2022 Eisner Award Winner for Best Academic/Scholarly Work

Japanese comics, commonly known as manga, are a global sensation. Critics, scholars, and everyday readers have often viewed this artform through an Orientalist framework, treating manga as the exotic antithesis to American and European comics. In reality, the history of manga is deeply intertwined with Japan’s avid importation of Western technology and popular culture in the early twentieth century.
 
Comics and the Origins of Manga reveals how popular U.S. comics characters like Jiggs and Maggie, the Katzenjammer Kids, Felix the Cat, and Popeye achieved immense fame in Japan during the 1920s and 1930s. Modern comics had earlier developed in the United States in response to new technologies like motion pictures and sound recording, which revolutionized visual storytelling by prompting the invention of devices like speed lines and speech balloons. As audiovisual entertainment like movies and record players spread through Japan, comics followed suit. Their immediate popularity quickly encouraged Japanese editors and cartoonists to enthusiastically embrace the foreign medium and make it their own, paving the way for manga as we know it today.
 
By challenging the conventional wisdom that manga evolved from centuries of prior Japanese art and explaining why manga and other comics around the world share the same origin story, Comics and the Origins of Manga offers a new understanding of this increasingly influential artform.

How media production and fan play interact to shape the aesthetics of a global anime franchise

Since its debut in 1984, Dragon Ball has become one of the most popular, influential, and lucrative media franchises in the world. In Next Time on Dragon Ball, Vincent Haddad investigates how the franchise has maintained huge global demand despite its formulaic plotlines. Examining its exhaustive repetition of storytelling forms across comics, TV series, games, and merchandise, Haddad argues that the convergence of play, fandom, and narrative made Dragon Ball an unlikely success—and a harbinger of broader shifts in the media landscape of franchises from the 1980s to the present.

Haddad conceives of Dragon Ball as a “franchise toy,” a corporate media property that is constantly remixed by its fans in ways that its owners resist but also ultimately embrace: appropriation is essential to the franchise’s popularity. Over the past forty years, Haddad argues, Dragon Ball’s deployment of familiar tropes, cultural references, and narrative forms—from classical Chinese stories and the films of Bruce Lee and Jackie Chan to American franchises like Superman and Star Wars—has invited unique transcultural play. Through diverse examples of how fans use its characters as “playthings,” Haddad shows how Dragon Ball travels across international networked fandoms, highlighting the queer, gendered, and racialized dimensions of this play.

Parsing the dynamics of “sites of conflict” between authorized media and fan content, Next Time on Dragon Ball illuminates how fan engagement across the Americas changes the parameters of what a manga and anime franchise is and can be.

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From computer games to figurines and maid cafes, men called “otaku” develop intense fan relationships with “cute girl” characters from manga, anime, and related media and material in contemporary Japan. While much of the Japanese public considers the forms of character love associated with “otaku” to be weird and perverse, the Japanese government has endeavored to incorporate “otaku” culture into its branding of “Cool Japan.” In Otaku and the Struggle for Imagination in Japan, Patrick W. Galbraith explores the conflicting meanings of “otaku” culture and its significance to Japanese popular culture, masculinity, and the nation. Tracing the history of “otaku” and “cute girl” characters from their origins in the 1970s to his recent fieldwork in Akihabara, Tokyo (“the Holy Land of Otaku”), Galbraith contends that the discourse surrounding “otaku” reveals tensions around contested notions of gender, sexuality, and ways of imagining the nation that extend far beyond Japan. At the same time, in their relationships with characters and one another, “otaku” are imagining and creating alternative social worlds.