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cosplayer, Karen Schnaubelt, Japanese anime were "incredibly difficult to come by" with "nothing
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available except broadcast TV until" VHS videotapes became commonly available in the late 1970s,
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allowing fans to import anime shows from Japan; she noted that a friend "would record the episodes"
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and then "a group of us would gather at his apartment and watch a marathon of the episodes." At
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comic conventions and sci-fi conventions in the 1980s, fans brought video tapes to hold marathon
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anime screenings; BayCon 1986, for example, held an 80-hour long anime marathon.
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According to Mike Tatsugawa, the founder and CEO of the Society for the Promotion of Japanese
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Animation, the first milestone for anime in the U.S. was in the 1980s with the advent of the
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Internet. With the Internet, fans were able to more easily communicate with each other and thus
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better able to exchange fan-subtitled tapes and higher quality versions of anime. Some experts,
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such as Susan Napier, a Professor of Japanese Language and Literature, say that Akira marked the
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first milestone. However, most experts agree that the next milestone was in 1992 when U.S.
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Renditions, a film importer, released the first English-subtitled anime videotape that year,
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entitled Gunbuster. According to Tatsugawa, the success of Gunbuster triggered a flurry of
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releases.
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Due to the localization process, many people who grew up watching anime did so not realizing that
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it originated in Japan. After the success of Power Rangers (which first aired in 1993), U.S.
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television companies began broadcasting Sailor Moon and Dragon Ball Z in 1995 and 1996
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respectively. However, due to the relative failure of the latter two (both shows brought success
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when aired at a later time on Cartoon Network), anime did not seem like it would become mainstream.
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However, the anime boom in the U.S. began with the airing of the anime series Pokémon in
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syndication in 1998, which served as proof to U.S. broadcasters and distributors that Japanese
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media could succeed in the U.S. market. It was only after Pokémon and Power Rangers left the
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mainstream that U.S. audiences became aware of anime's Japanese origins.
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Anime streaming outlets in the United States
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In the United States there are multiple streaming outlets that fans can use to view anime and
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manga, while also being able to connect with those communities. One such outlet is Crunchyroll, a
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streaming service that lets users view popular anime from the past and new anime episodes released
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to the website. Crunchyroll was created in 2006 as a distribution outlet for anime. Crunchyroll has
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since evolved into becoming something more for fans in the anime community. They have added an
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addition to their website that allows anime and manga fans to get news about anime releases,
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events, and topics related to the community. This has also evolved to the creation of the
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Crunchyroll Expo. This exposition is a large scale event in San Jose, CA that allows anime and
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manga fans to connect. The streaming service also features a store where you can purchase anime
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related products such as: figures, Japanese snacks, apparel, posters, video games and manga.
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In addition, another streaming service within the United States is Funimation. Similar to
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Crunchyroll, Funimation allows you to view newly released anime while also offering a store with
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products similar to Crunchyroll. Funimation's website also has a section created for events related
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to anime and manga that allows their members to connect at the local and national level. There is
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also a blog section that allows those with an account on Funimation to connect with other fans and
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talk about their favorite, or maybe even least favorite, anime and episode.
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Mass streaming services like Netflix and Prime Video have also expanded into licensing and
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distributing anime since the early-2010s.
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European fan communities (France, Italy, Spain and Germany)
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In the 1970s, Japanese Animation reached Europe mainly with productions aimed at European and
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Japanese children with the main results being Heidi, Vicky the Vicking and Barbapapa. However,
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these works were not recognized as Japanese productions and did not earn much of a dedicated
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fanbase. Italy, Spain and France, however, grew an interest for more Japanese animation for their
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television programming, due to success of previous co-productions, Japan's productive output and
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cheap selling price in comparison to US animation. Particularly Italy imported the most anime
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outside of Japan. Like in the Philippines, the Super Robot Genre became very popular with series
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such as UFO Robot Grendizer and Mazinger Z. However many more genres got added to the mix, with
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space opera such as Captain Harlock, shojo shows like Candy Candy and Rose of Versailles, sports
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like Captain Tsubasa and more. Germany however largely rejected Anime other than western literature
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adaptations of Nippon Animation, with Speed Racer and Captain Future proving to be problematic. It
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was only during the rise of cable television during the '90s that Japanese series such as Queen
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Millennia, and Rose of Versailles went on air. A strong affinity for unique Japanese productions
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was developed among a generation of German children during this period.
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Fan Communities in Malaysia
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Studies of fan behavior focused more on big fan activities or conventions in the past and
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transitioned toward from fan communities to individual fans. There are four conventions in urban
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areas of Malaysia: Kota Kinabalu, Sabah; Kuching, Sarawak; Sunway, Petaling Jaya, Selangor and
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Kuala Lumpur. They are held four times annually between December 2012 and August 2013. According to
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the survey, there are about 585 people who regularly attend these conventions. Half of the
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respondents were aged 18–22 as of 2013 with equal numbers of both genders. More than half of the
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respondents were student and all respondents were consumers of Japanese media object. Although
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those four conventions did not officially announce that their event is mainly Japanese popular
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culture, majority of people were fans of Japanese popular culture. Their main purpose of attending
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these conventions were to meet new/old friends, to have fun, and to cosplay. They regularly attend
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these conventions to keep their fan communities active.
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Demographics
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Age
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In a nationwide survey held in 2018 by Dentsu, 64.3% of Japanese individuals among the 20-29 age
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group responded that they are highly interested in anime, while the corresponding figure for those
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aged 15–19 was 72.4%, 56% aged 30–39, 48.4% aged 40–49, 38.7% aged 50–59.
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Gender In the early days of the fandom it was predominantly male.
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An analitical survey held by Forbes in 2014 revealed that half of North American anime convention
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attendees are female.
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Appeal of anime and manga
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One major appeal of anime is its artwork; some fans claim that its visual quality is superior to
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that found in most animated series made in the United States and many ignore all non-Japanese
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animation. One fan described enjoying anime because "there is no dividing line between special
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effects and what is real...it's just the way somebody imagined it". The content editor of Anime
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Fringe, Holly Kolodziejczak, described being amazed by anime's depth that was unlike the cartoons
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she had seen before: "the characters had real personalities, their own feelings and motivations for
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their actions, strengths and flaws that enhanced their characters. They were more like real people,
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and thus people could much more readily identify with them." Larry Green of Nausicaa.net agreed and
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added that anime discusses subjects for both adults and children whereas in the United States
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animation is traditionally for children. He also stated that any viewer would be able to find
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something to their liking due to anime's large scale of production.
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Susan J. Napier, a Professor of Japanese Language and Literature, stated that anime fans "find
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refuge in a culture that diverges from the typical American way of life." She pointed out that
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fascination with Japanese culture is not a new concept and has existed since the mid-19th century.
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For example, an 1876 painting by Claude Monet entitled La Japonaise depicts Monet's wife wearing a
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kimono, with Japanese hand fans shown in the background. Napier described this interest in Japan as
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an "escape from the Industrial Revolution ... a pastoral utopia" for many Europeans.
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Fan service
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Fan service is material in a series which is intentionally added to please the audience. Although
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fan service usually refers to sexually provocative scenes, it also refers more generally to events
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of little plot value designed to excite viewers or simply make them take notice, such as big