Genealogy of communicative practices by otaku: evolution of audiovisual technology and fan culture in the consumption of anime

Abstract

Japanese commercial animation is frequently mentioned by the experts on the convergence culture as an example of the systematic integration of transmedia audiovisual production structures at its core. However, the attention to this trait excludes incidentally another relevant aspect: the hyperactive reception of their fans. Through a historiographical revision of the ways to consume and transform anime from the 1970s until today, we introduce the Japanese otaku subculture as paradigmatic of the proactive role of contemporary prosumers which have established themselves at the vangaurd of the animation industry. To do so, we delve into a chronology of the technological milestones of Japanese commercial animation articulated around the case of the famous studio Gainax, a key part on the construction of the otaku identity inside and outside Japan.