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An innovative investigation into how zombie narratives over the past ten years have been specifically leading up to a unique intersection with the world as it exists in the 2020s, this book posits the undead as a vehicle to communicate humanity's pathway into, and out of, the ideological, health and environmental pandemics of our time. Exploring depictions of zombies across literature, poetry, comics, television, film and video games, Simon Bacon brings together this timely intervention into how zombies enable speculation about future modes of being in a changing world and represent the fluid notion of'old'and'new'normals. With each chapter moving beyond traditional readings of the undead, Zombie Futures situates the zombie as an evolving cultural imaginary at the centre of discourses around how human cognition and embodiment are effected by global realities such as consumerism, new technologies, climate change and planetary degeneration. Structured around contagious partisan ideologies, ecological sickness, mental health crisis and the very literal COVID-19 virus, this book establishes how the zombie figure might manifest post-human and post-normative futures. Works featured include graphic novels and comics like The West + Zombies, Crossed and Endzeit, the South Korean series and films Kingdom, Train to Busan and Peninsula, The Last of Us and the Resident Evil game franchises, Bollywood horror anthology Ghost Stories, Joss Whedon's Serenity, Cargo and literature such as The Girl with All the Gifts, the fiction of Stephen Graham Jones and Ryan Mecum's Zombie Haiku. In a time when popular culture and scholarship has been overrun with the undead, this original study offers a refreshing look at the zombie and what it can tell us about about our world going into and emerging from global catastrophe.

This book presents a scholarly investigation of the development and culture of Japanese videogame arcades, both from a historical and contemporary point of view.Providing an overview of the historical evolution of public amusement spaces from the early rooftop amusement spaces from the early nineteenth century to the modern multi‑floor and interconnected arcade complexes that characterize the urban fabric of contemporary Japan, the book argues that arcade videogames and their associated practices must be examined in the context in which they are played, situated in the interrelation between the game software, the cabinets as material conditions of play, and the space of the venue that frames the experience. Including three case studies of distinct and significant game centres located in Tokyo and Kyoto, the book addresses of play in public, including the notion of performance and observation as play practices, spatial appropriation, as well as the compartmentalization of the play experience.In treating videogames as sets of circumstances, the book identifies the opportunities for ludic practices that videogame arcades provide in Japan. As such, it will appeal to students and scholars of Game Studies and Digital Media Studies, as well as those of Japanese Culture and Society.

Democratizing Luxury explores the interplay between advertising and consumption in modern Japan by investigating how Japanese companies at key historical moments assigned value, or'luxury,'to mass-produced products as an important business model. Japanese name-brand luxury evolved alongside a consumer society emerging in the late nineteenth century, with iconic companies whose names became associated with quality and style. At the same time, Western ideas of modernity merged with earlier artisanal ideals to create Japanese connotations of luxury for readily accessible products. Businesses manufactured items at all price points to increase consumer attainability, while starkly curtailing production for limited editions to augment desirability.Between the late nineteenth and twenty-first centuries, control over family disposable income transformed Japanese middle-class women into an important market. Growth of purchasing power among women corresponded with Japanese goods diffusing throughout the empire, and globally after the Asia-Pacific war (1931–1945). This book offers case studies that examine affordable luxury consumer items often advertised to women, including drinks, beauty products, fashion, and timepieces. Japanese companies have capitalized on affordable luxury since a flourishing domestic mercantile economy began in the Tokugawa period (1603–1868), showcasing brand-name shops, renowned artisans, and mass-produced woodblock prints by famous artists. In the late nineteenth century, personalized service expanded within department stores like Mitsukoshi, Shiseidō cosmetic counters, and designer boutiques. Shiseidō now globally markets invented traditions of omotenashi, Japanese ”values” of hospitality expressed in purchasing and consuming its products.In postwar times, when a thriving democracy and middle-class were tied to greater disposable income and consumerism, companies rebuilt a growing consumer base among cautious shoppers: democratizing luxury at reasonable prices and maintaining business patterns of accessibility, high quality, and exemplary service. Nationalism amid economic success soon blended with myths of unique Japanese identity in a mass consumer society, suffused by commodity fetishism with widely available brand names. As the first comprehensive history of iconic Japanese name brands and their unique connotations of luxury and accessibility in modern Japan and elsewhere, Democratizing Luxury explores company histories and reveals strategies that lead customers to consume these alluring commodities.

Tracing the emergence of what the media industries today call transmedia, story worlds, and narrative franchises, Legal Stories provides a dual history of copyright law and narrative-based media development between the Copyright Act of 1909 and the Copyright Act of 1976. Drawing on archival material, including legal case files, and employing the principles of actor-network theory, Gregory Steirer demonstrates how the meaning and form of narrative-based property in the twentieth century was integral to the letter and practice of intellectual property law during this time. Steirer's expansive view of intellectual property law encompasses not only statutes and judicial opinions, but also the everyday practices and productions of authors, editors, fans, and other legal laypersons. The result is a history of the law as improvisatory and accident-prone, taking place as often outside the courtroom as inside, and shaped as much by laypersons as lawyers. Through the examination of influential legal disputes involving early properties such as Dashiell Hammett's Sam Spade, H. P. Lovecraft's Cthulhu Mythos, and Robert E. Howard's Conan the Barbarian, Steirer provides a ground's eye view of how copyright law has operated and evolved in practice.

The Handbook of Organizational Communication Theory and Research offers concise, but thorough reviews of important research on traditional and emerging areas in organizational communication. Section One, Theory and Methods, provides an overview of the field's history, prominent theories, and methodologies. Section Two, Processes, focuses on primal processes, such as leadership, organizational entry, conflict, power, and inclusion. Section Three, Contexts, focuses on the settings where organizational communication occurs, including teams and workgroups, networks, and organizational structure. Section Four, Technology, considers the development and introduction of new media and intelligent technologies into organizations. The final section, Emerging Areas, addresses communication issues associated with changing environmental, social, and political upheavals, including wellness, corporate social responsibility, and crisis response. The Handbook of Organizational Communication Theory and Research covers topics of pressing interest to current scholars and practitioners, many of which have not been addressed in previous handbooks.

From the demon-killing Minamoto no Yorimitsu to the immortal poet Ono no Komachi, find out about the fascinating world of Japanese warriors and folk-heroes.Japanese mythology is filled with stories of larger-than-life characters that shaped the landscape of Japan. They are the folk heroes who slayed monsters, fought in epic battles and reflected the most complicated emotions of the people who created them. Through a mix of essays, short stories and anecdotes, Japanese Fighting Heroes follows the lives of samurai, warriors, outliers and iconoclasts who forged their own paths. Legendary fighters like the demon-killing Minamoto no Yorimitsu, philosophising samurai Miyamoto Musashi, and the One-Eyed Dragon Date Masamune. Creative heroes like the father of Japanese short stories Ryunosuke Akutagawa, the immortal poet Ono no Komachi, the hilarious Sei Shonagon and her insight into human nature. Trailblazers who broke down barriers like the feminist Hiratsuka Raicho, the statesman Fukuzawa Yukichi, the photographic genius Hiroshi Hamaya. These Japanese folk heroes led fascinating lives that provide insight into our own through the principles and practices they lived by. They struggled with universal ideals of honor, duty, courage and kindness, helping them transcend their culture. Whether you're looking to learn about Japanese history, fall down a philosophy rabbit hole or pick up new mental health habits, these heroes can teach us timeless lessons. Japanese Fighting Heroes captures the essence of what it means to be human in any culture.

An exploration of the influential work of Hideo Kojima, creator of cinematic titles such as the blockbuster Metal Gear Solid franchise, which has moved over 50 million units globally, as well as Snatcher, Policenauts, and Death Stranding. As the architect of the Metal Gear Solid franchise, Kojima is synonymous with the “stealth game” genre, where tension and excitement is created from players avoiding enemies rather than confronting them. Through the franchise, Kojima also helped to bridge the gap between games and other forms of media, arguing that games could be deep experiences that unearthed complex emotions from players on the same level as films or novels. Drawing on archives of interviews in English and Japanese with Kojima and his team, as well as academic discourses of social/political games and cinematic narrative/world-building, this book examines Kojima's progressive game design as it applies to four key areas: socially-relevant narratives, cinematic aesthetics, thematically-connected systems, and reflexive spaces.

This book opens a discussion on bodies, gender, and decolonial horizons, subjects that are increasingly becoming a political front in the search for justice. It offers an in-depth look at the positions and current developments in decolonial theory, Black Marxism, trans• studies, and contemporary performance research and practice. The focus is on decolonial theory and trans• bodies, bringing forth a discussion of otherness shaped by race, class, and trans•. What kind of body, movement, and politics can be conceived to attack the neoliberal current with its accelerated digital changes and seemingly dispersed, but in reality hyper-flexible, bureaucratic controls?

Specifically designed for use in a range of undergraduate and graduate courses, while reaching specialists and general readers, this second edition of Introducing Japanese Popular Culture is a comprehensive textbook offering an up-to-date overview of a wide variety of media forms.It uses particular case studies as a way into examining the broader themes in Japanese culture and provides a thorough analysis of the historical and contemporary trends that have shaped artistic production, as well as politics, society, and economics. As a result, more than being a time capsule of influential trends, this book teaches enduring lessons about how popular culture reflects the societies that produce and consume it.With contributions from an international team of scholars, representing a range of disciplines from history and anthropology to art history and media studies, the book covers: Characters Television Videogames Fan media and technology Music Popular cinema Anime Manga Spectacles and competitions Sites of popular culture Fashion Contemporary art. Written in an accessible style with ample description and analysis, this textbook is essential reading for students of Japanese culture and society, Asian media and popular culture, globalization, and Asian Studies in general. It is a go-to handbook for interested readers and a compendium for scholars.

This is an edited book that fills a gap in knowledge by providing a comprehensive view of esports practice from the Asia and Pacific region. The volume looks at the development of esports through the interconnections between institutions, industries, players, and society, across the Asia-Pacific. Over the last two decades, the Asia-Pacific region has been central to the growth and development of esports. The value of this book lies in its ability to provide a view of esport from countries that are currently underrepresented in the literature such as Vietnam, Malaysia, Taiwan, Hong Kong, Singapore, Philippines and Australia while still integrating chapters looking at more well-researched countries such as China, Korea, and Japan. Through its diverse case studies, the book serves as a resource for scholars and educators worldwide who seek diverse examples with which to improve understanding of the esports phenomenon and the inclusiveness of media and communication curricula. chapters “Introduction to Esports in the Asia-Pacific” and “Conclusions to Esports in the Asia–Pacific” are available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Visual novels (VNs), a ludic video game genre that pairs textual fiction stories with anime-like images and varying degrees of interactivity, have increased in popularity among Western audiences in recent years. Despite originating in Japan, these stories have made their way into global culture as a genre accessible for both play and creation with wide-ranging themes from horror and loneliness to sexuality.The History and Allure of Interactive Visual Novels begins with a comprehensive overview of the visual novel genre and the cultural evolution that led to its rise, then explains the tropes and appeal of subgenres like bishojo (cute girl games), detective games, horror, and eroge (erotic games). Finally, the book explores the future of the genre in both user-generated games and games from other genres that liberally borrow both narrative and ludological themes from visual novels. Whether you're a long-standing fan of the genre or a newcomer looking for a fresh experience, The History and Allure of Interactive Visual Novels will provide an accessible and critically engaging overview of a genre that is rich in storytelling yet often overlooked.

Was ist die Kunst des Game Design? Wie unterscheidet sie sich von Schriftstellerei oder vom Filmemachen? Welche Aufgaben hat man als Game Designer_in? Und was macht ein gutes Spiel aus? Diesen grundlegenden Fragen widmen sich vor allem Game Designer_innen selbst - auf Konferenzen, in Zeitschriften und Büchern. Björn Blankenheims Studie zeichnet erstmals nach, wie im Zeitraum zwischen 1982 und 1996 Bemühungen einsetzten, den Ort der eigenen Disziplin, das Wesen des eigenen Mediums und die eigene Rolle im Produktionsprozess zu bestimmen. Damit rückt der Anspruch dieser Gründungsepoche in den Mittelpunkt - Game Design als Kunstform etablieren und etwas Neues erschaffen: Real Art through Computer Games.

Four Ways of Hearing Video Game Music offers a novel account of the ways in which video games invite us to hear and listen to their music. By taking a phenomenological approach to characterize music in video games, author Michiel Kamp asks what it is we hear in the music when we play a game. Drawing on past phenomenological approaches to music as well as studies of music listening in a variety of disciplines such as aesthetics and ecological psychology, Kamp explains four main ways of hearing the same piece of music--through background, aesthetic, ludic, and semiotic hearing. As a background, music is not attended to at all, but can still be described in terms of moods, affordances, or equipment. Aesthetic hearing is a reflective attitude that invites hermeneutic interpretation; ludic hearing on the other hand invites'playing along'to the music, either through embodied movement, or in response to the music's cinematic or theatrical connotations. Finally, in semiotic hearing, Kamp argues that we hear music as transparent symbols or signals that provide information about the state of a game. The book investigates these four categories through detailed case studies of video games from a variety of eras and genres accompanied by gameplay recordings and images on a companion website.

What makes a kaiju a kaiju? What makes an ape a large ape, and why do we sympathize with some, such as King Kong, and not with others, such as Konga? And what makes a giant person become a'monster'? This book provides a new perspective on kaiju and reveals that our boundaries for the genre are perhaps not so solid. This work focuses primarily on newer kaiju works, ranging from Colossal to Shin Godzilla to Godzilla vs. Kong, but also touches on classics such as King Kong, Mighty Joe Young, Godzilla Raids Again, and lesser-known works such as What to Do With the Dead Kaiju? and Agon. Like our ancestors we have collectively adopted giant monsters into our culture, especially our pop culture. Within the domains where giant monsters walk, we experience the rigidity of our moral structures, and the fleeting borders of our definitions of humanity. Within the kaiju film genre rest our own assumptions about what makes a monster a monster, and, more importantly, what makes a human a human.

Japanese Role-playing Games: Genre, Representation, and Liminality in the JRPG examines the origins, boundaries, and transnational effects of the genre, addressing significant formal elements as well as narrative themes, character construction, and player involvement. Contributors from Japan, Europe, North America, and Australia employ a variety of theoretical approaches to analyze popular game series and individual titles, introducing an English-speaking audience to Japanese video game scholarship while also extending postcolonial and philosophical readings to the Japanese game text. In a three-pronged approach, the collection uses these analyses to look at genre, representation, and liminality, engaging with a multitude of concepts including stereotypes, intersectionality, and the political and social effects of JRPGs on players and industry conventions. Broadly, this collection considers JRPGs as networked systems, including evolved iterations of MMORPGs and card collecting “social games” for mobile devices. Scholars of media studies, game studies, Asian studies, and Japanese culture will find this book particularly useful.

Discover the rich, little-known history of the British amusement arcade from the 1800s to the present—with insights from industry professionals, plus rare archival photos! Amusement arcades are an important part of British culture, yet discussions of them tend to be based on American models. Alan Meades, who spent his childhood happily playing in British seaside arcades, presents the history of the arcade from its origins in traveling fairs of the 1800s to the present. Drawing on firsthand accounts of industry members and archival sources, including rare photographs and trade publications, he tells the story of the first arcades, the people who made the machines, the rise of video games, and the legislative and economic challenges spurred by public fears of moral decline. Arcade Britannia highlights the differences between British and North American arcades, especially in terms of the complex relationship between gambling and amusements. He also underlines Britain's role in introducing coin-operated technologies into Europe, as well as the industry's close links to America and, especially, Japan. He shows how the British arcade is a product of centuries of public play, gambling, entrepreneurship, and mechanization. Examining the arcade's history through technological, social, cultural, biographic, and legislative perspectives, he describes a pendulum shift between control and liberalization, as well as the continued efforts of concerned moralists to limit and regulate public play. Finally, he recounts the impact on the industry of legislative challenges that included vicious taxation, questions of whether copyright law applied to video-game code, and the peculiar moment when every arcade game in Britain was considered a cinema.

Anime is a quintessentially Japanese form of animation consisting of both hand drawn and computer-generated imagery, and is often characterised by colourful graphics, vibrant characters, and fantastical themes. As an increasingly globalising expression of popular art and entertainment, and distributed through cinema, television, and over the internet, anime series and films have an enormous following, not only in Japan but also in Asia. This book provides a comprehensive survey of the historical development, industrial structure, and technical features of Japanese animation and of the overall dynamics of its globalisation in key contexts of the Asian region. Specific chapters cover anime's production logics, its features as an ‘emotion industry', and the involvement of a range of Asian countries in the production, consumption, and cultural impact of Japanese animation.

This book uncovers and explains the ways by which politics is naturalized and denaturalized, and familiarized and de-familiarized through popular media. It explores the tensions between state actors such as censors, politicized and nonpoliticized audiences, and visual media creators, at various points in the history of Japanese visual media. It offers new research on a wide array of visual media texts including classical narrative cinema, television, documentary film, manga, and animated film. It spans the militarized decades of the 1930s and 1940s, through the Asia Pacific War into the present day, and demonstrates how processes of politicization and depoliticization should be understood as part of wider historical developments including Japan's postwar devastation and poverty, subsequent rapid modernization and urbanization, and the aging population and economic struggles of the twenty-first century.

This open-access essay collection brings together a range of viewpoints on gender from a diverse group of international scholars based in Finland, Belgium, Japan, Singapore, and Australia. The focus is, in particular, on gender performativity and non-binary or non-normative gender. The essays examine the ways in which gender can be depicted, perceived, and understood in Japanese popular culture. The work will be of interest to scholars working in gender studies, Asian studies, and popular culture. It will also act as a source text for higher education courses in Asia, Europe, and the United States.

Competitive gaming, or esports – referring to competitive tournaments of video games among both casual gamers and professional players – began in the early 1970s with small competitions like the one held at Stanford University in October 1972, where some 20 researchers and students attended. By 2022, the estimated revenue of the global esports industry is in excess of $947 million, with over 200 million viewers worldwide. Regardless of views held about competitive gaming, esports have become a modern economic and cultural phenomenon.This book studies the full history of competitive gaming from the 1970s to the 2010s against the background of the arrival of the electronic and computer age. It investigates how competitive gaming has grown into a new form of entertainment, a sport-like competition, a lucrative business and a unique cultural sensation. It also explores the role of competitive gaming in the development of the video game industry, making a distinctive contribution to our knowledge and understanding of the history of video games.A History of Competitive Gaming will appeal to all those interested in the business and culture of gaming, as well as those studying modern technological culture.

Upon its premiere in 1992, Midway's Mortal Kombat spawned an enormously influential series of fighting games, notorious for their violent “fatality” moves performed by photorealistic characters. Targeted by lawmakers and moral reformers, the series directly inspired the creation of an industrywide rating system for video games and became a referendum on the wide popularity of 16-bit home consoles. Along the way, it became one of the world's most iconic fighting games, and formed a transmedia franchise that continues to this day. This book traces Mortal Kombat's history as an American product inspired by both Japanese video games and Chinese martial-arts cinema, its successes and struggles in adapting to new market trends, and the ongoing influence of its secret-strewn narrative world. After outlining the specific elements of gameplay that differentiated Mortal Kombat from its competitors in the coin-op market, David Church examines the various martial-arts films that inspired its Orientalist imagery, helping explain its stereotypical uses of race and gender. He also posits the games as a cultural landmark from a moment when public policy attempted to intervene in both the remediation of cinematic aesthetics within interactive digital games and in the transition of public gaming spaces into the domestic sphere. Finally, the book explores how the franchise attempted to conquer other forms of media in the 1990s, lost ground to a new generation of 3D games in the 2000s, and has successfully rebooted itself in the 2010s to reclaim its legacy.

The Superhero Multiverse focuses on the evolving meanings of the superhero icon in 21st-century film and popular media, with an emphasis on re-adapting, re-imagining, and re-making. With its focus on multimedia and transmedia transformations, The Superhero Multiverse pivots on two important points: firstly, it reflects on the core concerns of the superhero narrative—including the relationship between ‘superhero comics'and ‘superhero films', the comics roots of superhero media, matters of canon and hybridity, and issues of recycling and stereotyping in superhero films and media texts. Secondly, it considers how these intersecting textual and cultural preoccupations are intrinsic to the process of remaking and re-adapting superheroes, and brings attention to multiple ways of materializing these iconic figures in our contemporary context.

This book situates the Chinese acceptance of Japanese popular culture, specifically the intriguing and sometimes awkward relationship between the “idol” groups AKB48 and SNH48, within the broad context of nationalist ideology and international relations in East Asia. It aims to enhance the knowledge and understanding of the reader about contemporary East Asian cultural exchanges and nationalist expressions in concrete forms. Additionally, this book attempts to discover heretofore overlooked aspects of nationalism's metamorphosis in both China and Japan and challenge the existing scholarly and popular understandings of nationalism. By interrogating the nationalism factor in popular culture in Chinese and Japanese contexts, this books concludes that popular culture fandom can both be a culprit in promoting hegemonic political ideologies and serve as a potential antidote.

From the one-bit beeps of Pong to the 3D audio of PlayStation 5, this book examines historical trends in video game sound and music. A range of game systems sold in North America, Europe and Japan are evaluated by their audio capabilities and industry competition. Technical fine points are explored, including synthesized v. sampled sound, pre-recorded v. dynamic audio, backward compatibility, discrete and multifunctional soundchips, storage media, audio programming documentation, and analog v. digital outputs. A timeline chronicles significant developments in video game sound for PC, NES, Dreamcast, Xbox, Wii, Game Boy, PSP, iOS and Android devices and many others.

En plus de vingt-cinq ans, Resident Evil aura écrit une page majeure de l'histoire du jeu vidéo, prônant une approche fondamentalement ludique, décomplexée, mais aussi régulièrement jouissive de l'épouvante à la mode interactive.Au sein de ce quart de siècle si riche en retournements de situation, mutations et autres changements de perspective au sein même de la série, le présent ouvrage se focalise sur la période contemporaine, durant laquelle Resident Evil aura démontré comme jamais la plasticité de ses formes et atmosphères.Dans une logique de cycles intimement liée à l'évolution de la série, ce second tome de Resident Evil. Des zombies et des hommes reprend naturellement l'histoire dans la foulée de la sortie de Resident Evil 6 et traitera en profondeur de Resident Evil : Revelations 2, Resident Evil 7, Resident Evil Village autant que les remakes de Resident Evil 2 et Resident Evil 3, mais aussi les nouveaux longs-métrages et la mouture en réalité virtuelle de Resident Evil 4.C'est un nouveau chapitre qui s'ouvre pour la saga et c'est un nouveau chapitre qui s'ouvre à vous avec cet ouvrage. Pour le géant japonais comme pour nous, il est grand temps de repenser Resident Evil!

Take a journey through the history of Japanese role-playing games—from the creators who built it, the games that defined it, and the stories that transformed pop culture and continue to capture the imaginations of millions of fans to this day.The Japanese roleplaying game (JRPG) genre is one that is known for bold, unforgettable characters; rich stories, and some of the most iconic and beloved games in the industry. Inspired by early western RPGs and introducing technology and artistic styles that pushed the boundaries of what video games could be, this genre is responsible for creating some of the most complex, bold, and beloved games in history—and it has the fanbase to prove it. In Fight, Magic, Items, Aidan Moher guides readers through the fascinating history of JRPGs, exploring the technical challenges, distinct narrative and artistic visions, and creative rivalries that fueled the creation of countless iconic games and their quest to become the best, not only in Japan, but in North America, too. Moher starts with the origin stories of two classic Nintendo titles, Final Fantasy and Dragon Quest, and immerses readers in the world of JRPGs, following the interconnected history from through the lens of their creators and their stories full of hope, risk, and pixels, from the tiny teams and almost impossible schedules that built the foundations of the Final Fantasy and Dragon Quest franchises; Reiko Kodama pushing the narrative and genre boundaries with Phantasy Star; the unexpected team up between Horii and Sakaguchi to create Chrono Trigger; or the unique mashup of classic Disney with Final Fantasy coolness in Kingdom Hearts. Filled with firsthand interviews and behind-the-scenes looks into the development, reception, and influence of JRPGs, Fight, Magic, Items captures the evolution of the genre and why it continues to grab us, decades after those first iconic pixelated games released.

How do the worlds that state administrators manage become the feelings publics embody? In Administering Affect, Daniel White addresses this question by documenting the rise of a new national figure he calls'Pop-Culture Japan.'Emerging in the wake of Japan's dramatic economic decline in the early 1990s, Pop-Culture Japan reflected the hopes of Japanese state bureaucrats and political elites seeking to recover their country's standing on the global stage. White argues that due to growing regional competitiveness and geopolitical tension in East Asia in recent decades, Japan's state bureaucrats increasingly targeted political anxiety as a national problem and built a new national image based on pop-culture branding as a remedy. Based on sixteen months of ethnographic fieldwork among rarely accessible government bureaucrats, Administering Affect examines the fascinating connection between state administration and public sentiment. White analyzes various creative policy figures of Pop-Culture Japan, such as anime diplomats,'Cool Japan'branding campaigns, and the so-called'Ambassadors of Cute,'in order to illustrate a powerful link between practices of managing national culture and the circulation of anxiety among Japanese publics. Invoking the term'administering affect'to illustrate how anxiety becomes a bureaucratic target, technique, and unintended consequence of promoting Japan's national popular culture, the book presents an ethnographic portrait of the at-times surprisingly emotional lives of Japan's state bureaucrats. In examining how anxious feelings come to drive policymaking, White delivers an intimate anthropological analysis of the affective forces interconnecting state governance, popular culture, and national identity.