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In this Issue - The Japan Foundation, Manila

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Mass Appeal:ANIMATIONSome Thoughts on the Mainstreamingof Anime in the Philippines by Rochelle DumlaoTwelve not-so-long years ago,the after-school routines of an entiregeneration of Filipino children involvedgetting home, playing in the streetsfor an hour or so, and then settling infront of the television to watch cartoonsbefore the evening news came on. Unlikethe educational slant of early morningcartoons, the evening shows featuredmore intense action, more uproariousslapstick, and more involved storylinesthan their Disney ilk.We are, of course, talking about<strong>Japan</strong>ese animated shows. Dubbed inFilipino or English and ranging in titlesfrom Dragonball Z to YuYu Hakusho(known locally as Ghost Fighters), <strong>Japan</strong>eseanime became as familiar to Filipino kidsas sweet-style spaghetti and corn andcheese ice cream.With the advent of cable TV and highspeed<strong>In</strong>ternet, Filipino kids these days– along with their enthusiastic parentsand even their nostalgic grandparents,are exposed to even more anime thanever before. Not only are the shows readilyaccessible and more varied, there are alsofurther opportunities to become deeplyinvolved in the hobby.Local specialty stores and departmentstores carry DVDs, action figures andtoys, and other collectible merchandise.<strong>In</strong>dependent comic retailers and largebook chains carry <strong>Japan</strong>ese comic booksand magazines, both in English or in theirnative Nihongo. <strong>The</strong>re are also importshops and online sellers that ship inanimation-related items direct from<strong>Japan</strong>, like special edition boxed setsand resin animation figures. <strong>The</strong> rangeof merchandise available on the localmarket today would be bewildering in thestandards of the previous generation.<strong>The</strong> down side to all <strong>this</strong> open accessis that some of the newer fans – especiallythose who were introduced to the hobbyfairly recently via the <strong>In</strong>ternet – havegrown a sort of entitlement complex withregards to anime and manga. <strong>In</strong>stead ofpainstakingly waiting for and purchasingthe official releases, they would rathergo to online file-sharing services anddownload the material. If the files are stillin their native <strong>Japan</strong>ese (which are usuallythe case with newer titles), these fanscomplain that the translations aren’t beingdone as quickly as possible, or worse,that the original authors or animators areworking too slowly for their tastes.For the record, sharing files is notinherently wrong, and it is one of thethings that make the <strong>In</strong>ternet such awonderful tool; however, if these fans startthinking that having downloaded material– without purchasing at least some of themerchandise attached to the franchise,gives them the right to act like spoiledbrats, then there is definitely a problem.<strong>In</strong>stead of playing the blame gameand pitting fans against each other,perhaps a better idea would be toencourage these fans to stop sittingaround waiting for translations, and goout and learn proper <strong>Japan</strong>ese. It’s as gooda reason as any to learn a new language– and who knows, it could be the start ofa long, dedicated desire to learn about<strong>Japan</strong> in all its complexity.I personally admit to <strong>this</strong>, havingstarted out learning the language tosupport a burgeoning addiction to anime,but ultimately it led to several scholarshipgrants to <strong>Japan</strong> and earning a Level 2Certificate in the JLPT. Other fans in thelocal community have also turned <strong>this</strong>passion into an advantage: some areputting up businesses catering to fellowfans, while others are using the animecommunity to further their academicgoals in the fields of social research andcultural study. Some have even gone onto work for <strong>Japan</strong>ese corporations andagencies, utilizing their <strong>Japan</strong>ese skillsrooted in their initial interest in anime.<strong>The</strong>re really is no limit to the good onecan do if given the proper motivationand guidance.<strong>The</strong>re are always two sides to any fador boom, and the rise of the anime fanculture in the Philippines is no different.<strong>The</strong> best we can do is to harness <strong>this</strong>passion into something positive – touse it as a tool to teach and to learn, toencourage and innovate. <strong>The</strong>se aren’t justcartoons anymore – it’s an introductionto an entirely new culture and a differentway of life.Rochelle Dumlao is a former JASSO and JAL Scholarfrom UP Diliman. She is also one of the administrators forONGAKU SOCIETY (http://ongaku-society.org), the largest<strong>Japan</strong>ese music community in the Philippines. Rochellelikes to travel abroad to attend music events and animeconventions to see how different (or similar!) they are tolocal events.By Lyndon GregorioLYNDON GREGORIOLyndon Gregorio is the pseudonym of Le Roy Lagdameo, creator of the comic strip, BEERKADA, published daily in the Philippine Star. He has since self-published eight BEERKADA comicbooks, with a ninth installation coming out in February 2009. Lyndon is a graduate of UP Diliman, and is now working full-time developing Beerkada and his other works.Lyndon Gregorio is the Philippine representative to the 11th Asian Cartoon Exhibit.

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