Article

Cuteness, josō , and the need to appeal: otoko no ko in male subculture in 2010s Japan

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Abstract

This article explores the rise of specific new modes of gender ambivalence from within male subculture and mass media in the 2000s and examines the emergence of the cute cross-dressing ‘otoko no ko’. The broader context of this emerging orientation towards girlishness and cuteness is the now widely-documented circumstances of the recessionary period, particularly in the decade from the steepening of the recession and labor market deregulation from around 2006–2008 forwards. Interestingly, this precise period also correlates with a moment of creative escalation and bifurcation in male subcultural positions and forms: witnessing the emergence of self-defined himote (‘don’t haves’ [partners/ sex]) as well as otoko no ko in manga, animation and bedroom and upload subculture. Hints about the relatively weak position of fans and readers of otoko no ko in the labor market, and aspects of the language and ideas underlying the process of transformation through josō fashion, will be explored. Suggestions will be posed about the: undetermined qualities of male cross-dressed parodies of shōjo idols; the increased importance of self-discipline and self-transformation, and the personal effort to be ‘cute’ and ‘appeal’ and in order to fulfil the proscriptions for success in the late capitalist economy; and finally, the fuller significance of finding an ‘orientation’ for both financial and psychological survival.

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... While josō in Japan has a long history and cultural meanings of its own (Mihashi 2008), today the culture of josō circulates widely through contemporary media, such as social media, TV programs, and magazines, and its visible influence on popular and youth subcultures can be observed in various corners of society, from josō cafés in Akihabara, the fashion of sukāto danshi (men wearing skirts), to cute otokonoko (boy daughter) characters in manga and cosplay. Kinsella (2019) observes that this new mode of josō sprang from Japanese cultural history, such as moe animation, the aesthetic of kawaii (cute), and otaku subcultures, among others, and became popular in minor genres and leading boys' manga magazines from the turn of the century through the 2000s. By the mid-2010s, as Kinsella points out, josō was no longer a niche or otaku subtrend but a widespread theme in both social and mainstream media. ...
... Although there is still a persistent stigma for josō practitioners, it has become a concrete option for men who would like to dress as women. This mode of new josō, which is different from the earlier gay and nyū-hāfu (transgender) tradition, and which is not clearly related to sexual orientation, has become a new norm among young generations (Kinsella 2019). ...
... The Japanese josō scene has since been largely transformed. Josō practitioners in Miyata's and Ishii's recent study (2020) on commercial facilities for josō in Osaka seem to exhibit features similar to those of the new wave of josō that Kinsella (2019) described. Josō for these practitioners is no longer a practice tied only to sexual minority identities but often a tool to express the fluidity of identities and to go back and forth between men and women, and femininities and masculinities. ...
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In gender and sexuality studies, recent diversifications and changes in masculinities have garnered much attention. In particular, the concept of hybrid masculinities is a useful tool to understand the complexity of masculinity construction. This chapter examines how Japanese youth at university josō (male-to-female cross-dressing) contests negotiate the meanings of gender and femininities through their josō practice. Many contestants explained that their motivations for josō are either internal and gender-based or external with social and performative purposes. By closely analyzing the reflexive accounts of these contestants, however, it will become evident that their motivations are too complex to analyze either with the internal/external axis or using the notion of hybrid masculinities, because their femininities and masculinities are deeply intertwined in different ways, hence escaping from a binary framework. I conclude that josō practitioners engage in complex negotiations of gender and sexual normativities, while simultaneously blurring and reinforcing gender hegemony.KeywordsHybrid masculinitiesCultural and linguistic appropriation Josō Cross-dressingFemininitiesFirst-person pronounHeteronormativityIndexicality
... In other words, otoko no ko went from manga and screen media and stepped into the physical world. According to Kinsella (2020b), this is a notable social phenomenon as men negotiate alternative ways of being in Japan. ...
... Second, according to Iida (2004: p. 69), men's "feminine" aesthetics can be deployed to distance oneself from hegemonic masculinity and perform gender identity strategically. Third, the distancing from dominant norms and the attempt to negotiate alternative ways of being in Japan is further discussed by Kinsella (2020aKinsella ( , 2020b in her articles about otoko no ko presented in this paper. ...
... In other words, otoko no ko went from manga and screen media and stepped into the physical world. According to Kinsella (2020b), this is a notable social phenomenon as men negotiate alternative ways of being in Japan. ...
... Second, according to Iida (Iida, 2005: p. 69), men's 'feminine' aesthetics can be deployed to distance oneself from hegemonic masculinity and perform gender identity strategically. Third, the distancing from dominant norms and the attempt to negotiate alternative ways of being in Japan is further discussed by Kinsella (2020aKinsella ( , 2020b in her articles about otoko no ko presented in this paper. ...
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There is a predominance for cute characters among Japanese virtual YouTubers (VTubers). Men who publicly use feminine avatars to conduct online entertainment are called babiniku in Japan. This research paper investigates whether embodying cute avatars impacts males' perception of self. Examining the process leading some online performers to turn into outwardly feminine characters, we address the reasons why babiniku reproduce gender stereotypes. Our presumption is that such role play is part of a strategy with purposes yet to be deciphered. We deployed quantitative and qualitative methods, such as survey and semi structured interviews, to collect first-hand testimonies from 24 babiniku participants. This article contributes to an existing literature about digital gender swapping with avatars and Japanese cross-dressing from an anthropological perspective. As stressed by the babiniku who took part in this research, digital cross-dressing enables them to create a world where they can indulge in fancy and fantasy. All together with their fans, babiniku build a notion of femininity that allows users to act and live outside of societal pressures.
... Similar to Hibari-tei, Paradise initially opened as a futeiki eigy o at a rented venue and eventually became a permanent fixture due to customers' positive responses. At its height, the otoko no ko boom comprised an explosion of specialized magazines like Wai! and Otonyan featuring anime, manga, and adult games and the know-how to practice jos o, "B-men" (Before face/transformation) and "A-men" (After face/transformation) photos and videos uploaded to social media and niche websites displaying the makeover process, and shows and beauty contests on college campuses and beyond, notably Inoue Miya's Tokyo Cosme Boy beauty contest (Inoue, 2012;Kinsella, 2020aKinsella, , 2020bYoshimoto, 2015). However, this form of mainstreaming also angered otaku-individuals invested in anime, manga, and games-who wanted to safeguard two-dimensional otoko no ko characters from so-called "three-dimensional otoko no ko" (Kawamoto, 2014). ...
... While reflecting neither his gender identity nor sexual orientation, Ando's jos o practices might be interpreted as gender presentation on the margins of femininity and masculinity. Scholars (Dale, 2012;Kinsella, 2020a) have described otoko no ko as a category that does not fit into existing categories and a reaction to this condition of belonging nowhere. Ando's and Tobari's jos o practices, therefore, raise important questions about what feminine and masculine gender expressions are, how their boundaries are demarcated, and who can embody them. ...
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... The term otokonoko originally was defined as male identification with a female manga character, but since 2010 it has come to mean a cute male character, often identical to bishōjo ('beautiful girl') characters. Cross-dressing in a uniform manner as a parody of shōjo idols, men adopt familiar female performance and not actual femininity (Kinsella 2019). The shōjo idol character is a 'female protagonist' who displays characteristics that are the opposite of what is considered to be ideal femininity in Japan; instead of weakness and passivity, they possess such typically masculine traits as power and strength. ...
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Male cross-dressing as a form of aesthetic expression by something or someone has been practised in fashion globally. This article aims to investigate what role cross-dressing plays in contemporary men’s fashion. Does it transform or confirm gender norms? In what ways can cross-dressing be used as a tool to produce visual politics? Cross-dressing or transvestism is a particular type of event affected by the multiple social, economic and cultural implications that continuously shift the meanings and objectives of the practice. I think of fashion in a broad sense, i.e., similar to a verb in that it focuses on the action or process of negotiating, differentiating and self-presenting in everyday life. My scholarly inquiry is situated in the context of the social, the cultural and the historical. This epistemological study applies an interdisciplinary approach that employs visual interpretative analysis and queer reflexivity. Cross-dressing practices in men’s fashion cannot be explained without an awareness of sociocultural context, narrative, gender performance and how clothing is selected and worn. I conclude by discussing the broader implications of understanding gender performance, sexuality and institutional power in men’s fashion.
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In lieu of an abstract, here is a brief excerpt of the content: TDR: The Drama Review 44.1 (2000) 10-28 Figures Hijikata Tatsumi: The Words of Butoh The founder of butoh, Hijikata Tatsumi, passed away in 1986 at the age of 57. In contrast to another butoh founder, Ono Kazuo, who is 93 years old and still performing internationally, Hijikata never left Japan. Nonetheless, Hijikata's influence is worldwide and evident in films, photographs, writings, and the many dancers who were trained or affected by his art. Hijikata's physical absence seems to strengthen his presence in the remnants of his life's work. A documentary film by Ouchida Keiya of a performance of Hosotan (A Story of Small Pox, 1972), one installment of a serial work entitled Shiki no tame no nijushichiban (Twenty-seven Nights for the Four Seasons, 1972), allows us to see a classic Hijikata dance: lying down on the floor, he writhes to the accompaniment of "Bailero" by Joseph Canteloube. Only a loin cloth covers his skinny body, his rib bones are clearly exposed, the result of many days of fasting. His white butoh makeup is sliding off his skin, like scabs off a healing wound. Perhaps this fallen person is dying but trying to get up, a situation and image that Hijikata often talked about. Through the blistering image of emaciation and death, this ugly figure reveals the beauty of life. Hijikata's butoh seems to contain the secret of being. The word "butoh," now the accepted name of the genre, originated as ankoku buyo in the early 1960s. "Ankoku" means "utter darkness." "Buyo," a generic term for dance, is used in many compounds: for example, gendai buyo, modern dance; and koten buyo, classical dance. Later in the 1960s, ankoku buyo evolved into ankoku buto. The word "buto" is used in compounds such as buto-kai, a European-type ball dance, or shi no buto, the medieval European dance of death. That is, "buto" was used to refer to Western dance forms. However, according to the Japanese dictionary Kojien, buto also means haimu, a specific ceremonial salutation at the imperial court in which a person flings the long sleeves of traditional Japanese dress and stamps the feet (Shinmura 1991:2037). "To" means stamping feet. Although a stamping movement is not typical of butoh, Hijikata created the term "ankoku butoh" to denote a cosmological dance which completely departed from existing dances and explored the darkest side of human nature. Hijikata's relatively early death, self-mystifying character, and extraordinary works have made him a mythic figure. Recent efforts to reexamine his legacy have begun to expand our understanding of both the man and his work. In November 1998 a week-long symposium about Hijikata was held at the Theatre Tram in Tokyo. Dancers, visual artists, poets, and scholars of various disciplines discussed aspects of Hijikata's life and career, such as his idiosyncratic use of language and his relationship with classical dance. One night was dedicated to a discussion by non-Japanese butoh dancers. The frank opinions of these dancers from various cultural contexts offered a valuable contrast to the insular tendencies of the butoh world in Japan. The Hijikata Tatsumi Archive was recently opened at Keio gijuku University Art Center in Tokyo, and more sources are becoming publicly accessible, their abundant materials awaiting critical study. We are only just beginning to assess Hijikata, his butoh, and what he was trying to achieve in his life and his work. This issue of TDR is probably the first publication in which Hijikata's words are translated into English in complete texts rather than in excerpts. Until now, only selections from his evocative writings have been translated, and usually presented with a number of photographs. Although they definitely stimulated the imagination of English-speaking readers, these partial translations were very limited, especially considering the vast numbers of words Hijikata left behind. Japanese readers can easily obtain several books of his writing, most nobably the two-volume Hijikata Tatsumi zenshu (The Collected Works of Hijikata Tatsumi, 1998). With this history in mind, we have decided to translate a range of complete texts dating from 1960 through 1985: a lecture, an interview, a conversation, and notes from his scrapbooks for butoh...
Raito no kankaku de kawaisa tsuikyū
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Otoko No Musume Dōshi Renaichū
  • Kaoru Oshima
Nippon no sekkusu nenpō
  • Sagami Rubber
Concerning the Epoch of Cute and It’s Terms and Conditions
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Bye Bye Kitty: Between Heaven and Hell in Contemporary Japanese Art
  • David Elliot
Schoolgirls, Money and Rebellion in Japan. Abingdon: Nissan Institute/Routledge Japanese Studies
  • Sharon Kinsella
Tekunogoshikku. Tokyo: Hōmusha
  • Mari Kotani
Ooki na Koe de wa Ienai Otoko No ko Manga No Himitsu” [The Manga Secret of Otoko No ko That Can’t Be Said out Loud
  • Kaoru Nagayama
Contemporary State of Unmarried Adults Living with Parents
  • Sōmuchō
Near Equal Aida [DVD]. Tokyo: BBB
  • Makoto Aida
An Introduction to X-Jendā: Examining a New Gender Identity in Japan
  • S P F Dale
Pop Culture Critique 2: Shôjotachi No Senreki
  • Tamaki Saitō
Re-Narrating Social Class and Masculinity in Neoliberal Japan
  • David Slater
  • Patrick Galbraith
Gyaru No Kōzō. Tokyo: Kōdansha
  • Kazuma Yamane
New Cross-Dressing Event “DIFFUSION” Report
  • Nikkan Spa
A Man Pretending to Be a Woman” [Trans. Reiko Tomii
  • Kaori Chino
Moe: Exploring Virtual Potential in Post-Millenial Japan.” Electronic Journal of Contemporary Japanese Studies Article 5
  • Patrick Galbraith
Tokyo: Kawade Shobō Shinsha
  • Nao Kawamoto
Imoto No Unmei: Moeru Kindai No Bungakushatachi [Little Sisters’ Destiny: The Passionate Literatti of Modernity
  • Eiji Ohtsuka
Yuridanshi. Tokyo: Maiwei Shuppan
  • Naoko Tachibana
Jiyu to yokuatsu no hazama de kawaisa wo mi ni matou” [Between Freedom and Oppression: Wrapping Themselves in Cuteness
  • Toko Tanaka
Preliminary Materials for a Theory of the Young-Girl
  • Tiqqun
Kurata Uso Yuri Danshi ni Arawasareta Yuri Fandamu No Sugata ni tsuite no ichi kōsatsu
  • James Welker
Net Business No Owari. Tokyo: PHP Kenkyūjō
  • Ichiro Yamamoto
Kawaiiron [Cute Theory
  • Inuhiko Yomota