What happens when dedicated people come together to work on a project they care about? Where do good ideas come from? How is it that some creations start off in niche markets and grow into global brands while others fade into obscurity? In his latest foray into Japanese popular culture, The Soul of Anime: Collaborative Creativity and Japan’s Media Success Story, Ian Condry offers ethnographically grounded theory for the study of creativity. The work can be read as a synthesis of the best practices in the field of pop culture studies from anthropology and cultural studies.

Condry describes the efforts of dedicated artists and producers working in a “crucible” atmosphere of “collaborative creativity.” Their collective social energy is the “soul” of their shared engagement with the project. Therefore this study offers something other than a follow-the-money investigation, anime as Japanese national culture, or an interpretation of the content of anime, reading the text. Rather Condry seeks to follow-the-activity and commitment of small groups of people (mostly men) as they exercise creativity. It is the dynamic social relations, the connections between people in a working group that shine through here. Anime is emergent from the social practice of creativity and the collective values of that group as they define the importance of their own actions within a context.
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