Fandom and Content for Creative Event Construction

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  • Topic: Anime, Manga, Anime convention
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FUNIME in Anime:
Fandom and Content for creative Event Construction

A Research Report
Submitted to the
College of Fine Arts and Design
University of Santo Tomas

In Partial Fulfillment
of the Requirements for the Course
ADPRAC 4 (Concept Development)

Maria Ana Carmela G. Arcillo
Randell Ray Denoso
Michelle Ann L.Edu
Al Densel Manapat
Rex Medina
Charmaine Noreen L. Reyes
Vien Paulo Visitacion

September 2012

Table of Contents

EXECUTIVE SUMMARY3
CHAPTER 1: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA4 Primary Data4
Secondary Data10
CHAPTER 2: INDUSTRY BACKGROUND14
PESTLE Analysis15
SWOT Analysis18
CHAPTER 3: MARKETING MIX19
CHAPTER 4: CAMPAIGN PROPOSAL21
Objectives and Strategies, Rationale21
Corporate Identity23
CHAPTER 5: CONCLUSION AND SUMMARY24
APPENDIX28

EXECUTIVE SUMMARY
Anime is a broad Japanese art form and style, which has encompassed a large number of media, from comics or manga, fan-made literature and art to the conduction of events. It is a rich and colorful industry with enormous following all over the world for its interesting plots and themes as well as the culture it offers. In this paper, gathered information enlightens the fact that the topic anime is a fun medium that fans are able to relate with. It is an entertainment. Moreover, some say that it is “a way to experience another reality” while others believe that it aids the imagination and serves as a companion.

Most anime fans in Metro Manila are students ranging in a moderate degree of fandom. They are fascinated in Japan generally, their food and music, being the industry’s origin. Expressions of this love for the form evolve from simple fan-made expressions to a way of life (imitation of anime characters, principles). Interest in other anime sectors especially the manga or comics category is most evident as well. These anime enthusiasts have already turned to different applications. In this light, anime content has never been more expansive. These sectors usually prefer content targeted for the young male audience (shounen category) and which are suitable for some young children. They go for new series, produced within the year 2000s to the present and mainstream anime titles such as Naruto, Kimi No Todoke, Code Geass among others. From the findings therefore, the research team has attached primary and secondary data, an industry background, analysis and the topic’s marketing mix that will cater a solution in support to the creation of a themed anime convention or event. Since anime still takes part as minority groups in the society, the team will base on the insights of this sector. The best and broadest idea and concept generated are utilized to concretize the executions.

CHAPTER 1
REVIEW OF RELATED LITERATURE
This chapter discusses the presentation of the gathered information and its interpretation. It will consist of tables, charts and other statistical applications that is helpful in defining data. It also involves the analysis of the presented information needed in the construction of the latter part of the research. PRIMARY DATA

Survey Findings. The table describes the qualities, affecting factors and interests of the respondents which solidify the aspect of study of anime and its events. The following enumerated question titles are classified into four (4) categories. I. Reasons for Anime Fandom

1. Degree of Anime Fandom

2. Top Characteristics of Anime

3. Cause of Anime Fandom

This classification tells about the causes and reasons for liking the anime industry and its operations, programs. In a scale of 1-7, 1 being the minimum degree and 7 being the maximum, most of the sector sums up an average or moderate degree of fandom, ranging from 4-5 in the scales. Only 3 respondents say that their degree of fandom is of maximal degree.

According to gathered data, it is suggested that interest in anime is primarily caused by its good, quality plots and themes followed...
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