This is a visual essay that I hope will help to answer some questions about the visual aesthetic often referred to as moe (pronounced moé). If I poke fun at this aesthetic in this essay, it is not out of a sense of disdain or relative cultural superiority, but rather because the particular otaku subculture that consumes moe images likes to poke fun at itself. An appreciation of how ridiculous these images is constitutes a significant part of their appeal.
I am drawing these images from the opening color pages of the August issue of the monthly manga anthology Dengeki Daioh, which is roughly the size of a New York City telephone book. Here is the issue’s cover:
This month’s issue comes with a double-sided pull-out poster. Here’s the front side:
And here’s the back side:
August (or early July, when this issue actually came out on in bookstores) is a great time for relaxing by the pool in a bikini and running around in a wet school uniform blouse in the rain, isn’t it? Ah, summer.
Anyway, this issue also came with another freebie, a large sheet of heavy plastic that calls itself a “leisure mat”:
I’m not sure what the purpose of this “leisure mat” is (and I’m not entirely sure I want to know), but I think it’s supposed to smell like strawberries. So what we have here is a person-sized illustration of a girl who looks to be about ten years old in hot pants with a gun against a backdrop of fish printed on a sheet of heavy, strawberry scented plastic. Okay then. Moving on.
Just to let you know, the freebie included in the next issue of Dengeki Daioh is going to be a full-color illustration book of the characters from the anthology’s manga in swimsuits. Awesome!
Moe isn’t all about manga and anime, though. The above image is the second page of a two-page advertisement for a moe-flavored collectible card game. The question of the Q&A section at the bottom of the pages reads, “But what if I don’t know how to play?” Apparently, there are guides both on the internet and included with starter decks, but I really don’t think actually playing the game is the point of these cards. Here is a sample card that was packaged with the magazine:
The card is titled, “The Crimson Sound of ‘Afternoon Sunlight.’” It features an illustration of a reclining beauty whispering, “Okay, I’ll go out with you.” Yeah! Action! Strategy! It’s just like chess! With cards! Anyway…
Did you know that Dengeki Daioh has a sister magazine called Dengeki Moeoh? Did you know that it’s on sale right now? You should totally get it, because it’s packaged with both a “special book” of swimsuit illustrations and an “X-RATED♥” body pillow cover. But that’s not all!
You can also go to the Dengeki Moeoh website to download cool screen savers for your tablet or smart phone, as well as digital manga stories!
And what sort of discussion of moe would be complete without mentioning visual novels?
Koi to senkyo to chokorēto (“Love, Election & Chocolate”) is a dating sim that went on sale at this summer’s Comiket. Apparently, it’s “the story of a boy yearning for true love and a girl hating chocolate.” But of course the male protagonist isn’t pictured in the promotional art, because that would be icky.
Hopefully these ten images from Dengeki Daioh, which has come to be accepted as the ultimate mainstream sourcebook for moe manga and illustration, have helped to give you some sense of the moe visual aesthetic. If you have been disgusted by these sexualized images of seemingly underage characters, don’t worry – you’re not alone. Such images (and the narratives that accompany them) have sparked huge storms of controversy in both Japan and America.
I think it’s important to keep certain things in mind, though. For example, is all anime and manga like this? Of course not. Do these pictures mean that all otaku are pedophiles? No, they don’t. Do these pictures reveal otaku attitudes concerning real women? I don’t think so. Are these pictures to blame for Japan’s low birthrate? I really don’t think so. Do female illustrators create these images too? Yes, they do. Can women enjoy these images? Of course they can.
After all, as René Magritte so famously suggested in La Trahison des Images, “Ceci n’est-pas une pipe.” And, as Neil Gaiman has famously pointed out, Americans have a “First Amendment right as [adults] to make lines on paper, to draw, to write, to sell, to publish, and […] to own comics.” The Japanese have the same right under their own constitution. And if the publishers, artists, and readers of Dengeki Daioh make use of this right by enjoying the moe aesthetic, good for them. Even if everyone agrees that it’s kind of ridiculous.