Return the gift

Too much in the way of non-Genshiken fun this last month in the few still moments between the shit-storm of IRL work pressures. I even managed to make it to an honest-to-goodness academic conference (ostensibly discussing theoretical approaches to fan studies) full of very enthusiastic slash-fen! Aimed for Kousaka-level “Wow! Great work!” interactions but probably only managed lurking Kuchiki status. Just like Genshiken; except the clubroom was full of Kaminaga-level rotten girls who also happened to be graduate and post-graduate researchers. It was fun in an odd way: They all were happily glowing in the lights of their enthusiasms. They were wonderful! I wonder how the other 3-4 (one via Skype) guys present felt?

Much about the conference and the useable insights generated therein will have to wait, but by way of an appetizer, here is an odd bit of compare and contrast social anthropology: Japanese rotten girls KNOW that the larger public knows of their tastes, and that franchise owners will bait and pander to them. They enjoy the attention, all while seeking to subvert it and make it (once again) their own private party.

The Western, anglo-euroethnic fan-girl/ slash enthusiast still for the most part thinks that she is still in deep cover and that her enthusiasms are protected by elaborate secret handshakes, passworded forums (forii?) and segmented arrays of divergent fandoms that make it hard for the man to gauge, market, monetize and pander to her tastes.

I hate to break it to the wimmens, but your secret is out.

Oh, and us guys had better get used to a whole lot more goggle-bait; pseudo-m/m homosexual looking wink wink nudge nudge moments tossed into every damn tv show, movie and performance from now on until the end of time. It is not a gay plot; but It is after your girlfriend, your sister and your mom. Get used to it!

Capitalism knows no country, and it cares even less about gender norms than it does about citizenship. TM

Last month I had decided to catch up on the Dr.Who franchise, and ploughed through season 3 of Sherlock. The wedding episode was good, the other two felt clunky. As well I decided to see what the spin-off lads (and lassies) at Torchwood were up to with the Children of Earth season/arc. Just a bit of light video to decompress from work, along with a re-watching of The Fifth Element (Whooohah!), the CGI Harlock, Tim’s Vermeer (you must see it!), Beyond the Boundary (good), a quirky electric girl anime (almost an ikumen story) and massive amounts of odd you-tube clips (pulse-jet bicycle exploits, Japanese media arts installations, etc.) Interactive maps of geo-tagged cat pictures from around the world and everything by Charles Stross I could lay my hands on.

Imagine my surprise when some of the fen at the conference started going on about the near sadomasochistic interaction between the producers of certain BBC franchises and their female fandoms. Pander in a way that appears to be listening to the fen-base but then lie and deny any influence. Feelings within the fen-dom are a bit hurt. Some of the more LGBTQIA activist fen even went so far as to characterize this behaviour and the trolling within the series as Gay-baiting.

Gay-baiting?

Oh yes, ‘dem nasty BBC producers are sneaking all that stuff into Torchwood, Dr. Who and Sherlock to attract a gay male audience, yup, right! The could not possibly know of the super-secret covens of squeee-ing fangirls… No way; still a deep dark secret, nobody here but spinsters with cats and Harlequin romances; pay no attention, these are not the fans you are looking for…

Ship and ship again!

Please pull the other one, it has bells on it.

If the producers wanted a gay male viewership they would invite them directly, Same for a lesbian demographic. They for example, would not have Torchwood‘s Ianto Jones mouthing the classic “It’s only him” (“I’m not gay”) line a few episodes before he is dramatically killed off.

“It must always be: “I’m not gay, it’s only him” for maximum fujoshi squeeee!”
-Slavoj Žižek, Introduction to Transmedia Marketing Strategies,
Tessier-Ashpool Marketing Associates, 2011, Chapter 2; The Fangirl.

Nor would the producers of Sherlock dare to do the Holmes casual “I’m a pederast, Watson is my lover” throwaway line to shock some annoying idiot at a dinner party, as one of the earlier Holmes side-story movie (c.f.Seven-percent Solution?) did. Even if you can play with a furious Watson for a few minutes… Nope, It’s all left to Mrs. Hudson.

You cannot keep the fangirls interested unless you tease and tease and tease again but never resolve. This leaves them acres of space in which to fan out, ship and fanfic. Close the gaps and you lose the magic. Admit to baiting them and again you lose the magic. Add the potential of copyright lawsuits to the mix and stir, Mmmmm: secret secrecy recipe!

So the term you want, but avoid using, Oh dear sisterhood is Slash-baiting, and it is aimed dead cold at you, with low orbital ion cannon.

They know very well that you exist.

I admit it is a bit of a hurdle for the 30+ cis-gendered straight male mind to digest at first, but once assimilated it is very easy to understand and process… (Unless the lacanian wound opened by the realization causes you to go all obsessive study-study-study about it…) And turn into marketing. No more hiding. No point.

I would also venture that these BBC producer guys probably draw their understanding of the phenom from casual literature about Japanese fujoshi (and their diaspora sisters) as the fujoshi is a more unified concept than the diffuse tribes of western slash-fen. These marketing types are a scary analogue to Hato; spam-bots trying to masquerade as fujoshi. Corporate cross-dressing as a Turing test.

Once again; instrumental profit-accumulating enterprises don’t really care about meat-ware concerns like citizenship, sexual politics or even ideology beyond base levels that favour self-preservation. Fox News would go hard Maoist if it could make more money that way, or at least spin-off a clone division to capture that market.

“Transgression, sex and networks; these were all on his mind when Glashwiecz phones again.” -Stross, Accelerando

Whew! That Charles Stross stuff came in handy. He wasn’t the first to notice any of this but his restatements sure are elegant.

A similar effect is underway in what I like to call immersive marketing spaces or marketing V3.0 which has been enabled by the web 2.1 clutter of feedback/response channels.

So the producers, writers, stars and even virtualised characters will blog, twitter, tumbler, meet, greet, con, self-fic, self-dojin, sign autographs, reply in the letter columns and publish fan-art on the back pages of the monthly magazine. In fact they MUST do all of these to %110 and the minute a new tactic of pseudo-intimacy with their consuming public is developed it must be massively and parallel-ly implemented across the franchise. Welcome to the permanent corporate cross-platform, multi-channel selfie from now until the sun grows cold.

Present state of the art in Japan runs from %60 in manga to %95+ in Visual-Kei.

Western fen/fans: prepare for the onslaught, it approaches like a thief in the night.

Don’t let this bullshit kill what you love.

In the meantime, watch the marketing droids occasionally screw up and have a good laugh.

I betcha they try to sell you Sherlock’s boxer shorts.

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2 thoughts on “Return the gift

  1. Any corporate head just needs some underpaid interns to research on the internet for an hour or two to know that “homosexual implications between cute boys” can get them big bucks. I’m surprised it’s taken them that long to figure this out when manga had this down pat ages ago…

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