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I'm curious for your thoughts on this subject. I dislike the way antis use the term "yaoi" and "fujoshi" since I feel like these terms were created to mean specific things (in Japanese culture) and antis often apply it without considering differences between slash and yaoi. Also, I dislike the way they use yaoi to pretty much mean fetishizing mlm/content, and fujoshi as fetishizing women since both terms are from Japan and I feel weird seeing these terms associated with fetishizing.

I also am really bothered by the way English fandom has adopted genre words from Japan to mean ‘the worst version of [x]/fans of [x]’. it feels like a form of looking down anything coming from Japan/Japanese culture and treating Japanese culture as the source of these ‘worst versions’.

(a lot of what follows is from light research I’ve done over the years and personal experience. It’s my opinion and experiences rather than a closely researched and heavily sourced essay.)

I think the reason for this weird English-speaking take is two-fold:

Americans/western culture interprets the Japanese subgenre ‘yaoi’ and its Japanese creators & fans through the lens of American/western culture and finds them wanting

the reinterpretation of the concept of ‘yaoi’ and ‘fujoshi’ in American/western culture and the unfortunate associations created as a result

Without going into historical depth, any western - particularly American - interaction with Japanese culture is an unequal one. Besides the ignominious end of WWII, the American army was the means of forcing Japan to reopen their borders in the 1850′s. And frankly: western culture has been obsessed with Japanese culture (and other East Asian cultures) for literal centuries. and we’ve been taking their cool shit and appropriating and bastardizing it for just as long.[$]

the way that the words ‘yaoi’ and ‘fujoshi’ are being treated now is, in my opinion, an extension of this.

(this post was heavily updated on August 2-3rd, 2018, to add a lot more about the word ‘fujoshi’: it originally focused more on ‘yaoi’. huge thanks to blogs like @rottenboysclub, @oh-suketora, and @satans-tiddies for all the information they’ve put out on tumblr about these words.[%] )

American understanding of yaoi in Japan & its Japanese fans

Americans don’t understand yaoi or fujoshi in their original Japanese context, but we belittle and denigrate it as if we do.

BL (Boy’s Love) and its subgenre ‘yaoi’ seem to have a similar relationship to Japanese fans as ‘slashfic’ and mlm fiction does to American fans. But that doesn’t mean we understand yaoi/BL in the context of Japanese culture or that we interact with yaoi/BL the same way Japanese fans do. Same for the word ‘fujoshi’ - a term that seems to have been coined in a derogatory context but was ‘reclaimed’ by the very female-aligned fans that it was meant to denigrate. (but more on ‘fujoshi’ later.)

In Japan, the word ‘yaoi’ is more equivalent to a Japanese acronym for the English ‘pwp’ (plot? what plot?) than a word referring to mlm. Like ‘pwp’ in its original usage, ‘yaoi’ indicates a fanwork or small-time/one-shot original work (doujinshi) that has little to no plot and/or focuses almost exclusively on the sex part of a fictional ship, though ‘yaoi’ is specifically applied to mlm-focused ‘plotless’ fanworks*.

(*it’s worth noting that - as mentioned in the wiki link above - the word ‘yaoi’ does not, on its own, have a meaning attached to BL. it has more to do with who adopted the acronym for common use: specifically, BL doujin writers.)

‘yaoi’ has fallen out of use in Japanese fan circles. ‘BL’ - ‘boy’s love’ - is the word which is more of an umbrella term for mlm in the way ‘slash’ is in English-speaking fandom, covering everything from explicit sex to soft pre-romance hand-holding. however, ‘yaoi’ was the word that became known as the Japanese-equivalent mlm fan genre to ‘slash’ in English-speaking circles, which had the unfortunate effect of leading English-speaking animanga fans to compare only the most tropey, explicit mlm content from Japanese fandom against all varieties of mlm ‘slash’ content from English-speaking fandom.

This was comparing apples to oranges; a more equivalent Western fandom comparison to Japanese ‘yaoi’ would probably be silly oneshot crackfic and kinkmeme fics. But the misapprehension was already in place and only got worse as some of the tropes of the explicit versions of yaoi genre doujinshi became increasingly known - the ‘seme’ (’top’) and ‘uke’ (’bottom’) and their supposedly male/female-like roles, the ‘rapey’ tendency to show the uke as crying and reluctant under an aggressive seme, etc.

These kinds of tropes don’t sit well with a modern American audience. And Japanese bl fans have had their own conversations about whether bl/yaoi is harmful to or supportive of Japanese gay culture (and long before Western / English-speaking fandom circles were having them, at least in a widespread way.)

But Americans are ill-equipped to judge the situation from the sidelines. To provide a few examples of things we generally don’t have cultural context on to truly understand yaoi (BL, tbh) and its Japanese fans:

LGBTQ+ culture in Japan

the Japanese flavor of gender essentialism

social and societal pressures on Japanese people, particularly women (trans, cis, and intersex) & nb ppl who identify as femme-aligned

what it means to be ‘feminine’ in Japan

strongly gendered roles in the bedroom (sex in Japan)

Without knowing all this, how can we understand why yaoi (or BL) is constructed the way it is? how can we understand what draws people to it, or how it sits with Japanese LGBTQ people?

But because many yaoi tropes don’t sit well with Americans in the context of our own culture and increasing openness to LGBT+/queer people, and because we’ve given yaoi a false equivalence with a western genre of fiction that has a much wider range of subject and form, we’re apt to look down on yaoi as ‘bad mlm’ and on its ‘fujoshi’ fans as genuinely ‘rotten women’.

The international reinterpretation of ‘yaoi’ & international yaoi fans

the other way the word ‘yaoi’ is used by many people in fandom-centric tumblr - anti and non-anti alike - is in reference to how Americans/Western fans ‘initially’ interacted with Japanese-sourced mlm (’initially’ being when yaoi became well-known enough for a noticeable interaction to appear in American/western geek subculture).

Manga and anime had a popularity boom in the US around 2003/2004 thanks to improving internet speeds and the 24-hour cartoon channel Cartoon Network looking for fresh animated content to air. Media companies caught on and a glut of manga and anime were officially licensed, translated, and sold overseas.

As the popularity of Japanese media grew, the word ‘yaoi’ became more popular and widely used in fandom circles, usually as a substitute for ‘slash’ or ‘gay’ (fictional mlm) when the source material for the fannish subject was Japanese in origin. I think this hit its peak around 2006-2007; at that time many teenage and young adult anime fans (primarily female/femme) who enjoyed slashfic/mlm fic called themselves ‘yaoi fans’.

Why was ‘yaoi’ so popular in America/western culture? and why did its fans get such an awful reputation over time?

as for popularity, here’s a few aspects:

Just another word for ‘slash’ - it wasn’t so much that yaoi as a publishing genre was popular as that there were a lot anime fans in fandom using the word ‘yaoi’ for their mlm fan content instead of the word ‘slash’. (and it still is used this way in some circles.)

male-attracted teen’s first fanservice - because of the size of the boom and the comparative diffidence of American marketers to young (male-attracted) people, a young anime fan’s first published media experience with the sexual ‘female gaze’ directed towards men was more likely to be sourced in Japanese BL content.

American gaze on Japanese male companionship - manga geared towards young men / perceived men in Japan (such as Shonen Jump titles) features a lot of male companionship and tight bonds of friendship. So does American media, but American male culture rarely allows men to touch one another in friendly ways (any gentle touch from a cis man is treated as expressing sexual interest). Japanese male friendship culture lacks this physical distance. Guess how it was interpreted, and guess what kind of effect it had on American anime/manga fandom.

relatedly, this LGBT/queer read on Japanese-sourced masc-centric content, plus the willingness of works aimed towards femme audiences to present all-but-canon mlm relationships, probably functioned as a poor man’s substitute for the lack of LGBT representation in American media in some cases.

and some reasons for the terrible reputation ‘yaoi fans’ garnered:

American ‘yaoi fans’ in the mid-2000′s were mostly teenage girls/femme-aligned young people, and it is an American pastime to shit on teenage girls for being teenagers and girls at the same time.

10 years on, those teenage girls are young adults in their 20′s looking back on their younger selves with embarrassed disgust. That is: the word ‘yaoi’ started to garner its sour taste in the 2010′s because that’s when most of the teenagers of the 2000′s outgrew that particular flavor of immaturity.

a lack of LGBT/queer culture awareness and education in America. Yaoi or slash fanworks may have been Baby’s First Gay Content. It also might have been the entire extent of their knowledge about non-straight anything because America had by no means the same level of LGBT/queer visibility that it does now and certainly didn’t (doesn’t) educate about it. people said and did some awful stuff out of sheer ignorance and lack of thought.

fandom got better about it because resources improved and visibility increased, which was itself in some measure because of the popularity of mlm fiction in fandom circles leading to people doing more research and queer fans educating those who knew less. BL wasn’t necessarily intended as queer rep, but it did act as a gateway to queer culture for people who discovered things about themselves through BL.

socially inappropriate behavior of many, many kinds - including those who refused to separate fiction and reality and treated real mlm like live fanservice (‘omg real life yaoi!’). But as an icon of ‘yaoi fan in the 2000′s cringe culture’, perhaps nothing is so prominent and well-known as the ‘yaoi paddle’.

why is the yaoi paddle so illustrative and iconic? Well - the paddles were sold at anime conventions as a silly novelty item. Anime convention attendees tended (and still tend) to skew young, particularly compared to other nerdy social gatherings. And as you would expect of a bunch of (a) overexcited young people (b) relatively lacking in supervision and (c ) surrounded by things liable to raise their excitement levels even more, they did a lot of foolish things when handed wooden oars that were easy to swing around and hit people with.

At about the same time that anime fandom was truly exploding in size and the yaoi paddle craze was hitting its peak, the internet was juuust about bandwidth friendly enough to allow people to take videos and upload them to this awesome new site ‘youtube’.

I’d say ‘you can imagine what kinds of videos people uploaded’ but you don’t have to imagine. you can see for yourself. The human interest news articles practically wrote themselves. And while yaoi paddles were quickly banned from conventions and their popularity dropped almost as fast, it was an impression to linger. particularly, IMO, combined with other invasive social behaviors that were somewhat more tolerated at anime conventions back then: ‘glomping’, ‘free hugs!’ signs, awkwardly following relative strangers around conventions as nominal ‘friends’, cosplayers publicly ‘making out’ as ‘fanservice’, etc.*

so this is the image of the ‘yaoi fan’ today - a young, white American cis girl at an anime convention in 2007, lacking self-restraint, social grace, and the ability to distinguish fiction from reality. and though this image has little to do with the original Japanese concept, we use the Japanese word to conjure it.

*these behaviors weren’t limited to young female / perceived female ‘yaoi fans’ by any means, but partially because of yaoi paddles, ‘cringe culture’ and ‘yaoi fangirls’ were inexorably linked to one another.

International (mis)use of ‘Fujoshi’: a Brief History

In contrast with ‘yaoi’, the word ‘fujoshi’ has a comparatively short history in American culture. It had a brief rise to popularity in the early- to mid- 2010′s, but for the past year or two it has been heavily invoked by the (so to speak) ‘fandom police’ as an invective against (perceived) women who ship fictional mlm and/or create explicit fictional mlm fanworks.

‘fujoshi’ ( 腐女子 ) is a compound word composed of the kanji/hanzi for ‘rotten’/’fermented’ (腐) and ‘woman’ (女子 ) and is a homonym with an old Japanese word for ‘respectable woman’ (婦女子 ). It was coined on 2ch (a Japanese text board popular with men) to insult (perceived) female fans who ‘queered’ media content written for & centered around men: re-imagining (canon straight) male characters as queer/gay/bi, shipping them with one another, and discussing/creating explicit, sexual work around those ships. (sound familiar?)

In its original insulting context, a ‘fujoshi’ was woman who was no longer a desirable marriage partner because of her interest in BL. She had ruined herself by marinating in sexual fantasies - and not even normal sexual fantasies about having sex with a man herself. Instead, she had fantasies about men having sex with men! Not only had a fujoshi woman lost her cute naivete and innocence: she’d also turned into a sexual deviant. She was fermented, overripe, disgusting, undesirable.

I don’t know how long this meaning had any clout, because Japanese BL fans - BL fans from all over Asia, in fact - embraced the ‘fujoshi’ label. to me, the implication of the ‘fujoshi’ reclamation reads like a giant, queer ‘fuck you’ to the kind of dudebros who hated them: ‘you find me undesirable because i like gay/queer content? That’s hilarious, because I never wanted you in the first place.’

And to this day (mid-2018), 'fu’/ 腐, ’fujo’/ 腐女, and its varieties (腐男子, 腐人, etc) have positive connotations in kanji/hanzi-using fandom circles.

The word ‘fujoshi’ reached English-speaking Western fandom eventually (I want to say in the late 2000′s/early 2010′s). It came to us already reclaimed and was picked up as a positive self-label. In those earlier days, Western fandom called themselves ‘fujoshi’ in a way much more similar to how Eastern fandom still uses it:

It’s not my job to please you.

I’m allowed to enjoy taboo things like queer fanworks, headcanoning canon straight male characters as gay, and sexually explicit content.

If you think that makes me gross, then fine: i’m gross. your opinion doesn’t hurt me. in fact, I embrace it.

(now go away and let me ship.)

this connotation of ‘fujoshi’ enjoyed a brief period of popularity. There was a fandom ‘sweet spot’ for slash in 2011-2012: shifts in public opinion meant shipping gay ships wasn’t utterly taboo anymore and AO3 was a safe space for sharing slashfic. ‘Fujoshi’ came to semi-replace ‘yaoi fan’ in the English lexicon, at this time, becoming synonymous with ‘ships gay ships in animanga fandoms’, with the added bonus of partially shedding the connotation of loving old yaoi doujin tropes in one’s slashfic.

But in the last few years - starting in around 2014/2015, I want to say - there was a shift in the attitude towards shipping mlm here on tumblr.

mlm fans who are seen as women - whether they are or not - are increasingly told that shipping fictional slash ships or creating fictional content about men in love with/having sex with men is terrible. mlm shippers/fanwork creators who aren’t mlm themselves - especially perceived-female mlm shippers/fanwork creators - are apparent no different from the ‘yaoi fangirl’ stereotype above: the 2007 cis white socially awkward fangirl, holding a yaoi paddle and screaming with excitement about real life yaoi!!! whenever two real gay men kiss.

the word ‘fujoshi’ - still tied to the English-speaking concept of ‘yaoi’ by both words being Japanese in origin and related to mlm fan content - was about to get unreclaimed with a vengeance … by American/Western fans with hardly a drop of knowledge about Japanese culture, fandom, or language.

And it’s been every bit as ugly as you can imagine.

‘yaoi’ and ‘fujoshi’ on tumblr today (mid-2018)

fandom on tumblr, deeply into policing everyone’s fannish interests in the name of social awareness, invokes ‘yaoi’ in a two-fold way:

‘yaoi’ as a doujinshi subgenre in Japan: featuring fictional mlm in sexual situations for titillation written by Japanese women (& femme-identifying nb people) for Japanese women (& femme-identifying nb people), and the distasteful feelings American/western culture bears towards its tropes as being unacceptably unrealistic and ‘backwards’ by modern progressive American standards.

‘yaoi’ as ‘cringe culture’: an imperialistic American/western read on Japanese media content + exposure to Japanese BL, blending unfavorably with a lack of education on real LGBT/queer culture, a lack of alternative LGBT/queer media representation, and teenagers being teenagers

Tumblr fandom police, feeling that ‘fujoshi’ was equally bad as ‘yaoi’ by dint of being adopted as a label by animanga slashfic fans & as another Japanese word relating to mlm shipping, proceeded to co-opt, redefine, and ‘un-claim’ the word ‘fujoshi’:

‘fujoshi’, but literally. having gotten wind of the literal meaning of the word ‘fujoshi’, but completely lacking the context under which the word was created, invoked, and reclaimed, fandom policers designated their own negative meaning for ‘rotten girl’. ‘fujoshi’ means ‘straight girl that’s rotten because she fetishizes gay men!’ fandom policers say - even though that has literally nothing to do with ‘fujoshi’ in its proper context.

telling East Asian fujoshi they can’t call themselves fujoshi. having decided the word ‘fujoshi’ is tied to being homophobic (by ‘fetishizing’ gay romance), and that its derogatory of women because they rely on their own re-take on the literal, negative meaning, American fandom policers start attacking East Asian fans that proudly call themselves fujoshi. (I wish I was joking.)

In summary, English-speaking fans are using their own twisted, ill-informed, and imperialistic treatment and understanding of Japanese concepts to turn those words into pejoratives for use in petty ship wars.

(And when you put it like that it kind of starts to look a little … well … racist.)

[%] This post was never intended as an exhaustive resource - as noted at the beginning of the post, it was based on my absorbed knowledge from being in animanga fandom as an American for many years - but thanks to the blogs I listed, who have a much more thorough knowledge of kanji / hanzi-using fan spaces such as Japan/China/Taiwan, Korea (in part), etc, I learned a lot about the current usage of ‘yaoi’ (or lack thereof) in Japan & how fujoshi was adopted as a popular label over the last 9 months.

If you’re ever looking for more information on these topics, I would especially point you to @rottenboysclub, as their blog is focused on educating English-speaking fandom on Japanese queer/LGBT+ and fandom terminology.

[$] regarding western tendency to appropriate Japanese culture - Japan is eager to export the unique aspects of their culture. but how many times have you seen an English article with titles like ‘10 Reasons Why Japan is So Weird’ or ‘25 Weird Things About Japan that will make you say ‘buy why?’’ (the literacy rate in Japan being nearly 100% is #3 on this list). and okay - Japanese culture is remarkably different from American culture. But this ‘Japan is so weird’ talk is often accompanied by a tone of mild superiority.

consider how we treat Japanese cultural products such as movies. The recent Death Note debacle is only the latest in a long string of this kind of nonsense (though thank goodness it’s getting the reputation it deserves.) Remember The Ring? American remake of Ringu. And of course there’s dozens of other examples of Americans buying or taking things from its original Japanese context and trying to make it ‘better’ for a mainstream American audience, even though the American audience liked the original Japanese product just fine. (Dragonball Z comes to mind.)

(On the flip side you have ‘weaboos/weebs’, the contemporary word for ‘Japanophiles’, putting Japanese culture on a pedestal, which is not any better, and disgust with ‘weebs’ tends to be extended to the aspects of Japanese culture they worship.)

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