Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/208978
Title: SAD AND ANGRY FOR MOE: EXAMINING THE GENDERED AFFECTIVE LABOUR OF THE OTAKU INDUSTRY
Authors: KIM MI JIN
Keywords: moe, otaku, maid cafe, idol, cute, affective labour
Issue Date: 28-Jun-2021
Citation: KIM MI JIN (2021-06-28). SAD AND ANGRY FOR MOE: EXAMINING THE GENDERED AFFECTIVE LABOUR OF THE OTAKU INDUSTRY. ScholarBank@NUS Repository.
Abstract: In this thesis, I use textual analysis to explore the gendered affective labour of female workers in the Japanese otaku industry, namely the female idols from AKB48 and costume café waitresses, during their work of producing moe in the consumer. While moe has been simply described in the literature as an affective response to the youthfulness and cuteness of fictional characters, I draw from Sianne Ngai’s study of the cute aesthetic to argue that moe is evoked through the exaggeration of negative affective undertones of cuteness. These undertones, I argue, intermingle with feminine sexuality to engage the consumers’ parental desire which then re-establishes the intimate connections with the object of consumption and the act of consumption itself. Ultimately, I highlight the need for an understanding of feminine work and subjectivities in a male-dominated subculture and propose an alternative understanding of the gendered interactions within.
URI: https://scholarbank.nus.edu.sg/handle/10635/208978
Appears in Collections:Master's Theses (Open)

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