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The Rise of Adult Anime and the Critique of Otaku Culture

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The Rise of Adult Anime and the Critique of Otaku Culture

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In terms of adult anime, the 1990’s saw the creation of controversial shows which both satisfied and criticized the otaku culture. These contending group of anime objects converged on the American market, these included enduring structures, such as television shows made in Japan and localized for US television, often as part of a media mix strategy to sell toys or games. Most visibly, the Anime for the mature and/or otaku audience became a recognizable characteristic in video sales, opening a category of 'adult' animation that recreated the rise of the Japanese otaku audience abroad.

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Evangelion featured mature adult themes and heavy violence. It follows teenager Shinji Ikari, who is recruited to pilot a giant bio-mechanical robot, known as Evangelion, to protect Earth from mysterious beings called Angels. Among its topics, it criticized the very same otaku fans that made up its audience. Despite being the most successful anime series of the 1990’s, TV Tokyo chose to increase censorship in response to the experimental series.

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The Mainstream Explosion: Pokémon and the Otaku Market Phenomenon

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The Mainstream Explosion: Pokémon and the Otaku Market Phenomenon

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Around 1997 the growth of the ‘otaku’ market experienced a large mass-market phenomenon of mainstream titles, prominent aesthetic milestones, and the continued otaku culture. The tradition of fandom holds that Japanese animation was dragged into the American market by the attention of fans. The US otaku market certainly displays a very similar paradigm to that of the growth of fandom in Japan, rooted in science fiction and film appreciation, expanding through university clubs and private meetings and growing significantly swiftly after the adoption of computers and the arrival of magazines as recurring sites of community and conversation.

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Pokémon (1997) and Princess Mononoke (1997)

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Pokémon (1997) and Princess Mononoke (1997)

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Globally known anime productions such as Pokémon, and Studio Ghibli’s successful film Miyazaki’s Princess Mononoke. This movie was the most expensive anime film to date, and the highest grossing movie of 1997 breaking the Japanese box office record. The story follows Ashitaka, a young prince cursed by a demon, as he seeks a cure and becomes embroiled in a conflict between the forest gods and a mining colony exploiting the land. However, the most iconic anime of this period was Pokémon, which would become one of the longest-running anime and develop into one of the world’s best known anime franchises, it follows the journey of Ash Ketchum and his friends as they capture and train Pokémon, aiming to become Pokémon Masters.

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Globalization of Anime Through the Advent of DVD

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Globalization of Anime Through the Advent of DVD

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Moreover, there was a degree of transnational rationalization in the globalized late 1990s and early 2000s, particularly after the introduction of the Digital Versatile Disc (DVD). Which made simultaneous, or near simultaneous multiple language releases of the same object much more accurately, making the narrative of anime history after the DVD travel widely from territory to territory. Allowing anime shows to become translated into many languages worldwide and become a huge success.

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Based on Eiichiro Oda's manga. It became one of the longest running and most successful anime series, contributing significantly to anime's global popularity. It follows the adventures of Monkey D. Luffy and his pirate crew in search of the legendary treasure, One Piece, known for its engaging storylines and rich character development. One Piece has had a profound impact on the anime industry, maintaining its popularity for decades.

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Preceden. (n.d.). Anime timeline. https://www.preceden.com/timelines/709409-anime-timeline

Nihon Narratives. (2022, March 15). Evolution of anime: Decade by decade. Substack. https://nihonnarratives.substack.com/p/evolution-of-anime-decade-by-decade

Poggers. (n.d.). History of anime. https://poggers.com/blogs/data/history-of-anime