Why anime? A Study of the Content Aspects of Interest in Japanese Animation among Youth (Analysis on a Female Sample)

Abstract

The objective of this study was to examine subjective experience of interest in anime, to the analysis and comparison of the content of interest in anime in different groups of fans self-identified as otaku and non-otaku fans. There were 433 people in the initial sample, and the survey findings indicated two groups, with a total of 53 people (otaku: N = 30, not otaku: N = 23). The age of the respondents in both groups ranged from 18 to 32 years, the average age for otaku was M = 23.1, SD = 3.58; for non-otaku M = 22.2, SD = 3.83. All participants completed questionnaire with sociodemographic characteristics, answered open questions about their experience of anime interest (strength, intensity, forms of fan interest) and the reasons for preferring anime over other types of media content. The data obtained was processed using conventional content analysis. Additional quantitative analysis of data was performed: the frequency of references to categories identified by content analysis was calculated and compared. As a result of the study of significant differences in content aspects of interest in anime between otaku and non-otaku was not identified: as reasons for preference of anime respondents of both groups called unusual, unique expressive style and content of Japanese animation. Most respondents reported interest in observing the characters and connection with the favorite character (wishful identification, similarity, empathy, and parasocial relationships). The differences identified related only to the strength, intensity and forms of expression of fan interest: otaku spend more time watching anime, attend anime conventions more often, and engage in fan art.