Chapter 6: The Affective Economy and Online Fan Communities: A Case Study of Johnny & Associates

Abstract

This chapter explores participation and co-production in affective media experiences in Johnny & Associates’ online fan communities. Johnny & Associates is a Japanese all-male talent management company established in the 1960s. As a pioneer in the idol industry, Johnny & Associates and artists under its management have been highly influential in the contemporary Japanese entertainment industry. These artists are collectively known as Johnny’s idols or Janīzu. Much of the data are collected through participant-experiencer and interviews. The originality of this case study stems mainly from the empirical data for Johnny & Associates, Janīzu, and the global fan base during Johnny & Associates’ transition to a social media platform. This chapter analyses marketing strategy, audience awareness and behaviour in relation to a mass media phenomenon. The complex interaction among Johnny & Associates, Janīzu and fans generates tensions and contradictions that mirror the modern mediated life.