Hatsune Miku: an uncertain image

Abstract

ABSTRACTIn this article, we discuss the vocaloid pop star Hatsune Miku as an uncertain image, which embodies networks of fans functioning as cultural producers, making it unclear whether creative statements are affectively dialogical or function as entrepreneurial campaigning. Here we describe Hatsune Miku as an image that is not only desired by fans, but that itself desires. We critically debate the affective investments and distributed ownership in the attention economy in relation to the cultural phenomenon of Hatsune Miku, and consider the pop star to be continuously animated, produced, circulated and consumed by fans, while profit is channeled back to the company behind the image: Crypton Future Media. We further argue that this channeling has been enabled by new digital infrastructures, creating a risk that networks of fans’ affections and desires may be transformed and mutated into feelings that are entangled with commercial interests, thus producing uncertain images of desire such as Hatsune Miku.