National idols? The problem of ‘transnationalizing’ film stardom in japan’s idol economy

Abstract

The aim of this chapter is to look at the transnational stardom of Japanese idols from what, following Paul McDonald (2000), would be a production-oriented approach. While reception studies, and particularly fan studies, remain important for our understanding of idol consumption, I suggest that an industry-based focus can more clearly illuminate some of the obstacles in transforming Japanese idols from successful, domestic ‘multi-media’ stars into transnational film stars. In particular, I argue that when compared to the stable and predictable industrial conditions in Japan, the risks and logistical problems of expanding into less-receptive overseas markets make it unattractive for those Japanese talent agencies at the centre of the Japanese media industries to develop or use idols as profitable transnational assets.