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Reflect on and improve the designed research programme as required.
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Behaviours and Attitudes amongst Anime Fans
Zhaoyuan Wei
For: Heather Clark
Niagara College
December 7, 2023
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Behaviours and Attitudes amongst Anime Fans
Introduction
Anime is a global subculture and a thriving entertainment industry with a large fanbase and
followers. This animation style is popular among young people and children. It includes computergenerated animations that depict different interactive characters that have become popular in
Japanese and Western societies. Notably, anime entertainment culture, which originated in Japan,
has gained significant attention in the recent past, especially among Generation Z and millennials.
This has led to the growth of a dedicated fan base, pushing up the sale of anime-related products
and services. According to Future Market Insights (2022), the global anime market is worth $25.5
billion and is projected to grow 7.5 percent within the next ten years (2022-2032). The growing
preference for animated works is driven by increased online animations, internet penetration, and
motivation factors such as fantasy, self-development, and social belonging (Kirillova et al., 2018).
Consequently, the increasing use of anime has heightened the risk of undesired behaviors among
children and teenagers due to its unrealistic ideals. As such, this study examines the attitudes and
behaviours of anime fans and young people and how they consume products and services that
support their interests.
Research Purpose and Objectives
This qualitative study focuses on analysing why anime fans and young people choose to
watch anime media and how they are interested in supporting their favourite anime. Ideally, a few
existing studies focus on the motives, attitudes, and behaviors related to the purchase of anime
products. Therefore, the study bridges the gap in the literature by providing a comprehensive
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discovery, revealing the relationship between the needs of anime fans and young people towards
the animation industry and their attitudes towards it. The qualitative research also involves the
problem of the use of anime among children and teenagers.
The study seeks to answer the following research questions:
1. How do anime fans and young people choose different types of anime?
2. How do anime fans perceive the influence of the ideas conveyed by anime on their
thoughts?
3. How is the identity of being an anime fan demonstrated by consumer habits?
4. Do anime fans and young people think it is necessary to engage in consumer behaviour
for their favourite anime?
Key Terms
Anime: This refers to commercial animated media originating from Japan. It involves
creative expressions such as energetic characters, colourful costumes, graphics, and exaggerated
emotions (Tan & Chung, 2023).
Anime fans or Otaku are enthusiastic about consuming anime media and participating in
anime-related activities.
Research of Past Literature
Anime is a type of entertainment media involving animated characters, often portrayed
with exaggerated emotions and behaviours. It is a form of two-dimensional (2D) animation
adapted from the Japanese comics (Jelantik et al., 2023). Tan and Chung (2023) define anime as a
commercial animation originating from Japan and characterised by graphics and fictional
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characters with big expressive eyes and energetic demeanours. This media uses an extraordinary
approach to create captivating storylines that grab the viewers’ attention. Anime is a significant
culture in Japan and has been exported worldwide (Tan & Chung, 2023). Ideally, the anime
subculture started in the 20th century and flourished after the Second World War. The rise of the
Japanese animation industry is associated with Manga, a popular comic that led to the emergence
of anime and cosplay culture. Cosplay is a ‘role-play’ type of pop culture involving costumes and
play (Rahman et al., 2012). The continued growth of anime culture has created a community of
dedicated fans and enthusiasts. In Japan, anime/manga enthusiasts are known as Otaku, a term that
is associated with stereotypes such as obsession with hobbies, video games, and animated media
(Garg, 2019). They are the equivalent of ‘Nerds’ in Western culture, which involves people who
immerse themselves in computers and comics. The anime fandom has grown elsewhere in the
globe, thus becoming a subculture. However, anime and cosplay have been stigmatised, especially
in conservative cultures in Asia. They are criticised for displaying sexual undertones that may not
be a reflection of the desired society (Rahman et al., 2012). Some critics also suggest that these
subcultures are meaningless, expensive, and non-constructive practices.
The rise in the consumption of anime and manga media and related products worldwide is
attributed to various attitudes and behaviours. Kirillova et al. (2019) posit that a sense of social
belonging, self-development, and a mix of reality and fantasy are the primary motivators driving
anime consumption. The authors add that consumers, such as Otaku, who indulge in anime at a
greater level have a higher tendency to fantasise and blend reality for subculture. Rahman et al.
(2015) argue that consumers of cosplay engage in this practice to escape reality by entering the
imaginative world. The motivation behind this practice involves pleasurable experiences obtained
from cosplay and other benefits, including self-gratification, fulfilment, and the creation of
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meaningful memories (Rahman et al., 2015). Considerably, cosplay allows young to recreate their
favourite anime characters in real-time, enabling them to escape the monotony of daily life and
enter a world where they can dream, fantasise, and achieve pleasure and romance that they cannot
find anywhere else (Rahman et al., 2012). Similarly, a positive relationship between virtual anime
endorser-product congruence and attitudes and purchase intention among consumers has led to an
increase in anime consumption (Liang & Yang, 2022). However, excessive indulgence and
consumption of anime can lead to undesired outcomes, such as a lower maladaptive strategy of
catastrophising (Tan & Chung, 2023). For instance, watching online anime might inflate an already
severe situation among viewers, especially children and teenagers. Notably, the commercialisation
of animation media has led to significant production of anime content that is available online,
encouraging binge-watching and overconsumption among young people. This has caused
addiction, which is detrimental to individuals’ physical and mental well-being.
Methods
Research Design
This study used a qualitative research design to investigate the behaviours and attitudes of
anime fans and enthusiasts through in-depth interviews and a participant observation research
model. This method was chosen because it is appropriate and effective in studying personal
experiences, attitudes, behaviours and opinions. According to Rahman (2017), qualitative research
is the ideal method for obtaining information about an individual’s life experiences, feelings and
emotions. Therefore, this method is crucial in understanding the attitudes and behaviours of young
fans and enthusiasts consuming anime media.
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Sampling
This study looks at online anime communities and fan groups as well as offline anime expos and
other medium to large anime-themed events. These groups also include online enthusiasts who
watch and interact with a variety of anime media online, and anime enthusiasts and fans who
consume anime-related products. A purposive sampling method was used to recruit 30 participants,
including 10 females and 20 males between the ages of 18 and 30. In addition, in order to ensure
the diversity of the data and sample, the researchers will categorise different cultural backgrounds
and beliefs as well as occupations, and due to the large differences in etiquette between cultures,
in order to avoid offending the participants our research team will ask for consent to participate in
the study by signing an informed consent form that will be shared on the internet and all researchers
participating in the study will be provided with a certificate of ethical competence prior to the
commencement of the project. . This sample size was chosen because this study is qualitative,
purposive, interview-based and participatory, and therefore requires a manageable number of
participants (Vasileiou et al., 2018). Similarly, the anime online community has a large and diverse
group of anime enthusiasts, which is crucial for generating richer data.
Data Collection and Analysis
Interviews were employed when collecting data related to attitudes and consumer
behaviours among anime fans and young people. This data collection instrument consisted of seven
interview questions (as shown in Appendix 1). Thematic analysis was used to analyse the data
collected from participants through online interviews. Considerably, four themes were identified
from the data. These include motivation and preferences for anime use; anime consumption and
consumer behaviour; virtual endorsement; and problematic use of online anime.In addition, the
researchers will actively participate in observing activities related to the anime industry, such as
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anime fairs or anime exchanges and record the behaviour of anime fans through objective
observation, which will serve as an information reference and reference data for this research.
Resource Budget
The study is estimated to cost $1,000 and take about three months to be completed (from
January to April 2024). The research planning is expected to take ten days in the first two weeks
of January and is projected to cost $60. Similarly, sampling and recruitment of the participants will
be completed in 20 days. The researchers will incur $500 in travel and facilitation expenses. During
the second month, the researchers will focus on collecting, sorting, and cleaning data. This exercise
is forecasted to take 15-20 days and cost $100. The final month (April) will be dedicated to data
analysis and interpretation (15 days) and will be allocated $200. The remaining $140 will be used
to report the research findings within the last ten days of April.
Conclusion
Based on qualitative research as the basis of the research model, this study uses in-depth interviews
and direct participation data collection methods to study and investigate the attitudes and
behaviours of young people and anime fans in terms of their use of anime and manga products and
services, and this study will reveal the relationship between the demand for the anime and manga
industry from anime fans and young people, as well as their attitudes towards the anime and manga
industry. Through interviews and actual participation in anime activities, the researchers discussed
and understood in-depth the perceptions and attitudes of people of different ages and genders
towards anime products, and documented the impact of the anime industry on young people’s
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mindsets and perceptions of other anime-related industries. There are relatively few motivational
studies in the anime industry that directly examine the impact of anime on young people’s
consumer attitudes and the ways in which anime fans support their favourite anime, so this study
will help the anime market to better analyse the consumer motivations of potential customers in
the anime industry. It will help society and the anime industry to understand the close relationship
between different types of anime and young people and anime fans. It will also help the animation
industry to determine the design direction and philosophy of their future products, and to
distinguish and identify different types of consumers with different attitudes towards consumption
through the findings of this study. For young people and anime fans, this study can also help them
choose the right anime for themselves more accurately, and they can also actively identify the
anime that best suits their mindset and philosophy.
References
Future Market Insights. (2022). Anime Market Outlook (2022 to 2032).
https://www.futuremarketinsights.com/reports/anime-market
Garg, S. (2019). From Pronoun to Identity: Tracing the History of the Word Otaku. Journal of
Arts, Culture, Philosophy, Religion, Language and Literature, 3(1); pp. 21-23
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Jelantik, I. G. A. A. I. G. S., Sari, I. A. L., & Artana, I. N. R. (2023). Storynomics: Intertextuality
between Anime Naruto and Branding of a Creative Industry Product. Aksara, 35(1), 94–
105. https://doi.org/10.29255/aksara.v35i1.839.94–105
Kirillova, K., Peng, C., & Chen, H. (2019). Anime consumer motivation for anime tourism and
how to harness it. Journal of Travel & Tourism Marketing, 36(2), 268–281.
https://doi.org/10.1080/10548408.2018.1527274
Liang, L., & Yang, H. (2022). Are virtual anime endorsers a new type of endorser? Examining
product involvement as a moderating role. Frontiers in Psychology, 13.
https://doi.org/10.3389/fpsyg.2022.779519
Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and quantitative
approaches and methods in language “testing and assessment” research: A literature
review. Journal of Education and Learning, 6(1); 102-112, :10.5539/jel.v6n1p102
Rahman, O., Wing-Sun, L., & Cheung, B. H. (2012). “Cosplay”: Imaginative Self and
Performing Identity. Fashion Theory, 16(3), 317–341.
https://doi.org/10.2752/175174112X13340749707204
Scott, S. (2015). “Cosplay Is Serious Business”: Gendering Material Fan Labor on “Heroes of
Cosplay.” Cinema Journal, 54(3), 146–154. https://doi.org/10.1353/cj.2015.0029
Tan, W.-K., & Chung, M.-H. (2023). Problematic online anime (animation) use: It’s relationship
with viewers’ satisfaction with life, emotions, and emotion regulation. Acta Psychologica,
240, 104049–104049. https://doi.org/10.1016/j.actpsy.2023.104049
Vasileiou, K., Barnett, J., Thorpe, S., & Young, T. (2018). Characterising and justifying sample
size sufficiency in interview-based studies: systematic analysis of qualitative health
research over a 15-year period. BMC Medical Research Methodology, 18, 1-18
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Appendices
Appendix 1: Interview Questions
1.
What motivated your interest in anime, and how did you become a fan or Otaku?
2.
What are some of the factors do you consider when selecting anime media to watch
online? Do the physical features and behaviours of the character matter?
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3.
Has the interaction with anime media influenced your perspectives, values, and
worldviews? Give examples.
4.
How does anime fandom influence your consumer habits? How often do you purchase
anime-related merchandise and products?
5.
Do you think engaging in particular consumer behaviour is necessary for supporting your
favourite anime?
6.
Can you say that fantasy and a sense of social belonging influence the consumption of
anime media? What role do virtual anime endorsers play in changing the attitudes and purchase
intentions of anime fans?
7.
Have you ever experienced adverse outcomes related to watching online anime? If yes,
how did you deal with them?
Research Proposal Critique Assignment
Designing feasible research studies takes a great deal of time, reflection and typically, several drafts
before pursuing. Researchers must combine knowledge of the topic, with common sense while
ensuring that the principles such as validity and reliability are maintained in the process.
YOU! Take a fresh look at your proposal.What do you know you could improve on? Have you
effectively used literature to your advantage? Did you use literature to create your rese arch
instrument? Did you define concepts that you intend to explore? Is it your best work?
Even those
that performed well on the assignment have areas of improvement. The study may have met the
requirements of the assignment, but could it be improved? Can you be more critical of your work
than your instructor?
Submission
Your submission is to be between three and five pages. A suggested format is as follows:
Introduction – Provide a summary of your research (the topic, purpose, objectives or research
questions and general research approach) – suggested format: minimum 8-10 sentences (you can
use point form if you wish)
Reflection – in approximately one page critically review your proposal and your work. You will
demonstrate in this review that you have thought about the feedback of others and objectively
reviewed your work. In addition to commenting on the reviewer’s
notes, students are HIGHLY encouraged to reflect on the proposal (using your text and other
sources) and make comments on its strengths and weaknesses as a research study. A suggested
format is to divide the reflection according to sections of your proposal. Indicate how the proposal
will be changed to strengthen the study overall. In this section, you may refer the reader to the
appendices that show developments or modifications. In this instance, you may communicate your
review using first person if desired.
Research Proposal Critique Assignment
Designing feasible research studies takes a great deal of time, reflection and typically, several drafts
before pursuing. Researchers must combine knowledge of the topic, with common sense while
ensuring that the principles such as validity and reliability are maintained in the process.
YOU! Take a fresh look at your proposal.What do you know you could improve on? Have you
effectively used literature to your advantage? Did you use literature to create your rese arch
instrument? Did you define concepts that you intend to explore? Is it your best work?
Even those
that performed well on the assignment have areas of improvement. The study may have met the
requirements of the assignment, but could it be improved? Can you be more critical of your work
than your instructor?
Submission
Your submission is to be between three and five pages. A suggested format is as follows:
Introduction – Provide a summary of your research (the topic, purpose, objectives or research
questions and general research approach) – suggested format: minimum 8-10 sentences (you can
use point form if you wish)
Reflection – in approximately one page critically review your proposal and your work. You will
demonstrate in this review that you have thought about the feedback of others and objectively
reviewed your work. In addition to commenting on the reviewer’s
notes, students are HIGHLY encouraged to reflect on the proposal (using your text and other
sources) and make comments on its strengths and weaknesses as a research study. A suggested
format is to divide the reflection according to sections of your proposal. Indicate how the proposal
will be changed to strengthen the study overall. In this section, you may refer the reader to the
appendices that show developments or modifications. In this instance, you may communicate your
review using first person if desired. No changes to the original proposal were required for this
assignment
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