Affective market in Japan: a study on Gatebox and loving relationships with characters
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Comunicação, Mídia e Consumo (Online) |
Texto Completo: | https://revistacmc.espm.br/revistacmc/article/view/2152 |
Resumo: | This article aims to reflect on a recent market trend whose products seek to stimulate affective relationships. The analyzed example is Gatebox, which provides consumers with the experience of living with their favorite character. There are new forms of consumption and interaction that emerge from this context, especially in countries where virtual companies are considerably widespread, as it is in Japan. The theoretical basis brings together authors such as Takeyama (2005); Kurotani (2014); Illouz (2011); Giard (2016), Azuma (2009), Barral (2000); and the research of the philosopher Brian Massumi (2015), especially on the scope of philosophy and economics. The research methodology is based on a wide bibliographic review involving Japanese and Western authors, unfolding in a field research in Japan, carried out in the last five years, including visits to laboratories, sex shops and expositions. The result is a preliminary overview of the state of the art of the Gatebox phenomenon and otaku culture in Japan and on first reflections on the transdimensional affective relationships between human beings and characters, as well as the growing impact of these relationships on specific consumer networks in Japan and in Western countries. |
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Affective market in Japan: a study on Gatebox and loving relationships with charactersMercado de afetos no Japão: um estudo sobre Gatebox e o convívio amoroso com personagensConsumoMercado de afetosGateboxThis article aims to reflect on a recent market trend whose products seek to stimulate affective relationships. The analyzed example is Gatebox, which provides consumers with the experience of living with their favorite character. There are new forms of consumption and interaction that emerge from this context, especially in countries where virtual companies are considerably widespread, as it is in Japan. The theoretical basis brings together authors such as Takeyama (2005); Kurotani (2014); Illouz (2011); Giard (2016), Azuma (2009), Barral (2000); and the research of the philosopher Brian Massumi (2015), especially on the scope of philosophy and economics. The research methodology is based on a wide bibliographic review involving Japanese and Western authors, unfolding in a field research in Japan, carried out in the last five years, including visits to laboratories, sex shops and expositions. The result is a preliminary overview of the state of the art of the Gatebox phenomenon and otaku culture in Japan and on first reflections on the transdimensional affective relationships between human beings and characters, as well as the growing impact of these relationships on specific consumer networks in Japan and in Western countries.Este artigo tem como objetivo refletir sobre uma tendência recente de mercado cuja oferta de produtos busca estimular relações afetivas. O exemplo analisado é o Gatebox, que proporciona ao consumidor a experiência de morar com sua personagem favorita. Há novas formas de consumo e interação que emergem deste contexto, especialmente em países onde as companhias virtuais já são consideravalmente difundidas, como é o caso do Japão. A fundamentação teórica reúne autores como Takeyama (2005); Kurotani (2014); Illouz (2011); Giard (2016); Azuma (2009); Barral (2000); e a pesquisa do filósofo Brian Massumi (2015), sobretudo no âmbito da filosofia e economia. A metodologia de pesquisa parte de uma ampla revisão bibliográfica reunindo autores japoneses e ocidentais, desdobrando-se em pesquisas de campo no Japão, realizadas pelas autoras nos últimos cinco anos, incluindo visita a centros de pesquisa, laboratórios, sex-shops e feiras. O resultado é um panorama preliminar do estado da arte do fenômeno Gatebox e da cultura otaku no Japão e um levantamento de questões que analisam as relações afetivas transdimensionais entre seres humanos e personagens, assim como, o impacto crescente destas relações em redes específicas de consumo no Japão e em países ocidentais.Escola Superior de Propaganda e Marketing2020-07-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionrevisão de literatura; pesquisa históricaapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/215210.18568/cmc.v17i49.2152Comunicação Mídia e Consumo; Vol. 17 No. 49 (2020): MAIO/AGOSTO; 295-321Comunicação Mídia e Consumo; Vol. 17 Núm. 49 (2020): MAIO/AGOSTO; 295-321Comunicação Mídia e Consumo; v. 17 n. 49 (2020): MAIO/AGOSTO; 295-3211983-707010.18568/cmc.v17i49reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/2152/pdfhttps://revistacmc.espm.br/revistacmc/article/view/2152/pdf_1Copyright (c) 2020 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessAoki, Beatriz YumiGreiner, Christine2020-09-28T12:22:48Zoai:ojs.revistacmc.espm.br:article/2152Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2020-09-28T12:22:48Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
Affective market in Japan: a study on Gatebox and loving relationships with characters Mercado de afetos no Japão: um estudo sobre Gatebox e o convívio amoroso com personagens |
title |
Affective market in Japan: a study on Gatebox and loving relationships with characters |
spellingShingle |
Affective market in Japan: a study on Gatebox and loving relationships with characters Aoki, Beatriz Yumi Consumo Mercado de afetos Gatebox |
title_short |
Affective market in Japan: a study on Gatebox and loving relationships with characters |
title_full |
Affective market in Japan: a study on Gatebox and loving relationships with characters |
title_fullStr |
Affective market in Japan: a study on Gatebox and loving relationships with characters |
title_full_unstemmed |
Affective market in Japan: a study on Gatebox and loving relationships with characters |
title_sort |
Affective market in Japan: a study on Gatebox and loving relationships with characters |
author |
Aoki, Beatriz Yumi |
author_facet |
Aoki, Beatriz Yumi Greiner, Christine |
author_role |
author |
author2 |
Greiner, Christine |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Aoki, Beatriz Yumi Greiner, Christine |
dc.subject.por.fl_str_mv |
Consumo Mercado de afetos Gatebox |
topic |
Consumo Mercado de afetos Gatebox |
description |
This article aims to reflect on a recent market trend whose products seek to stimulate affective relationships. The analyzed example is Gatebox, which provides consumers with the experience of living with their favorite character. There are new forms of consumption and interaction that emerge from this context, especially in countries where virtual companies are considerably widespread, as it is in Japan. The theoretical basis brings together authors such as Takeyama (2005); Kurotani (2014); Illouz (2011); Giard (2016), Azuma (2009), Barral (2000); and the research of the philosopher Brian Massumi (2015), especially on the scope of philosophy and economics. The research methodology is based on a wide bibliographic review involving Japanese and Western authors, unfolding in a field research in Japan, carried out in the last five years, including visits to laboratories, sex shops and expositions. The result is a preliminary overview of the state of the art of the Gatebox phenomenon and otaku culture in Japan and on first reflections on the transdimensional affective relationships between human beings and characters, as well as the growing impact of these relationships on specific consumer networks in Japan and in Western countries. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-07-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion revisão de literatura; pesquisa histórica |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistacmc.espm.br/revistacmc/article/view/2152 10.18568/cmc.v17i49.2152 |
url |
https://revistacmc.espm.br/revistacmc/article/view/2152 |
identifier_str_mv |
10.18568/cmc.v17i49.2152 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://revistacmc.espm.br/revistacmc/article/view/2152/pdf https://revistacmc.espm.br/revistacmc/article/view/2152/pdf_1 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Comunicação Mídia e Consumo info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Comunicação Mídia e Consumo |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.source.none.fl_str_mv |
Comunicação Mídia e Consumo; Vol. 17 No. 49 (2020): MAIO/AGOSTO; 295-321 Comunicação Mídia e Consumo; Vol. 17 Núm. 49 (2020): MAIO/AGOSTO; 295-321 Comunicação Mídia e Consumo; v. 17 n. 49 (2020): MAIO/AGOSTO; 295-321 1983-7070 10.18568/cmc.v17i49 reponame:Comunicação, Mídia e Consumo (Online) instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Comunicação, Mídia e Consumo (Online) |
collection |
Comunicação, Mídia e Consumo (Online) |
repository.name.fl_str_mv |
Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
thoff@espm.br||revistacmc@espm.br |
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1793890300688596992 |