When anime piracy becomes promotion

MIT's Henry Jenkins (whom I interviewed for my book) in MIT's Technology Review: When Piracy Becomes Promotion. The underground subtitling and circulation of Japanese anime helped to open the American market to Asian cultural imports.

... Many U.S. media companies might have regarded all of this underground circulation as piracy and shut it down before it reached critical mass. The Japanese media company’s tolerance of these fan efforts is consistent with their similar treatment of fan communities in their local market. As Temple University law professor Salil K. Mehra notes, the underground sale of fan-made manga, often highly derivative of the commercial product, occurs on a massive scale in Japan, with some comics markets attracting 150,000 visitors per day; such markets are held almost every week in some parts of the country. Rarely taking legal action, the commercial producers sponsor such events, using them to publicize their releases, to recruit potential new talent, and to monitor shifts in audience tastes. In any case, they fear the wrath of their consumers if they took action against such a well-entrenched cultural practice and the Japanese legal structure would provide for fairly small legal penalties if they did pursue infringers.

More generally, as Yuichi Washida, a research director at Hakuhodo, Japan’s second largest advertising and marketing firm, has argued, Japanese corporations have sought to collaborate with fan clubs, subcultures, and other consumption communities, seeing them as important allies in developing compelling new content or broadening markets. In courting such fans, the companies helped to construct a “moral economy” that aligned their interests in reaching a market with the American fans’ desires to access more content.