Narrative consumption (Japanese: 物語消費, romanized: monogatari shōhi, lit. 'story consumption') is a media theory created by the Japanese critic Eiji Ōtsuka in his 1989 book A Theory of Narrative Consumption (物語消費論). Ōtsuka developed the theory while working as an editor for Kadokawa.[1] Narrative consumption was a large influence on Hiroki Azuma's theory of otaku and database consumption.
Narrative consumption involves the relationship between "grand narratives" or "worldviews" and "small narratives" or "variations". The concept of worldview or world (sekai), which comes from anime production and kabuki tradition, refers to the entire world or setting of a work of fiction. Each individual story told within that universe (such as an episode or even a season of television) is a small narrative, or a variation of the worldview.[1]
In his book, Ōtsuka examines the way children consumed Bikkuriman Chocolates, which came with stickers featuring a character. The stickers were the primary commodity: children would throw the chocolate out and keep the sticker. Ōtsuka argues that each sticker, with its character, contained a fragment of a larger narrative. Children collected these stickers (small narratives) in order to consume more of the grand narrative.[1]
Ōtsuka also writes about otaku subculture and how the creation of dōjinshi fits into this paradigm. According to Ōtsuka, multiple small narratives can exist within the grand narrative. In kabuki theatre, multiple variations of the same narrative setting are common. He finds a similar pattern in Japanese fan subcultures, where fans create dōjinshi containing unofficial stories set within the world of an established media work. Ōtsuka argues that once the fans consumed the official narrative, they were able to make their own variations from the worldview referenced by the original work. However, because both the original story and the fan-created stories are small narratives set within the grand narrative, they are equally valid.[1]
Impactedit
The philosopher Hiroki Azuma was heavily influenced by narrative consumption when writing Otaku: Japan's Database Animals.[1] Azuma argues that narrative consumption has been replaced by database consumption, a new paradigm of media consumption.[1][2] Azuma's use of narrative consumption in his work sparked a renewed interest in the theory, which led to a second edition of Ōtsuka's book in 2001.[1] Marc Steinberg writes that Azuma helped narrative consumption gain "canonical status within manga and anime criticism".[1]
^ abcdefghEiji, Ōtsuka; Steinberg, Marc (2010-11-10). "World and Variation: The Reproduction and Consumption of Narrative". Mechademia. 5 (1): 99–116. ISSN 2152-6648.
^Azuma, Hiroki (2009). Otaku: Japan's Database Animals. Translated by Abel, Jonathan E. (English ed.). Minneapolis: University of Minnesota Press. ISBN978-0-8166-6800-7. OCLC 527737445.
January 01, 1970
narrative, consumption, japanese, 物語消費, romanized, monogatari, shōhi, story, consumption, media, theory, created, japanese, critic, eiji, Ōtsuka, 1989, book, theory, narrative, consumption, 物語消費論, Ōtsuka, developed, theory, while, working, editor, kadokawa, la. Narrative consumption Japanese 物語消費 romanized monogatari shōhi lit story consumption is a media theory created by the Japanese critic Eiji Ōtsuka in his 1989 book A Theory of Narrative Consumption 物語消費論 Ōtsuka developed the theory while working as an editor for Kadokawa 1 Narrative consumption was a large influence on Hiroki Azuma s theory of otaku and database consumption Contents 1 Overview 2 Impact 3 See also 4 ReferencesOverview editNarrative consumption involves the relationship between grand narratives or worldviews and small narratives or variations The concept of worldview or world sekai which comes from anime production and kabuki tradition refers to the entire world or setting of a work of fiction Each individual story told within that universe such as an episode or even a season of television is a small narrative or a variation of the worldview 1 In his book Ōtsuka examines the way children consumed Bikkuriman Chocolates which came with stickers featuring a character The stickers were the primary commodity children would throw the chocolate out and keep the sticker Ōtsuka argues that each sticker with its character contained a fragment of a larger narrative Children collected these stickers small narratives in order to consume more of the grand narrative 1 Ōtsuka also writes about otaku subculture and how the creation of dōjinshi fits into this paradigm According to Ōtsuka multiple small narratives can exist within the grand narrative In kabuki theatre multiple variations of the same narrative setting are common He finds a similar pattern in Japanese fan subcultures where fans create dōjinshi containing unofficial stories set within the world of an established media work Ōtsuka argues that once the fans consumed the official narrative they were able to make their own variations from the worldview referenced by the original work However because both the original story and the fan created stories are small narratives set within the grand narrative they are equally valid 1 Impact editThe philosopher Hiroki Azuma was heavily influenced by narrative consumption when writing Otaku Japan s Database Animals 1 Azuma argues that narrative consumption has been replaced by database consumption a new paradigm of media consumption 1 2 Azuma s use of narrative consumption in his work sparked a renewed interest in the theory which led to a second edition of Ōtsuka s book in 2001 1 Marc Steinberg writes that Azuma helped narrative consumption gain canonical status within manga and anime criticism 1 See also editMedia mix Transformative work Fanfiction Participatory culture SimulacrumReferences edit a b c d e f g h Eiji Ōtsuka Steinberg Marc 2010 11 10 World and Variation The Reproduction and Consumption of Narrative Mechademia 5 1 99 116 ISSN 2152 6648 Azuma Hiroki 2009 Otaku Japan s Database Animals Translated by Abel Jonathan E English ed Minneapolis University of Minnesota Press ISBN 978 0 8166 6800 7 OCLC 527737445 Retrieved from https en wikipedia org w index php title Narrative consumption amp oldid 1179689331, wikipedia, wiki, book, books, library,
