Japanamérica: Cómo la cultura pop japonesa conquistó occidente

by Roland Kelts

Japanamérica es el primer libro que trata la experiencia norteamericana con el fenómeno pop japonés. Con reflexiones de artistas, críticos, lectores y fans de ambos países, este libro es tanto técnico como ameno, remarcando los conflictos compartidos cuando ambas culturas pop chocan en el aquí y ahora.

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

261 pages, Paperback

First published January 1, 2006

About the author

Roland Kelts, half-Japanese American writer, editor and lecturer, lives half of each year in Tokyo and New York. He is the author of "Japanamerica: How Japanese Pop Culture has Invaded the US," writes about contemporary Japan for several publications in the US, Japan, Europe and Canada, and is a frequent commentator on Japan for National Public Radio and the BBC. He also plays the drums.

Reviews

[Patrick Sherriff · Rating 5 out of 5]

As a Brit in Japan, I was intrigued by the parallels Kelts sees between the British invasion of the States in the 1960s and the Japanese invasion that has been ongoing since the late '70s or so. Just as the Brits learnt from US (black) culture and re-exported it back to white Americans, the Japanese manga and anime post-war innovators learnt from Disney and re-exported that knowledge to the US, but with a Japanese twist, that being an obsession with detail, an interest in the post-apocalyptic and morally ambiguous themes ignored by mainstream US culture (until recently at least). Kelts' telling insight was the observation that US society is far more violent and dangerous than Japan's, but is up tight and censorious about its art (consider the shock of the Janet Jackson nipple sighting during the Superbowl), whereas Japanese society is far more up tight about behaviour, but freer about cultural expressions (consider the popularity and acceptance of hentai manga porn, juxtaposed with the abhorrence of speaking loudly in an elevator, for example). The book's only fault is that it is maybe showing its age. It was written just before ebooks and self-publishing had really taken off and I'd be curious what the author has to say about recent US-Japan endeavours such as Baymax, the Ghost in the Shell movie and the Pokemon Go phenomenon, for example. Japanamerica is not an exhaustive reference book, but offers a sound overview of the issues involved and a number of great interviews with key folk involved in the business. Great stuff.

Download my starter library for free here - http://eepurl.com/bFkt0X - and receive my monthly newsletter with book recommendations galore for the Japanophile/crime fiction/English-as-a-foreign-language teacher in all of us.

[Natty · Rating 5 out of 5]

Extremely insightful connection between history and Japanese pop culture, and why Americans in particular are fascinated by it.

[Aaron · Rating 4 out of 5]

Japanamerica is an excellent introduction to the world of anime and manga for the general public. Roland Kelts explores the topic from several angles including the history of the medium, postwar Japan, film production production, business, marketing, Japanese fandom, foreign fandom, and the projected future of anime.

Two main comments about this book: First, Kelts does an excellent job of making meaningful and sound comparisons between particularly "Japanese" characteristics of anime and what's more familiar to a Western audience. He does this without compromising his content into shallow, or worse disparaging, metaphors (such as, say, "Disney in kimono!". Instead he goes back to one central metaphor to describe the long history and relationship between the United States and Japan as a moebius strip. From there he uses a lot of the familiar examples (Blade Runner, Bambi, Star Wars, The Matrix, American Idol to name a few) to show how ideas and styles have crossed the Pacific many times. Essentially, we've spent the last 90 years inspiring each other and upping the ante.

Second, he covers a lot of the "peripheral" topics related to anime, particularly related to anime as an industry. Several of the criticisms I've read on Goodreads are aimed at this, saying it wasn't really what they were looking for, or that Kelts was too concerned with the business side of things. Fair enough. This book is less written for hardcore otaku than for friends and family who probably wonder, "What the hell got into Johnny? He can't get enough of it." Of the books on anime I've come across this is the most accessible. Susan Napier's Anime from Akira to Howl's Moving Castle is a superb piece of scholarly work on any topic - serious, rigorous, thorough, fun, enough sheer brain power to get me to consider anime a worthy scholarly topic in its own right. But at the same time I doubt your grandmother would find it so interesting. Or explanatory, which is more to the point.

I picked this book up at Anime Boston where Kelts gave a presentation for the Japanese Consulate, and he basically said just that. He saw copies of Totoro in the DVD shelves of many friends and family, next to all the other "kids" movies; he realized how deeply anime has penetrated into some pockets of American culture, yet often also seems to remain so foreign, odd, and out of place. This book does a lot to explain why that is. For all the coolness and the weirdness, the fun and the fascination this book is a good read, and the best place to start next time you feel curious.

[Jennie · Rating 2 out of 5]

It's a shame because this book has some really great ideas but it's cloaked in sub par prose. The author is not a bad writer really, but this is not a nonfiction book, it's an honor's thesis. It is written exactly like an essay written by a high achieving grad student, meant to impress a professor. The mission statement is clear and oft repeated, arguments are made for and against, transitions are rigid and clear cut and evertything is wrapped up in a nice concluding statement. If I were Kelts professor, this would be an A paper, but it makes for an annoying leisure read. Also, do not be fooled, this is not a book of "pop culture" it's is strictly about manga and anime - and mostly aboout the business side of things. If you are a real anime otaku this is worth a read. Otherwise just check out the BBC series Japanarama.

[Christi · Rating 2 out of 5]

So far this is kind of boring and too general. Don't know if I will get through it. I saw Roland Kelts read and it was really interesting. He was more engaging than his book...

I only read half of this book!

[Jess · Rating 4 out of 5]

Well, it only took me three years to read it but it was worth it! I started reading it for various assignments on Japanese culture. its a fascinating look at how the Japanese and American cultures have influenced each other following Americas occupation of Japan post WW2. Though it is essentially cultural criticism and social academia, it actually reads quite easy, and I am glad I put in the time to finish reading it beyond scholarly research. If you are interested in Otaku culture and post war japanese culture then this is well worth a read. My only criticism is that at times it becomes a superficial analysis rather than critically reading into the culture - but considering this is aimed more at the everyday reader and otaku enthusiast it does well to keep a wider audience in mind. In this sense it could be used as reading material for year 11 and 12 students.

[Jean · Rating 3 out of 5]

This book is written by a man who exists between two cultures -- Japanese and American. He looks at the Japanese influences in American pop culture and discusses the history, depth and the current struggles of Japanese anime industry.

I really enjoyed reading this account and found it very informative though at times romanticized. I was also very pleased that he did mention (though very brief) the female market. It did irk me how the males viewed the "strong, weak" female archetype as a celebration of females. I profoundly disagree with that assertion and found very little to address the female markets after that.

So, I very much enjoyed the general survey of the process, cultural perspective as well as the business side of the anime, manga, etc. However, I find that I would very much like to read something written by a woman who is in a similar situation and a fan herself.

[Gopakumar · Rating 4 out of 5]

These are heady days for anime and manga as they occupy the mainstream spotlight. Japanophilia is on the rise. But how could a very singular culture (anime and manga riding the cultural tsunami wave) explode into an American phenomenon? Even the Japanese seem to be dumb founded. Roland Kelts topical book Japanamericaprovides that answer. Clocking in at 223 pages (HC) it's a cultural treatise on steroids. _Japanamerica_ provides an intimate insider's look and overturns some long held myths. Highly recommended for the otaku and non-otaku alike. Being a huge fan of anime, manga and all things Japanese for a long time, I loved this book! A bibliography for the curious would have been useful. Here's hoping for a sequel on the "world-wide" effects of Japanese pop culture.

[Kristi · Rating 3 out of 5]

This book is only nine years old, but it's already feeling a bit dated. I wish I could find an annotated/footnote version with present-day updates. Kelts does a great job of introducing the creep of Japanese pop culture into mainstream U.S. pop culture, but I think it's come so far since 2006 that it's almost ubiquitous now. We've gone far beyond Pokemon and Akira.

The book generally stuck to an academic overview of things, but I would have appreciated a more personal touch. In particular, I think his chapter on hentai is sorely lacking in a female (or feminist) perspective. It's not just a matter of Americans' puritanism being offended--rape fantasies and sexual violence aren't offensive simply because of their sexual nature. That's a topic that could fill another book, though.

[Rebecca · Rating 5 out of 5]

I found this book a very interesting study, not only in how Japanese culture has affect the United States, but finding that the things that get my students the most excited stem from American creations from my parents' childhood/young adult years.

It's also an interesting look at the cultural differences, and how that has played into the accommodation of the other culture. Thankfully, Kelts doesn't paint this with a Pollyanna shade, instead pointing out that for all the good this cultural sharing has been, there have been some major problems as well.

I think anyone who participates in anime, manga, cosplay, or general Japanophile activities should give this one a chance.

[Sarah · Rating 4 out of 5]

This book came out in 2006 but I only got to it now. I write a blog on Japanese pop culture for a business company in Los Angeles, so I was familiar with the basics of the topic, but there was still plenty of new information, expertly explained. The author is half Japanese and half American, and he's spent many years living in both countries and writing about Japan so I found his information useful and informative. He also interviews some key figures in Japanese pop culture (including Haruki Murakami). I really enjoyed hearing their thoughts.

[Jesse · Rating 5 out of 5]

One of my best friends gave me this book for my birthday. I wasn't so sure what to think at first because I only know a bit about Japan and a few anime movies like Totoro and Spirited Away. But this book is really a lot of fun to read and has a lot of entertaining stories and comments from people who make Japanese Pop and fashion. The author Kelts knows how to tell good stories and he did a ton of research. I'm ging to give this to another friend of mine who is having a birthday next week.

[Tosh · Rating 4 out of 5]

The author Roland Kelts did a great job on the global influence of Japanese Manga comics and it's fascinating to read his take on the current art scene in Japan as well. Well thought out interviews and a good perspective on Japan-pop life. One of the better books that are out there on Japanese contemporary culture.

[Karen · Rating 4 out of 5]

I read this for a project, not for fun, but it was really intriguing. I don't know how well it covers the topic of anime, manga, and other Japanese pop culture but it certainly made me want to watch some, and it definitely made me want to go to Japan. And now I want to seriously track down the rest of the Gaiman Sandman books!

[Ariolander · Rating 4 out of 5]

An excellent book that covers a segment of culture I have always been interested in. Talks about the early history of the anime/manga industry and Japanese culture's spread across the globe. Reminds me of Douglas McGray's article on "Gross National Cool" explaining Japan's "soft power" in the world today.

[Michal · Rating 4 out of 5]

An overall enjoyable and informative read with a heavy focus on the market of anime, manga, and related commodities. The best aspects are to be found in its initial chapters that focus on a more culturally-anthropological perspective of the reasons for the media's existence, potential, and appeal as an art form.

[Sebastiano Mereu · Rating 5 out of 5]

Enjoy it a lot. Gave me great insights into the dominant pieces of pop culture today.

[Jared Miller · Rating 4 out of 5]

I used this book as a reference for a paper I wrote in college competition. It is well done and a very good read

[Jason · Rating 5 out of 5]

Who would have thought a book about Japanese culture's effect in America would be an interesting read, but I was totally engrossed. Absolutely fascinating!

[Courtney · Rating 4 out of 5]

Not quite what I needed for my paper but interesting nonetheless.

[Josh · Rating 5 out of 5]

A good read for otaku; even those that have been fans for decades.

[Anne Wi · Rating 5 out of 5]

I thought this book was awesome! My only gripe is in the section where they talk about toys I thought they talked about Pokemon WAY too much.

[Joel Bedulla · Rating 3 out of 5]

I love everything anime & manga but this ain't it. The chapters are informative, but too long.
Also "9/11 footage looks like anime"? Really? That's a stretch. I doubt Japanese animation could have influenced the recording style in the US in 2001.

[Mike Kato · Rating 5 out of 5]

I read the book first not long after it was published and again this year. For any student of contemporary Japan, this book is vital reading. For a student of contemporary culture in Japan and the west, it is essential. My only (guarded) criticism is the use of the word "invaded" in the title. It reminds me too much of books and articles that were written in the "Bubble" years when Japan was supposedly "taking over" the west and becoming the dominant economy and culture of the world. It didn't work out quite the way that many hysterical pundits feared.

Although I came to live in Japan a bit before the wave of Japanese pop culture captured the imagination adulation of youth in the United States and much of the world in the 90s, I did grow up as Godzilla and Speed Racer, among others, had started the wave in the 70s and 80s. Sanrio had already infiltrated New York and San Francisco with Hello Kitty stores, and Nintendo made TV gaming a household phenomenon where Atari and others had not.

Roland Kelts masterfully ties these and many other stories about Japan's pop culture icons and their creators and marketers into an entertaining and educational journey. The interviews of otaku and the source of their fandom is particularly good reading. I have read many of the "masterpieces" of books about and by Japanese literary "heroes," including Chrysanthemum and the Sword, Snow Country, Botchan, The Sailor who Fell from Grace With the Sea, and Norwegian Wood. But I put Japanamerica in my "top ten."

[Nicolaus Miller · Rating 3 out of 5]

Japanamerica, is a solid book on culture as far as books of this type go, I give it a 3.4/3.5, but no higher. I take the biggest issue with the fact that I felt kind of lied to. I bought this book because I expected to learn how Japanese culture invaded America, but instead (aside from the first chapter and few parts towards the end) I was given a compare/contrast book which often came back to Japan recovering from the bombs, post-apocalyptic Japan, and how all of this relates to 9/11 (which I don't believe, any of); all subjects that, in my own studies personally, and in school, have been beaten to death because these are often points that every scholar focuses on when studying Japan, its culture, and its people. As such, this got old for me quick and it was very distracting to have 9/11 repeatedly shoved down my throat with the force of a televangelist; we get it, 9/11 was bad, it was a horrible tragedy and we all still regret that, but so were a lot of other things in the world, now back off. My rant aside, Japanamerica was interesting, but not in the way I thought it would be. Kelts actually focuses on the business side of Japan, comparing it often to business practices in America, quite keenly; and while he does make some very interesting points, and did learn some cool things, again, this isn't what I came for. I did get some insights deep into Japanese society and what some of the CEOs think about the anime industry, manga, hentai, doujinshi, business, etc. and that was cool to hear, but that isn't what I came for. Kelts even zeroed in on how toys and video games triangulate with anime in a very interesting way that creates a circulation of business for itself much like a Homunculus (snake eating its own tail, aka infinity) and how this business model differs in America and was upset by being transferred here through some shady business with 4Kids (the devil) and some other American companies selling Japanes products, but...that's right, that isn't what I came for. So overall, interesting things about Japan, its business, and its relationship to America (sometimes, scantily so), and while I would recommend this book to some people, I would also caution everyone, understand that you are not exactly reading what the title promises. I don't want to discount Kelts, it was a very interesting book, but what you get and what you expect are two different things in this case.

[Kurisuchina · Rating 3 out of 5]

This book basically put into words a lot of what my friends and in Japan and at University would chat about. The thing that stays with me the most from this book isn't the tentacle discussions, but the descriptions on how lots of Japanese people react to their pop culture being popular in the US. In my experience their are twin reactions to hearing Americans like something: "wow! Omg, I can't believe they like it! that's so crazy cool!" and "there is no way Americans could possibly understand or appreciate it in any real substantive way." Annoyingly, I think the latter opinion keeps many cool historical fiction video games and anime from being translated. In a world dominated by capitalist, go-where-the-money-is principles it's difficult to think what other reason there would be. But that's my own rant and neither here nor there i guess.

The book itself was a quick, enjoyable read and i'd recommend it to anyone that is interested in the growing popularity of Japanese pop culture in the US and to anyone interested in the anime/ manga business as it has some good descriptions of it.

[GONZA · Rating 3 out of 5]

Very interesting even if it's not the first book I read on the topic. As a matter of fact I didn't even know how much the Japanese culture was present in the U.S., as I don't live there, but I'm pretty sure there is not such a big difference compared for example to Italy of my childhood or the Germany of my kid's childhood.

Molto interessante anche se non é il primo libro che leggo sull'argomento. Per essere precisi non avevo idea di quanto fosse presente la cultura giapponese negli Stati Uniti, anche perché non ci vivo, ma dubito sia particolarmente differente dalla presenza dei cartoni nella mia infanzia italiana o in quella tedesca di mio figlio.

[Jordan · Rating 3 out of 5]

Sort of uneven. Gives way too much info about the business side of things. Barely covers some of the more..tastier topics. Worth a read if you are into Japan Pop culture, though. I did learn quite a few cool things (like how the guy who invented PacMan barely made any money. Why isn't that guy a millionaire? That sucks!)

[Danielle · Rating 2 out of 5]

While this might be edifying for those new to Japanese/US cultural studies, it's not that innovative of a work for those somewhat familiar with recent developments. Aside from the predictable nature of the content, I felt that the writing style itself could have been a little more engaging. Still, it's a decent book overall, and quite good for those just dipping into the area.

[Janet · Rating 3 out of 5]

Interesting book, although the title is a bit of a misnomer. It's focused on Anime and Manga's growth. The most interesting part is about the state of Anime and Manga in Japan, the cultural barriers to exporting it to the United States.