The Soul of Anime: Collaborative Creativity and Japan's Media Success Story

Experimental Futures

by Ian Condry

In The Soul of Anime, Ian Condry explores the emergence of anime, Japanese animated film and television, as a global cultural phenomenon. Drawing on ethnographic research, including interviews with artists at some of Tokyo's leading animation studios—such as Madhouse, Gonzo, Aniplex, and Studio Ghibli—Condry discusses how anime's fictional characters and worlds become platforms for collaborative creativity. He argues that the global success of Japanese animation has grown out of a collective social energy that operates across industries—including those that produce film, television, manga (comic books), and toys and other licensed merchandise—and connects fans to the creators of anime. For Condry, this collective social energy is the soul of anime.

Genres: Nonfiction, Japan, Anime, History, Pop Culture, Anthropology, Cultural

256 pages, Paperback

First published January 1, 2013

About the author

Ian Condry is Associate Professor of Comparative Media Studies at the Massachusetts Institute of Technology. He is the author of Hip-Hop Japan: Rap and the Paths of Cultural Globalization.

Reviews

[Kenneth · Rating 5 out of 5]

I will just say it flat-out: this is the most enlightening anime book I have ever read. Previous nonfiction works are lacking because they are often written by, (and for,) hardcore anime viewers, mercilessly burying readers in trivial plot points and background information about niched feature films, shows, and OAVs. Ian Condry is not an obsessive "Otaku," but a cultural anthropologist, Associate Professor of Comparative Media Studies at MIT, so his extensive research goes beyond film titles, directors' names, and plot summaries. As a cultural anthropologist, Condry's intent in this 230-page piece is to reveal the inborn and highly-entangled RELATIONSHIP between the product (anime, manga, toys, etc.) and the people who produce, distribute and consume them (Otaku fans, Studio Ghibli, etc...) This relationship, this careful interplay, between consumer and commodity is an invisible thread binding this cultural phenomena together. This is the "Soul" of anime in which the book is named, the essential thing of importance often overlooked by many writers of the topic. One humorous early example in the book is the unusual birth of "Afro Samurai," a hit anime miniseries from 2007 that started, literally, as a fan-made mannequin sitting on somebody's desk at Studio Gonzo; this simple fan toy was seen by the right people, was endorsed by actor Sam Jackson, and became a hit on both Spike TV in America and in Japanese cinemas.
What delighted me most about the book was Condry's thorough, unbiased observations, his avoidance of tiresome mindsets such as "well, it's crazy Japan, so that's just how things are done there.." The "Soul" of anime is widespread and global, so it is ridiculous to assume that anime is "there," and "we" are "here." As a cultural anthropologist, Condry is remarkably open-minded and comments on all aspects of the global phenomena. He also avoids the second pitfall many anime books succumb to, which is the the false notion that the industry is "wonderful and growing, growing, growing like an oiled factory machine." Not so. Condry realistically faces the cold hard reality: the anime industry in the last decade is faltering, due to labor moving to other countries, the triple disasters of 2011, (the Tohoku Earthquake/tsunami and the Fukushima Daiichi Nuclear event,) which robbed the country of its perceived 'coolness,' and the growing problem of piracy from excessive "fandubs," (mentioned a few paragraphs down in this review.) Many of Condry's information comes from visiting anime workshops and meetings; here, he also notices a sad trend in workers, in which the percentage of women within studios is surprisingly minuscule compared to male laborers, and that actual anime, while still "conceived" in motherland Japan, is being produced at an alarming rate in China other neighboring countries where labor is cheaper.
The book's research goes back as far as 2005 as Condry visits prominent people within the industry, such as the legendary founders of Studio Ghibli, and those involved in the prestigious toy company Bandai. This book is amazingly hip and up-do-date, being published this year (2013). And if what I have already written was not good enough, much of Condry's observations of the anime production process follows the day-to-day dealings of rising star Mamoru Hosoda, the innovative, stylish, anime trailblazer, whose work is expected to bring the industry into the exciting, (and uncertain,) 21st Century. Hosoda's two highly acclaimed, box office hits "The Girl Who Leapt Through Time" and "Summer Wars," are dissected through characterization, themes, and storyboard process. As a cultural anthropologist, Condry also remarks on the crammed, messy, (almost sweatshop,) conditions facing animators, as well as the filmmakers' approach to storyboards. (Like American animated films, storyboards are used as a brainstorming device , but are often dissed once the story is in place.) This analysis of Hosoda's stories reveal a look at anime's "Soul" as a strong collaboration between world community; in "Summer Wars," for example, Hosoda set out to make a film whose hero is no single person, but a group, a conglomeration of characters and personalities who act as one.
Condry addresses several fascinating topics throughout the chapters. Chapter Three, for example, explains the strong influence of American animation in Japan, giving insight as to why anime characters look Westernized and often have such large eyes. (It is because classic 30's era Fleisher/Disney toons had em!) He explores the reasons why American animation has been stuck in the comic, children's niche for so long, (where it still resides, for the most part,) while Japanese anime, while having its humble origins in an Astro Boy-driven past, has taken off into a plethora of genres and audience demographics. The reasoning has to do with the fact that American animation and comics originally functioned as a post-vaudeville form of entertainment for the masses, and comic books have been severely censored in the 1950s; Japanese animation, by contrast, never had censorship, (until two or three years ago,) and their animation was conceived from the start as a moving "illustration." Another interesting area is the relationship between voice work and animation. "Aladdin"'s Genie relied heavily on the previously-recorded voice work of Robin Williams, and American animators at Disney did their best to PERFORM their artwork to this voice work, exaggerating, "cartoonifying" movements to the fullest extent possible. Japanese anime, on the other hand, takes a more realistic approach, one grounded in the "real," with voice work being performed AFTER all drawings had been completed. Stylistically, an anime film is, in essence, a "story with pictures," an illustrated live action film, very similar to ancient Japanese wood carvings and visual scroll drawings, (emakimono,) of the 12th Century. This fundamental differences between American and Japanese approaches to animation took me completely by surprise.
A second aspect that Condry addresses in Chapter Six "Dark Energy," (starting on page 161,) deals with oversea "fansubbing," the controversial, (and illegal,) practice of downloading an anime online and re-releasing it with fan-made tracts of dialogue, for the consumption of fellow Otaku. This complex world is further complicated due to fansubbers' claims that they are morally justified for breaking the law: the anime industry takes too long to export subtitled anime to America. Curiously, while the anime industry is suffering financially from this illegal practice, they do not enforce strict, anti-piracy laws as in the United States, because Otaku's fansubbing efforts increase the popularity of the anime shows. "Popularity is enlived by network effects... Dark energy evokes the larger, flowing system, not just the element that can be packaged and sold" (Condry 164). In other words, fans are increasing the mystique of the product, adding more invisible ties between fans and the product, subculture and mainstream, strengthening anime's "Soul."
One final aspect of the book which I appreciate, because of its speculative and philosophical nature, deals with "moe" love. Moe has no English translation, and describes a strong feeling of attraction and love/lust with an imaginary 2D character. An increasing number of Otaku, (both in American and Japan,) have entered the so-called "love revolution," falling in love with virtual female divas such as Dejiko or Hatsune Miku. Some individuals, like the mentioned Taichi Takashita in 2008, have gone so far as to "set up an online petition to call for legal recognition of the right to marry an anime character" (186). Condry analyzes this unusual, growing phenomena by comparing the traditional working, breadwinning "salaryman" who marries, (for lack of a better term,) a "three-dimensional" woman, and how preconceived notions of masculinity are being chipped away by internet/media-savvy Otaku. The new-fangled Denpa Otoko "Radiowave Man," expresses alternative values of love as a social evolution, due to the global trend of technological bombardment. I found this chapter to be extremely eye-opening because it demonstrates how anime and media is real, how "...we see that the wider collaborative potential of new media can help produce extremely idiosyncratic and personal affects, so that even the seemingly asocial love for a 2d character in fact illuminates the emergence of alternative social worlds" (Condry 203). If anime is valuable and "real" in a business sense, (generating billions of dollars of annual revenue through the creation and marketing of beloved and recognizable characters, such as "Pokemon" and "Sailor Moon,") why should society deprive fans of a less-tangible feeling of worth, (moe love,) towards fictitious characters? The chapter ends with nothing but questions and concerns, particularly this one: if Japan allows a man to legally marry an anime character, does he pay royalties to the studio/company who 'owns' her?
The only complaint I had with this book is that I wanted further exploration concerning this "love revolution," especially concerning the recent technological innovations over the last two years enlivening the virtual diva/Vocaloid Hatsune Miku, who performs numerous "live" concerts. The phenomena of Hatsune Miku is one of the most exciting and unusual aspects of Japan, but the book never really addresses it. Other than this minor flaw, I highly recommend this book for fans of anime, those interested in culture/media studies, or anybody who wants to beef-up his or her brain with a well-researched piece of work. Condry's work is well-researched and will lead to further research on the reader' part; "The Soul of Anime" contains many outside references and footnotes, and is a worthy literary source for a research paper in any University setting.

[Sam · Rating 4 out of 5]

Review Note: This ARC was given to me by NetGalley and Duke University Press. Thanks again!

I'm going to admit something that may seem a bit odd when it comes to reviewing a book about anime: Anime is something I've outgrown. I was a huge fan back in the early 90s to the early 2000s and yet over the last few years I have yet to find shows and films that strike a cord with me. I do not know if it's the insane amount of moe that seems to be appearing on the market or just not having a strong connection to what hip and with it in Japan, but it's something I've paid a lot less attention to.

The Soul of Anime is one of those academic books that is very fun to read. Ian Condry's voice oozes with excitement in his desire to impart his knowledge on his reader and his enthusiasm is wonderfully found throughout. There is so many great interviews and analysis that he presents in this book that mostly looks at the idea of anime having a "soul" and how even in its failures in both the East and West still have the power to create success stories through fandoms. Fandoms themselves can be scary, and he does not shy away from the destructive aspects of it (especially in the entire chapter on fansubbing, fans and publisher relations), but he shows how people can connect with works that have the power to leave a deepening impression.

The one chapter I adored was the one on Gundam and mecha animation. I'm not the biggest mecha fan, but it was interesting to see how the connections were made television shows and toy manufacturing. It was also interesting to read about the failures and resurrection of Gundam, and the differences between how the Japanese and West view hits like Neon Genesis Evangelion.I also really loved his insight on "moe" trends and the creation of digital mascots that then transform into huge phenomenons, for better and worse. There's also a ton of great history and I would say the only downfall is when the authors voice transfers from enthusiasm to technical, as while it's informative, the change in tone can sometimes be a bit jarring.

Overall, this is a great book for academics, Japanophiles and anime fans. There's so much to like about this book that it's a great read. The only disappointing factors about it is that you can tell that Condry had so many ideas and themes that he wanted to share and perhaps couldn't get into the book, but I doubt this will be the last time we see him do more academic focuses on anime and Japanese popular culture.

[Arushi · Rating 4 out of 5]

I requested this book from NetGalley. So thank you NetGalley and Duke University Press for giving me the chance to read it.

There are some books that are read in one go, devouring each page. Then there are others where every word has to be savored. The Soul of Anime is one such book.

It is non-fiction at its best, because not only has information been presented in a fashion that makes it intriguing while staying true to the facts, it also has information that at least I was not familiar with. Not to mention, the book is not just academic, it has a sense of excitement about it. You can sense that the author is talking about something he loves - which makes you enjoy it even more.

Condry talks about everything here - the working life of artists, the reality of the scale of the studios, including the big names like Studio Ghibli, Madhouse, Aniplex etc. - the way many of the studios collaborate with each other - the way anime is made, from the drawing boards up and how so many of the parts essential to the work are later discarded as there is no place for them once the work is finished.

The success of anime is not about big conglomerates making money, but rather it is about every person who has contributed to the spread of this as an art form. Whether it is the fans who create subs for Japanese audio for free, or the websites who host huge amounts of anime and manga free for fans.

To use an example from the book, Summer Wars, an extremely successful anime film has been discussed in detail here and the truth of how many people worked together to make it into the phenomenon it is, is simply put, inspiring to read. The sheer amount of work that goes into creating even a single frame of the movie is astounding.

It is almost like reading about a world where co-existence of separate industries and competitors is not just tolerated but almost expected. After all, it was this unsaid agreement to work together that has brought Japanese artwork (anime, manga and all related aspects) to almost every part of the world. And we all know, from the way anime and manga has spread, that this approach, definitely works.

The book is wonderful for every fan of anime but it goes deeper than that. It is a study of how well collaboration can work, even when there is no monetary profit involved.

[Clare · Rating 3 out of 5]

The Soul of Anime offers intriguing theories as to the unique appeal of anime, with the concepts of transmedia storytelling, collaborative creativity, and social energy. While I would argue that twenty-five percent of what Condry is talking about here applies to all fandoms, not just anime, it’s a good look into the medium’s specific charms. Unfortunately, a chapter on moe and 2D lovers examines them without even acknowledging the possibility of misogyny or examining their sexualization of children just gives me the utter creeps. Worth a read, but maybe skip chapter seven.

[Sam Nesbitt · Rating 4 out of 5]

A fascinating anthropological and ethnographical study on the social energies and mediums that have popularized a uniquely Japanese form of entertainment to a global level. “Anime illustrates the constructedness and variability of ideas of value in different crucibles of creativity” (208). Although truly interesting, the book is heavily technical at points, which can leave the reader unfamiliar with anthropology, ethnography, media studies, etc. at a loss. Additionally, although Condry’s fieldwork and descriptive analysis are impressive, some of his positive argumentation is weak, especially as it relates to human-technology relations in the context of otaku. Overall, a good and informative read that will deepen the understanding of Japanese culture and anime production for the reader.

[二六 侯 · Rating 4 out of 5]

分析巨大機器人動畫史，田調又觸及許多2000年代的名作，包括我個人相當喜歡的實驗性作品《血色花園》（Red Garden），是相當有價值的學術書。可惜成書的時間太晚（2013年），很多都是「過去式」了——線上影音平臺流行後跨國資金湧入、跨域傳播更容易，日本動畫將走向何方？這或許是十年前看動畫跨域「地下傳輸」難以預期的吧。

又及，作者對巨大機器人動畫中的英雄主義感到憂心（是否會讓人覺得戰爭打倒首腦就能結束），我只想跟他說：您老回家看看好萊塢的超級英雄，豈不是更誇張？

[Danny J · Rating 4 out of 5]

In The Soul of Anime: Collaborative Creativity and Japan's Media Success Story, author Ian Condry, an MIT cultural anthropologist, analyzes anime through a ethnographic lens and explains how anime has transformed from it's humble post-war beginnings to a multi-billion dollar global phenomenon.

Let me start off by saying that this book is an academic work and reads at a college level because of the language and concepts that Condry uses. I would not recommend this book if you are parent who is looking to buy an anime book for your preteen son or daughter. Some of Condry's arguments in this book can be highly convoluted and complex and I've had to go back and reread sections at times. However, they are other times, more often than not, where Condry's words leapt off the page with ease.

I imagine that most people who pick up this book will already have a strong familiarity with anime and those who do not might have a more difficult time with this book. For me personally, I felt more connected to Condry's arguments because I have seen a majority of the anime mentioned in this book. For those who are considering picking up this book to read I would recommend watching some of the more prominently featured anime in this book such as Mamoru Hosoda's The Girl Who Leapt Through Time and Summer Wars. Shinichro Watanabe's Samurai Champloo. Hideaki Anno's Neon Genesis Evangelion and Hayao Miyazaki's work with Studio Ghibli. That being said, even if you're a casual fan or know nothing at all about anime, this book can be enjoyed by both.

Condry continually describes anime as a trans-media collaboration between creators and fans and I think he clearly illustrates this throughout the many different sections in his book. His section on the history of anime production coupled with his inside look on how contemporary anime is produced is fascinating. He discusses the trans-media effect of anime, how anime and its characters are used in multiple mediums whether through manga,light novels, merchandise,live action films, cosplay at fan conventions, and fan-fiction all in which build relationships with fans but also gives fans a sense of collaboration. Condry goes on in detail about the morality of anime piracy among fans and also discusses some of the social impacts of anime culture in Japan, notably the "otaku" and how they are perceived in Japanese society.

Theses are just some of the topics that Condry covers in this book. I consider myself quite knowledgeable about anime and it has provided a lot of insight not only on the production side of anime, but also has helped me make connections about anime and its place in the global media marketplace that I have never fully realized before. The only thing I wish Condry would of covered more was Western anime fandom. He does attend a convention in Boston and briefly discusses some of the events that take place, I would of liked to see a more in-depth look at the social aspect of conventions, not necessarily cosplay, but more of what types of people attend these conventions and why ?

Needless to say The Soul of Anime is the most detailed work about anime and its cultural impact I have read. Ian Condry did a remarkable job in researching and conveying his ideas intelligently and he makes this book a whole lot of fun to read. Easily recommended for all anime fans. Non-fans can find something to like here too.

[Lex · Rating 3 out of 5]

Trying out the non-fiction books from NetGalley. :) When I saw this one, I said "Ooh! Anime!! Need to see this!" I actually thought it's comics or something. I don't really read the summary.

When I got approved today, I checked it out and skimmed a bit. I thought it'll be boring. But heck, I just saw they mentioned One Piece. I'll totally will be reading it once I finished my other CR and 3 other books. :)

Thanks for the book!

I have enjoyed reading this. Being an anime lover myself. Very great insight of Japan's animes.

[GONZA · Rating 3 out of 5]

It was interesting, but it was not exactly what the title made me think so I was a little bit disappointed even if the explanation of the process behind Anime was illuminating. now I know a little bit more about the Studio Ghibli.

È stato interessante, ma non era proprio quello che mi aspettavo dopo aver letto il titolo e la quarta di copertina, quindi ci sono rimansta un po' male anche se il "dietro le quinte" degli anime é stato illuminante e ora conosco un po' di piú come funziona lo Studio Ghibli.

[Samantha Brattle · Rating 4 out of 5]

I won this book through the goodreads giveaway competition.
This book is a must read for all fans of anime and also people just starting to get into anime.
It is packed full of information even information I didn't know.

[Cassandra · Rating 5 out of 5]

Heavily recommended for the anime fans as some people have reported in the past!

[Steven Scribner · Rating 4 out of 5]

In this “scholarly” anthropological study of animation, Mr. Condry details how anime is a multi-platform cultural phenomenon. Characters, he argues, are “celebrities” in the way that, after appearing in one TV show, movie, video game, or music video, they cross over to other shows, movies, games, etc., even appearing as brand-name mascots – while all the time being co-created and co-developed by fans as well as the original producers. This isn’t a particularly new concept in the US, where games spawn movies which spawn comics and TV shows (or in any other order) – but in the case of anime, the author argues, the process is taken a step further – characters are often developed (and chosen or rejected) long before storylines are invented, and some characters have no story at all. There is also the (rather disturbing) “moe” trend (parodied in the novel “Idoru” by William Gibson which is not mentioned in this book) where fans “fall in love” with and even want to marry virtual characters. This is one aspect (although an extreme one) of the increasingly fuzzy line between the real and the fake in the commercial world. Others include the “thingification” of the media (the blurring between entertainment, advertising, and products – copied to anime from – and back to – Disney); the idea of “fansubbing” where fans of particular anime add their own commentaries, translations, etc. and distribute them online; the fact that a Pokémon battle led to actual fisticuffs between Condry’s two sons, and that storylines in animated movies may have led to unrealistic expectations in recent wars. Interesting stuff, and rather frightening in its implications.

The cover of this book is also worth mentioning. Two icons of Japanese graphic art meet: a stereotypical anime giant robot wades into the water and encounters Hokusai’s Great Wave.

--Steven E. Scribner, author of the "Tond" series (fantasy, set also in a fake world) https://www.goodreads.com/book/show/2...

[Jared · Rating 4 out of 5]

I picked this up expecting an academic-level critical analysis of anime to help me start thinking more deeply about it as a viewer. What I got wasn't quite what I was expecting, Soul of Anime is more of an ethnographic study of factors contributing to the globalization of anime. Condry argues that the ways in which fans contribute to the "soul" of anime -- through their own adjacent creations like AMVs, fansubs and conventions -- have helped fuel anime's rise as a major cultural export of Japan. He draws on existing works as well as his own field research attending conventions, interviewing animators and sitting in on production meetings. Anecdotes from his research provide a unique insight into the production process. While the book wasn't entirely what I expected, I still found it to be a worthwhile read. The focus on the production side of anime provides an interesting perspective that is helping me think about anime in new ways

[Angela · Rating 5 out of 5]

If you are searching for a an ethnographic account of anime, this is the book you should read. Well written, interesting, and full of information that aids in the understanding of how anime touches Japanese culture, and is part of the culture—from the very first cel animations. If you are searching for a ‘fan’ anime book, this is not the book you want to read.

[Elle Balle · Rating 3 out of 5]

...read for class! not bad? odd it didn't talk about hypersexualization of female characters at all despite many many opportunities to do so

[Joe Garcia · Rating 3 out of 5]

Ian Condry book 'The Soul of Anime' is part psychology, business, and history of the anime enterprise all rolled into one fascinating book. Using an ethnographic techniques Condry is able to learn what goes on through a day to day situation in an anime studio. Condry uses his observations for his book immensely, as well as looking through the social influence that anime has on people, outside just entertainment value.

The book can be strikingly difficult for new readers, readers with no background in psychology, or business. Many of the chapters Condry's writing style comes off like one is simply reading an essay, often I found myself getting lost as Condry uses an immense use of high vocabulary. Still these could all be seen as plus as well as a negative, finally I've found a step up to help my reading and vocab skills.

Overall this was a good book, often times I did find some chapters more stimulating then others. Psychological, and History of Anime caught my attention the most, while the more business aspect of the book didn't appeal to me as well.

Anyone with a flair for anime, that really wants to branch out and learn more about the genre and the sub-culture that cultivated from it would do themselves a favor by reading this highly educating book.

Entertainment Value: 3/5
Learning Value: 5/5
Reading Difficulty: 5/5

[Minsta · Rating 5 out of 5]

This book is a study of how and why anime has become so important to so many people in so little time - and worldwide, not only in Japan. I particularly enjoyed learning the history of the differences between US and Japanese animation and comics (manga). Having grown up on Speed Racer and now a fan of both Miyazaki anime and Black Butler manga (as well as many others!), I appreciate the knowledge of anime/manga culture I have gained through reading this study - and I plan to read it again soon. There is so much to take in that I know I will learn a lot more during the second read-through.

[Danielle T · Rating 3 out of 5]

Written more on an academic level, The Soul of Anime examines from an ethnographic point of view the collaborative networks behind anime- from manga writers and doujinshi circles to the larger studios storyboards and the transmedia experience with fans, fansubs, and otaku. Not familiar with most of the examples (I've heard of maybe half, and only watched a few), but a thorough look on different levels in anime culture. Potentially missing more exploration of fandom such as fic & crossovers, but that's ok.

[Briana · Rating 4 out of 5]

This book offered a unique perspective on anime. It gave an unbiased opinion on several aspects of the art form, and helped me learn a lot about anime. A big portion of the book was in language too challenging for me to understand, but I was able to gather the main ideas that the author was trying to portray. I read this book for a project, and I thought this book was a big help. It was a great informational book.

[Stewart Tame · Rating 3 out of 5]

Not bad. Rather dry and academic but still worth reading. If nothing else, I learned a few things about anime history and how the Japanese studio system works. This book is aimed more at scholars than casual browsers.

[Chimezie Ogbuji · Rating 1 out of 5]

Reads like a very large verbage-filled research journal. Analyzes things from a behavioral / anthropological perspective rather than from that of a fan

[my good bitch · Rating 5 out of 5]

I learned a lot about the history of anime, very informative and well written book.

[Caleb Lagan · Rating 4 out of 5]

A non-boring, non-fiction work for anime fans and students of entertainment.

[Mike]

I received from Goodreads First Reads