As this media mix has had several more decades to evolve in Japan than in the United States and Europe, the Japanese understanding of convergence culture is significantly more progressive concerning the user-generated portion of the mix (note 6). Specifically, Japanese publishers, producers, and entertainment corporations create media properties in such a way as to encourage audience participation through transformative works, the production of which is taken for granted and directly incorporated into their business strategies and marketing models (Steinberg 2012).
Instead of discouraging fan works such as fan fiction, fan art, and fan comics, Japanese media producers depend on them to ensure a healthy and stable economic ecosystem for their franchise properties. After all, many highly successful content creators were once fans themselves (note 7). Therefore, in Japan, fans do not exist outside of transmediality and corporate convergence cultures but instead are integral to the success of the media mix.
Since the Japanese media mix model may serve as an indicator of the future evolution of overseas media cultures, which are increasingly pursuing mutually beneficial relationships with fan cultures (note 8), a better understanding of Japanese fan works and their relationship to mainstream media is useful for understanding the transnational fandom response to titles such as Sherlock (note 9).
Queering the media mix: The female gaze in Japanese fan comics | Kathryn Hemmann | Transformative Works and Cultures ift.tt/2aXwCH7