The effects of technology innovation and network presence on Otaku identity

Abstract

In Taiwan young people is profoundly influenced by Japanese ACG (animation, comics, and games) culture, which gather the subculture group with unique values named Otaku. People had a negative stereotype of Otaku in the past, however, Otaku people are in fact those who delve into technology products and good at using them. The aim of this study is to explore the impact of technology innovation on Otaku identity from internal (Otaku) and external (non-Otaku) perspectives. This study adopts three stages of the research process. First, based on the diffusion of innovations theory, a tentative Otaku identity model (OIM) including four constructs of technology innovation, subculture social system, subculture social identity, and social presence (network presence and physical presence) was proposed. Second, qualitative interviews with ten Otaku participants were conducted to understand Otaku's core thinking pattern, to confirm the tentative OIM, and to justify the establishment of follow-up surveys. Third, quantitative surveys of 122 Otaku and 207 non-Otaku were conducted to verify the OIM model by using SPSS-PROCESS. The results show that our proposed OIM is fit for this research and conclude that technology innovation and network presence can significantly change general people's Otaku identity.