<1>

2times

everyyear

3days

ComicMarket

Comiket

buy/sell doujinshi

media by fans

amateurs

enthusiasts

[Lilian Fourhand video]

original

original

“rip”

“mix”

“burn”

[Gradius video]

[Airrade video]

Comiket

RW

culture

not only consume

“producedelsewhere”

actively

make

customize

<2>

2006

webservice

ニコニコ動画(Nico Nico Douga)

real-timecomments

fly across the screen

novel interactions

1.sing along

1.sing along

2.cheer

1.sing along

2.cheer

3.boo

1.sing along

2.cheer

3.boo

4.survey

1.sing along

2.cheer

3.boo

4.survey

5.typing lessons

content

evolve

KumikyokuNico Nico Douga

[Kumikyoku video]

So what?

100+derivedversions

slightmodifications

crossovers

personal, artistic touches

build uponone another

Something always gets created

creativity

visible

in your face

inviting

fun

RW

culture

<3>

why?

meme

“a theoretical unit of cultural information”

1.catch phrases

2.tunes

3.beliefs

4.fashions

5.technologies

1.catch phrases

1.catch phrases

2.tunes

1.catch phrases

2.tunes

3.beliefs

1.catch phrases

2.tunes

3.beliefs

4.fashions

memes ≈ genes

replicate

propagate

natural selection

extinct

survive

evolve

mutation

inheritance(crossovers)

Nico Nico Douga

a meme = a video

large complex of memes(memeplex)

evolve fast

conducive toevolution

user interface

norms

fosters

natural selection

evolution

<4>

user interface

real-time comments

easy togive impressions

want to comment

fun

see

sing along

make noise

a part of the mob

contribute

decorate

fun to upload

more feedback

see how people react

much more fun

visualization

more incentivesto create

discoveryof interesting videos

promotesocial causes

detract fromnatural selection

editors

agendas

stealspotlight

from truly popular

videos

<5>

norms

doujinshi

encourage

derivativeworks

evolution

easy access

source material

rapid feedback

people already wantto derive

not only the Japanese

everyonewants to derive

no doujinshiin America?

doujinshi

=

derivative works

no permission

America

lawsuits

Japan

opposite

Comiket

>30 years

increasinglycommercial

$245Min 2007

15% ofOtaku industry

anime DVDsmanga

video gamesfigures

lack ofresources

“We don’t haveenough lawyers.There just aren’tenough resourcesto prosecute cases

like this.”

norm

legacy

live with it

manga creators

manga creators

were/are

doujinshi creators

restricting

strongrepercussion

consumers

creators

adapted

Comiket

best opportunitiesto sell goods

“Lucky Star no

Kiwami, AAA”

[Shiteyanyo]~

“Lucky Star no

Kiwami, AAA”

[Shiteyanyo]~

“Lucky Star no

Kiwami, AAA”

[Shiteyanyo]~

norm

heldby industry

enforcedloosely

by consumers/creators

free tobuild upon

evolve

<6>

Nico Nico Douga

UI

user participation

accelerate

creativity

norm

encouragederivation

informally

protectsuploaders

publishers’control

moral of the story

fostercreativity

2 things

(1) make it fun

(2) make it free

commons

(1)easy

(2)much harder

change law

reducecopyright’s

scope

makedoujinshi norm

strong

do something

rights to derive

protected by the law