A SOCIOLOGICAL ANALYSIS OF FANDOM AS PORTRAYED IN THE VISUAL KEI SUBCULTURE

Abstract

From the late 1980s, an unprecedented music genre known as "Visual Kei” has emerged in Japan, giving rise to a distinctive subculture that is both intriguing and thought provoking. As a youth subculture, Visual Kei can be perceived as a subtle form of resistance against the strict social conditioning of the Japanese society, since the subculture emphasizes on the portrayal of androgyny, fashion that is against the mainstream and the escape into a world of fantasy. However, it is also of crucial importance that we look into the actual processes of interaction within the subculture by studying fan production and practices and the reasons underlying them. In other words, there is a need to examine the ’affective’ dimension of fandom. Only through this can we obtain a clearer picture of what these actions and activities actually mean to those who are involved in them, particularly in the construction of identity and the performance of self. By delving into issues pertaining to the affect of fandom, we will understand that the Visual Kei subculture, unlike other subcultures such as British punk which is anti-establishment, has its significance more on the affect dimension than that of resistance and rebellion. Based on fieldwork and research carried out in Japan, this thesis gives an overview of the evolution of the Visual Kei boom in Japan. Various fan practices will also be looked into. The affective dimension of fandom will be investigated via direct fan responses and feedback, after which the Visual Kei subculture will be analysed as a whole in relation to the Japanese social context. In so doing, 1 will attempt to answer the question of whether Visual Kei has replaced old societal norms with a newfound identity and individuality or whether it is just another continuation of the old values.