the simple story of good versus evil, or a common man’s attempt to become uncommon is literally an archetypal human story that’s accessible, familiar, and enjoyable for anyone. Die-hard American anime fans may appreciate “deep,” philosophical, complex, and provocative anime, but the shows that are easy to immerse in, identify with, and enjoy as a temporary distraction will always reach a bigger audience.

The Cartoon Network and Adult Swim have broadcast “non-shonen” anime like Witch Hunter Robin and Paranoia Agent, but these shows only appeal to a relatively small audience that’s interested in challenging, thought-provoking, intellectually stimulating animation. These types of shows may be progressive and trendy, but they don’t attract and hold viewers the way mainstream, easily accessible shonen adventure series do. Therefore, it’s valuable for the Cartoon Network to diversify its broadcast schedule to create an impression of variety and dynamism, but it’s most beneficial to the Cartoon Network to concentrate on broadcast anime that has the biggest potential viewing audience.