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Journal of Fandom Studies, The - Current Issue
Volume 13, Issue 2, 2025
- Articles
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Anime merchandising and consumption: Character perfume as a case study
More LessBy Hengrui LuoThis study examines the cultural and economic dimensions of anime merchandise through a case study of character perfume. Emerging in the 1960s as a form of low-budget, limited animation, anime has evolved into a cornerstone of Japanese popular culture with substantial economic and cultural influence globally. The anime industry, underpinned by the media mix business model, derives significant revenue from diverse streams, with merchandising playing a critical role. Despite this, academic exploration of anime-related products and their consumption remains limited. Addressing this gap, this study investigates the profitability and cultural significance of anime merchandise through a case study of character perfume. These unique products blend semiotic elements – icons, symbols and indices – to bridge narratives with sensory experiences. The analysis integrates theoretical perspectives on anime consumption and the value of commodities, providing insights into how character perfume evokes parasocial relationships and blurs the boundaries between fiction and reality. The findings suggest that anime merchandise thrives due to its ability to embody diverse values, meeting the varied desires of anime fans. This study highlights the enduring appeal of physical goods in fan cultures and their implications for the anime industry, fan economies and cultural production.
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Japanese male idols and the production and circulation of value
More LessFramed within cultural studies, this article offers a longitudinal case study on how the symbolic and cultural value of Japanese male idols is constructed through fan practices and subsequently transformed into economic value. Drawing on ethnographic research – including participant observation, in-depth interviews, and informal conversations with fans in Japan (2008–19), as well as digital ethnography through 2024 – the study reveals how production agencies design idol personas with symbolic attributes that encourage ritualized fan engagement. These practices involve the sacralization of places, objects and experiences, reinforcing fans’ sense of identity and community. In turn, this sustained engagement generates economic benefits across multiple sectors.
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Tumblr’s combative interactions, in-action and assemblage in anime fandom posts
More LessThis article uses multimodal discourse analysis to address responses to perceived sexualization on Tumblr through the explication of a specific post and its reblogs. Tumblr’s particular affordances in the period around 2018–19 prevented (and continues to prevent) discussion between and among fans, in contrast to other online spaces, such as message boards. Instead, this post, utilizing content from anime Kill la Kill (2013) serves as material for a process of digital assemblage, by which Tumblr users reblog these posts, sometimes appending additional content and sometimes without adding anything, as part of an online construction of self, steeped in conflict. Rather than participating in a discussion about sexualization intended to persuade or influence, these reblog chains instead become the materials of an online assemblage of self, always subject to transformation based upon the context in which they appear.
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Finding charm through charms: Utilizing library specializations, Hogwarts houses and Big Five Traits to spell out librarian self-identity
More LessAuthors: Winnie Schwaid-Lindner, Randa Lopez Morgan, Danica Kulibert and Laura M. PerryThis study uses fandom as a conceptual foundation to ascertain how self-identities and personality traits are reflected across library and information sciences (LIS), a field with varied specializations based in diverging skills and interests. By analysing the relationship between librarians’ Hogwarts house affiliations, LIS specializations and Big Five personality trait adjectives, this interdisciplinary research of fandom studies, LIS and psychology results in interesting insights into personal and professional self-identity. A survey of 875 librarians found statistically significant differences indicating that LIS workers self-identify with Ravenclaw and Hufflepuff houses more than a US normative population. Additionally, this survey found that librarians’ self-identities emphasize traits associated with Openness to Experience and Agreeableness factors, which significantly correspond to Ravenclaw and Hufflepuff houses. This research demonstrates that fandom and popular culture can provide an accessible and engaging lens to discuss personality psychology and group identity. Additional conclusions and implications of these results, as well as the moral and ethical dilemmas of researching and writing about a harmful and problematic author, are discussed.
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Democratized storytelling on the SCP Wiki
More LessBy Justin JonesThe SCP is a body of user-submitted fiction often compared to other user-submitted horror such as Creepypasta. While these comparisons have been made in research and among the SCP community, the SCP seems to function differently than other such sites. Very little research has been done on the SCP and what exists examines it as a work of horror and as an example of emerging online folklore. This article further expands upon this research by examining how the unique community participating in the SCP Wiki shapes the text, and how the SCP comments on modern media and storytelling through transfictionality and transmediality. This article will examine the SCP community through the stories told in the SCP entries and the rules and structure of the SCP Wiki. In doing so, this article not only provides a better understanding of an under-researched text but will also attempt to uncover a community’s hopes and anxieties surrounding democratized storytelling, and the changing means of sharing information. This thesis also draws attention to and provides opportunity for further research focusing on the increasingly prevalent act of audience participation through user-submitted fiction.
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- Book Reviews
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Everything I Need I Get from You: How Fangirls Created the Internet as We Know It, Kaitlyn Tiffany (2022)
More LessBy Deniz YilmazReview of: Everything I Need I Get from You: How Fangirls Created the Internet as We Know It, Kaitlyn Tiffany (2022)
New York: MCD x FSG Originals, Farrar, Straus and Giroux, 304 pp.,
ISBN 978-0-37453-918-4, p/bk, USD 24.00
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Contested Kingdom: Fan Attachment and Corporate Control at Disneyland, William Mccarthy (2024)
More LessReview of: Contested Kingdom: Fan Attachment and Corporate Control at Disneyland, William Mccarthy (2024)
Jackson, MS: University Press of Mississippi, 236 pp.,
ISBN 978-1-49685-472-8, p/bk, USD 30
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Fandom Is Ugly: Networked Harassment in Participatory Culture, Mel Stanfill (2024)
More LessReview of: Fandom Is Ugly: Networked Harassment in Participatory Culture, Mel Stanfill (2024)
New York: New York University Press, 264 pp.,
ISBN 978-1-47982-496-0, p/bk, USD 30.00
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Fandom, Now in Color: A Collection of Voices, Rukmini Pande (2020)
More LessReview of: Fandom, Now in Color: A Collection of Voices, Rukmini Pande (2020)
Iowa City, IA: University of Iowa Press, 247 pp.,
ISBN 978-1-60938-728-0, p/bk, USD 75
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