Cuteness, josō, and the need to appeal: otoko no ko in male subculture in 2010s Japan

Abstract

This article explores the rise of specific new modes of gender ambivalence from within male subculture and mass media in the 2000s and examines the emergence of the cute cross-dressing ‘otoko no ko’. The broader context of this emerging orientation towards girlishness and cuteness is the now widely-documented circumstances of the recessionary period, particularly in the decade from the steepening of the recession and labor market deregulation from around 2006–2008 forwards. Interestingly, this precise period also correlates with a moment of creative escalation and bifurcation in male subcultural positions and forms: witnessing the emergence of self-defined himote (‘don’t haves’ [partners/ sex]) as well as otoko no ko in manga, animation and bedroom and upload subculture. Hints about the relatively weak position of fans and readers of otoko no ko in the labor market, and aspects of the language and ideas underlying the process of transformation through josō fashion, will be explored. Suggestions will be posed about the: undetermined qualities of male cross-dressed parodies of shōjo idols; the increased importance of self-discipline and self-transformation, and the personal effort to be ‘cute’ and ‘appeal’ and in order to fulfil the proscriptions for success in the late capitalist economy; and finally, the fuller significance of finding an ‘orientation’ for both financial and psychological survival.