Abstract

This article examines ethnographically the production of anime by focusing on how professional animators use characters and dramatic premises to organize their collaborative creativity. In contrast to much of the analysis of anime that focuses on the stories of particular media texts, I argue that a character-based analysis provides a critical perspective on how anime relates to broader transmedia phenomena, from licensed merchandise to fan activities. The ideas of characters, premises, and world-settings also specify in greater detail the logic of anime production, which too often is glossed as emerging from a generalized Japanese culture, as in the ongoing debates about `cool Japan'. I conclude that an ethnographic approach to anime production through a focus on characters can offer new ways of thinking about what moves across media, what distinguishes anime from other media forms, and what gives anime its value.