Kelts, Roland. . Japanamerica : how Japanese pop culture has invaded the U.S. / Roland Kelts. 1st ed. 1403974756 series New York : Palgrave Macmillan, 2006.
Call#: Van Pelt Library E169.12 .K46 2006

Ronald Kelts discusses the growing influence of Japanese culture in the United States by examining characteristics particular to anime and manga fandom as participatory communities.  In order to unravel this idea, Kelts juxtaposes the fictional worlds created through anime against those of Hollywood properties.  He argues that anime worlds are far more immersive and imaginative, while American media has traditionally limited certain themes, such as sexuality, and circumscribed exploration of these worlds.  Many individuals therefore were drawn to anime because it provided them with a more mature and immersive experience.  Furthermore, large “do-it-yourself” communities developed around anime since these worlds have so much potential to be expanded and explored by fans.  Kelts goes on to note how many anime studios, such as Gonzo Digital Holdings and Studio 4C, have recognized that the social structure of these communities represent the greatest advantage Japanese companies have to be successful in the United States market.

As remix culture begins to steadily supplant traditional consumer culture, media companies are recognizing the importance of cultivating participatory communities in order to generate interest and merchandising opportunities for their properties.  Indeed, up until now the anime industry has recognized the value of these communities by tacitly approving of their activities despite being aware of their widespread copyright infringement – fansubs, fan fiction, cosplay, and various other forms of creative expression have been openly displayed for some time both on the internet and at fan conventions.  In this way, we can recognize that the letter of the law is only one part of what must be a multi-faceted understanding of copyright; many illegal activities may in fact be culturally beneficial and even economically complementary.  In many cases the anime industry has succeeded by leveraging the creative social structure of fan communities.  For example, series such as Pokemon or Naruto have incorporated merchandising models that capture fans' passion for expression and connection with these fictional worlds.