It has been common in recent years for a Japanese entertainment property to encompass multiple forms of media. In fact, it has become unusual for a media product to not exist in more than one format. There are many different paths that this media progression can take – a manga (comics) series can be adapted into a TV anime (animation) series, a video game can receive a manga spinoff, a television drama can be adapted from a novel, as well as countless other permutations and extensions. In this regard, the case of the Japanese property Higurashi: When they Cry (Higurashi no naku koro ni) is an intriguing one. The media franchise began as a series of visual novels, which are computer software produced by the intersection of text, static illustrated characters, and background images. Some visual novels may have a degree of interactivity, in which the user makes choices that determine the outcome, although Higurashi did not. These visual novels wetrre sold at Comiket, a large biannual gathering in Tokyo for fans to buy amateur-produced goods, particularly comics. The popularity of Higurashi led to the development of the story being retold in multiple media – comics, animation, live-action film, and additional computer games. These subsequent media not only took the stories from the original visual novels and adapted them in different formats, but they expanded upon the narratives, sometimes showing different events or different aspects of the characters.
Marc Steinberg proposes a specific approach to contemporary media properties in Japan that he calls the “anime media mix” that can help to explain what is occurring within the Higurashi property. Steinberg asserts that the media mix (media mikkusu in Japanese) in general is “the Japanese term for what is known in North America as media convergence.” In the book Convergence Culture, Henry Jenkins discusses this phenomenon at some length. By this term, he means “the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want.” One of the results of media convergence is the growth in “transmedia storytelling,” in which individual (and sometimes self-contained) narratives are communicated in different ways through multiple media that all contribute to an overarching story. According to Jenkins, this is “the art of world making. To fully experience any fictional world, consumers must assume the role of hunters and gatherers, chasing down bits of the story across media channels, comparing notes with each other via online discussion groups, and collaborating to ensure that everyone who invests time and effort will come away with a richer entertainment experience.” In other words, transmedia storytelling is the idea of using multiple media to tell a single cohesive story through various means, be it film, television, comics, online websites, and the like, all of which contribute to the singular “fictional world.” It should be noted that although Jenkins’s examples and the cases like Higurashi both involve a kind of storytelling across various media, there are some key differences. The examples that Jenkins describes, which are primarily American and in English, seem to fit what Steinberg would term the “marketing media mix,” which “aims to use the synergetic effect of multiple media in concert to focus the consumer toward a particular goal—the purchase of the advertiser’s product as the final endgame.” In contrast, Steinberg describes the “anime media mix” as having “no single goal or teleological end; the general consumption of any of the media mix’s products will grow the entire enterprise.” Since Higurashi as a media property has multiple points of entry, it has developed into a good example of the anime media mix, although as we will see it did not initially begin that way.
This article analyzes Higurashi as an example of contemporary transmedia horror, paying attention to how its horror elements are explicated across different media. In order to understand this, I begin by explaining in detail how the worlds of Higurashi are structured and the various media in which it participates. From these examples, I demonstrate that the function of the Higurashi media is twofold – through their use of the horror genre, the media both reassure and disturb the viewer. In order to analyze the dual functioning of horror in this manner, I proceed with an investigation of Kunio Yanagita’s early twentieth century ethnographic study Tōno monogatari. Finally, I examine the theories of critics Hiroki Azuma and Eiji Ōtsuka and what they say about Japanese transmedia properties in order to explain how people interact with and consume a series like Higurashi. Through my analysis I will demonstrate that the transmedia horror of Higurashi is effective not only because of the tension between its familiar and unfamiliar elements, placing comforting nostalgia and isolating dread at odds with each other, but also because its multiple media forms allow the consumer to alternately experience enjoyment being around the characters and the shocks and gruesomeness of the deadly mysteries at the heart of the series.
The Structure of Higurashi
The story of Higurashi is intentionally complex and intricate, and its structure is worth analyzing in some detail. It was originally released as a series of eight visual novels from 2002 through 2006. Each visual novel was called a hen, or arc, and told part of the events that happened in the rural Japanese town of Hinamizawa in June 1983. There are certain plot elements common to all eight of the arcs. For example, in each one a teenaged boy named Keiichi has recently moved with his family to Hinamizawa and has begun making friends with four girls in his class – Mion, Rena, Satoko, and Rika. There is an annual event in the village called the Watanagashi (or “cotton-drifting”) festival, around which has swirled mystery and whispered rumor. For the past few years, following the Watanagashi festival, one person in the village has been killed and one person has mysteriously disappeared. These events are said to stem from the curse of Oyashiro-sama, the local deity who protects the town. It is said the god is still angry that years ago there was a plan to build a dam in the area, which would have submerged all of Hinamizawa. (It is also said that the villagers are descendants of demons who originally rose up from a local “bottomless” swamp and were subsequently pacified and given human form by Oyashiro-sama.) All of the people who have suffered the curse were involved, either directly or indirectly, with the dam project. In June 1983, the curse strikes again when two people – Takano, a nurse from the local clinic, and Tomitake, a photographer who regularly visits the town – are both mysteriously killed. While these narrative conditions are set, the arcs of the eight original stories that make up Higurashi take divergent paths.
For example, in the first arc, Onikakushi-hen (or Abducted by Demons Arc), Keiichi is tentatively beginning to become accustomed to village life. He seems to be good at making friends with Mion, Rena, Satoko, and Rika. However, he begins perceiving that his friends and the rest of the town are keeping secrets from him regarding the Watanagashi festival, and his suspicions only increase when he finds a sewing needle in some rice balls his friends have made for him. In the end, driven by paranoia, he bludgeons Rena and Mion to death with a baseball bat in his room. Soon after, Keiichi dies from blood loss after feeling compelled to claw out his own throat.
In the second arc, Watanagashi-hen (or Cotton Drifting Arc), the events set up in the previous arc play out in a different manner. For example, in this arc Keiichi meets Shion, Mion’s twin sister, who goes along with Keiichi, Takano, and Tomitake to sneak into a sealed building containing sacred ceremonial instruments during the Watanagashi festival. (These instruments all happen to be sharp, nasty-looking implements of torture.) However, when Takano and Tomitake end up dead after the festival, Keiichi and Shion are fearful that they will both mysteriously disappear like the others who have run afoul of Oyashiro-sama’s curse. In the end, Mion confesses to being involved in the murders, after Keiichi discovers she has abducted and imprisoned her sister. Shion is rescued by the police, but Mion escapes custody. She later seeks Keiichi out to talk with him, but ends up stabbing him. Although Keiichi survives, he finds out from the police that they had found Mion’s dead body on her family estate before she met with him. That same night, Shion is found dead, having fallen from the balcony of the apartment where she was staying. The story ends with a ghastly Mion clawing her way onto Keiichi’s hospital bed to kill him.
A full account of the remaining Higurashi arcs would be beyond the scope of this article, but they all involve a combination of comforting friendship (the bonds being forged between Keiichi and his classmates) and the horrors of one or more character eventually killing some of the others in often gruesome ways. Although the arcs seem to reiterate ongoing cycles of paranoia and murder, toward the end of the sixth arc, Tsumihoroboshi-hen (Atonement Arc), Keiichi seems to remember some of what happened in the Abducted by Demons Arc, even though it does not make sense to him and does not reconcile with the fact that he knows he did not kill Rena and Mion in his current world.
It is not until the penultimate arc of the visual novel series, Minagoroshi-hen (Massacre Arc), that the overall structure of Higurashi is presented to the reader in full. We learn that Keiichi’s friend Rika has been repeating her life in Hinamizawa in June 1983 for over a hundred years, remembering everything that happens each time around. There is always some variation to the repetition, and the various arcs that have been presented so far are reflections of how Rika has organized her knowledge. She had been despairing that she no longer had the will to keep repeating the worlds alongside Hanyuu, a young female god who is the actual Oyashiro-sama and whom only Rika can see. However, Keiichi’s ability to see across the worlds in the Atonement Arc bolstered her confidence that she could effect change and end the cycle of repetition. The remainder of the Massacre Arc as well as the final Matsuribayashi-hen (Festival Accompanying Arc) consist of the group of friends trying to figure out how they can all escape the endless loop of June 1983.
The openness of the Higurashi text has allowed for a wide range of adaptations and expansions through multiple media. The original eight visual novel arcs were adapted into manga as well as an anime television series that ran for 50 episodes in 2006-7. These new media also expanded on the original themes of the visual novels by introducing new story arcs along with the adaptation. Additional story arcs were later introduced in later visual novels that could be played on systems like the Nintendo DS. The fact that Keiichi and his friends often get together and play competitive games (card games, board games, word games, sports) has enabled further spin offs that are thematically related to the original Higurashi property, such as Higurashi no naku koro ni jan (a mahjong game) and Higurashi Daybreak (a third-person shooting game), both for the PlayStation Portable. Such properties prominently featured the Higurashi characters while often downplaying the horror elements.
However, it could be argued that the horrific elements of Higurashi stem from the lengthy depictions of Keiichi’s everyday life and the close interactions among his friends juxtaposed with a creeping sense of dread, as well as the brutality of the acts of assault and murder that often happen later in the story arcs. This violence is expressed in different ways across various media. Since Higurashi began as a visual novel, its composition presents an intriguing challenge for the construction and sustainment of horror effects, and the genre is not typically associated with the medium. As mentioned previously, visual novels in general communicate their narratives through a combination of onscreen text, background images, manga-style character images, sound effects, and music. There is generally little to no onscreen movement, as well as infrequent choices to direct the course of the story. In Higurashi, however, the user is not presented with the opportunity to branch or deviate from the story. In his analysis of the visual novel, John Wheeler asserts, “The most important function of the algorithm in Higurashi is the lack of freedom it affords the player within the game-space. In this way, Higurashi is nothing like a print or digital novel, which offers the reader freedom to peruse the text and search within it either via an index or by using a digital search function.” Indeed, the only options one is given in terms of interaction are where to save your place in the story and the speed at which the text appears onscreen. Unlike a traditional novel, it is not even possible to skip ahead. (I unfortunately encountered the consequences of this when one of my saved files became corrupted. Even though I knew my location in the story, I had to start the visual novel from the beginning.)
In contrast to the limitations of the visual novel, both the manga and the anime adaptations of Higurashi are able to be more expressive due to their greater use of framing and distinct approaches to characters and backgrounds. Although the manga format is generally constituted of black-and-white line drawings on paper (with the occasional color plate), there can be great variation in things like angle and panel composition from page to page. While an anime television series gains elements like color, movement, and sound, it can be constrained by a budget that may limit the number of shots or drawings per second, resulting in a product that may appear flat or static in places. However, each medium of adaptation provides its own unique pleasures. According to Wheeler, “As few of the background story elements and characters change fundamentally from iteration to iteration, part of the appeal of Higurashi as a property becomes the medium-to-medium translation itself, seeing changes in the perspective and style used to essentially tell the same stories.” He goes on to argue that the anime “retains some of the static qualities of the visual novel, and a degree of continuity of visual aesthetic is established across adaptations” yet it is with the manga that the series “gains a true visual depth that reflects both the psychological states of its characters and the striking horror of its storyline.” However, what is most important to realize is that all of the various Higurashi media serve as valid entry points to the series. Although it is not necessary to, say, read the manga after one has watched the anime in order to understand the characters or grasp the series’ mysteries, the fact that the various media emphasize different elements of the series encourages fans to seek out and experience the franchise in multiple forms. Unlike the Jenkins’s conception of convergence culture, this is not to “fill in the blanks” of missing elements and to make a single storyline more coherent, but rather to experience multiple, yet similar, storylines that occur in subtly separate narrative worlds. It also allows the viewer to spend more time with the characters as well as see how the different media depict the tension and horror of the story. As we will see with Tōno monogatari, the twin effects of comforting and disturbing the viewer are rooted in an approach to Japanese folklore and ethnography.
Transmedia and Japanese Horror – Nostalgia and Technological Advancement
Another key aspect of the horror of Higurashi is cultural, relating to concepts of technological representation and the role that the rural Japanese village plays in conceptions of “Japaneseness.” As alluded to above, many of the plot points in Higurashi rely on the idea of the curse of Oyashiro-sama. At various times throughout the story, different characters believe that they have been cursed by Hinamizawa’s guardian deity. Such curses are far from uncommon in Japanese film and comics. As Jay McRoy states, “the onryou, or ‘avenging spirit’ motif, remains an exceedingly popular and vital component of contemporary Japanese horror cinema.” As McRoy points out in his chapter on contemporary Japanese horror directors Hideo Nakata and Takashi Shimizu, a great deal of current horror is intimately related to structures that are both comforting and confining (such as the family). For example, he identifies Shimizu’s film Ju-on: The Grudge (2002) as both conservative and progressive, saying that while “the film’s articulation of an apparent nostalgia for disappearing ‘traditions’ in the face of an emerging ‘modern’ socio-economic climate resonates with a conservative ideology that borders on the reactionary” it is also true that “the film advances a critique of a Japan still very much steeped in patriarchal conventions.” Higurashi similarly walks the line between conservatism and progressivism. There is an emphasis on traditions, along with a fight to keep things the way they are in the village. For example, the Hinamizawa villagers are loath to have outside investigators looking too deeply into the Watanagashi incidents for fear it may either drive people away or may expose the people in power they think are responsible. Similarly, in one arc Keiichi has to stridently oppose the school and municipal systems in order to try to protect Satoko from her abusive uncle. He is continually told that he is being too much of a nuisance and that he should stop making waves. However, the solutions to problems in the Higurashi arcs often emphasize the need to rely on others and the power that comes from group action, emphasizing the power of love and acceptance, sometimes to an almost radical degree. For example, through persistence and hard work, Keiichi is finally able to rally the town to his cause and they are able to help Satoko escape from her uncle. Even though all of the characters of Higurashi have dark histories in one way or another, they are able to stand up for one another and brave seemingly insurmountable odds because they have acceptance and love for each other Such a scenario emphasizes the potential inherent in the “traditional” rural Japanese village that can occur when everyone is able to strive toward a common good. However, at other parts in Higurashi, the power of the village is suspect when Keiichi is trying to solve the mysterious deaths and he perceives himself as an outsider and that everyone is out to get him.
The fact that Higurashi was originally received on a computer screen as a kind of a “game” that required interaction puts it in good company with the themes of many other horror video games. (Although, as mentioned above, its interactivity was rather limited, the experience of the graphics, text and sound is probably closer to a game than it is to a book, comic, or animation.) Although the pairing of the video game medium and the horror genre is not unique to Japan, many such games are Japanese. As Chris Pruett writes, in games the “horror genre is home to a wide range of styles, including first-person games, third-person games, action oriented games, puzzle games, and even text-based games. Whatever the style of play, one fact cannot be ignored: the vast majority of horror video games come from Japan.” Higurashi also shares commonalities of setting and subject matter with other Japanese horror video games. For example, Higurashi’s setting of an isolated Japanese village and the power and persistence of a local religion are similar to the Japanese game Siren, which was released in November 2003, shortly after the release of the first Higurashi visual novels. Pruett locates part of the source of the antagonistic horror of Siren in a tale from Japanese folklore: “The story of Yaobikuni involves a woman who eats the flesh of a mermaid and becomes immortal only to find that everlasting life is full of pain.” However, in the case of Siren, it is the flesh of an alien creature that is eaten, rather than that of a mermaid. Interestingly, in the Atonement Arc of Higurashi, Rena has delusions that the Hinamizawa syndrome is due to an alien invasion, and that Oyashiro-sama is an alien, too. Similarly, Pruett argues, Siren demonstrates a contemporary Japanese discomfort with “cults and splinter religions.” In Higurashi, Oyashiro-sama is, for the most part, discussed as something to be both respected and feared as a matter of precautionary common sense. However, characters who want to reinvigorate the widespread popular worship of Oyashiro-sama as a major deity are often depicted as antagonists. In many ways, this coincides with Jolyon Baraka Thomas’s analysis of representations of religions in anime and manga in which they have come “to be popularly associated with violence, brainwashing, and fraud.” As demonstrated through these examples, references to mythology, folklore, and religion often play a strong negative role in Japanese media culture, and this is often the case throughout much of Higurashi.
In addition to religion playing a major role throughout Higurashi, the story makes specific references that situate the visual novels as specifically Japanese products. For example, in the second arc of the Higurashi visual novel, the group has a curry cooking competition at their school. They all fight their hardest, sometimes even resorting to trickery. In the end, Keiichi’s curry gets knocked over, and he ends up serving the judges rice balls with tea. Keiichi tries to convince the judges that “curry and the rice ball is virtually the same thing [sic]” He goes on to argue that “The Japanese have come up with many different dishes, but they all had one common theme: we are always looking for the best way to eat rice! … Both curry and rice balls are…the fruit of our precious culture!!” Mion then relates the story of a French chef who came to Japan and refused to use imported French ingredients, instead using what he could find locally. She says, “There should be no rules in the culture of food. It’s simply culture. If it comes to Japan, it blends with the Japanese culture and becomes something new. Therefore curry and rice balls are both part of Japanese culture.” Such references highlight Higurashi’s conceptualization as a Japanese product, but the franchise’s incorporation of Japanese folklore provides an even stronger emphasis.
In spite of its modern nature, Higurashi engages with a strain of Japanese folklore of the type seen in Kunio Yanagita’s famous Tōno monogatari (The Legends of Tōno). This literary account of the oral folk tales found in the Japanese city of Tōno related to Yanagita by local informant and collaborator Kizen Sasaki, published in 1910, is often acclaimed as the starting point for Japanese folklore studies. In it, “Sasaki offers the vision of a typical Japanese villager who grows up in a world fraught with dangers from invisible forces and malevolent creatures shuttling between the human and animal kingdoms.” As Ronald A. Morse points out in his introduction to the English translation, Yanagita’s account begins and ends with depictions of a festival, indicating the centrality of such events to village life. The book details accounts of local gods who get jealous, people who mysteriously disappear without warning, villagers who violently kill other villagers, the behavior and worship of other local deities, and mysterious deaths as well as the return of people from the dead.
In Higurashi, one can see how these folkloric elements have been incorporated into a contemporary horror scenario. The life of the village of Hinamizawa depicted across various media still centers on a festival that celebrates the local guardian deity. Even the people in the village who are not active worshippers of Oyashiro-sama in their daily lives are shown according respect to such beliefs. Additionally, across the many Higurashi arcs, the line between the human world and the supernatural is shown to be thought of as being fluid. Even though many of the incidents depicted in Higurashi are later shown to be either delusion or the work of human actors, it is important that the belief persists that such events could occur. This is similar to Yanagita’s work in Tōno monogatari – the tales were related as factual not because the ethnographer necessarily believed they occurred, but because these were the stories that circulated in and around Tōno.
Not only are the stories in Tōno monogatari often seen as foundational for the field of Japanese ethnology, they are closely tied to concepts of the Japanese nation. Anthropologist Marilyn Ivy discusses that Tōno monogatari was written “at a time when regional beliefs and practices were being threatened by the comprehensive state ideology of ‘civilization and enlightenment’ (bunmei kaika).” It was around this same time in the early twentieth century that saw the building of communication and transportation infrastructure, as well as mass emigration from the countryside to the cities (particularly Tokyo). This increasingly technologized nation created official policies that extolled “’traditional’ agrarian lifeways all the more effusively the more its policies destroyed those lifeways.” Stories like those in Tōno monogatari were held up as being quintessentially Japanese, even as the irrationality of the stories served as a counterpoint to the government’s emphasis on reason and rationality. Ivy relates Yanagita’s tales to Freud’s ideas of the uncanny, noting that the fact that they had been generated around the same time was not coincidental. According to one translation of Freud’s essay “The Uncanny,” “the nearest semantic equivalents in English” of the German word unheimlich “are ‘uncanny’ and ‘eerie’, but [it] etymologically corresponds to ‘unhomely.’” Therefore, such stories are intimately related to a sense of comfort or home. Similarly, throughout the 1960s and 70s, Tōno and its stories became explicitly associated with the cultural idea of furusato or hometown. (This furusato concept can be applied in a general sense – it does not have to be one’s personal hometown.) Ivy writes, “Precisely because of the eerie character of its tales, Tōno became a particularly haunting and complex example of a generalized ideal.”
In this analysis, we can further see in Higurashi that the horrifying allusions to Tōno monogatari and the sense of belonging Keiichi feels in the Hinamizawa as he makes new friends are in fact two sides of the same coin. The depiction of the rural Japanese town as both frightening and welcoming is not accidental. In fact, the two aspects necessarily coexist within contemporary concepts of the Japanese hometown. According to Ivy:
With the idea of Tōno as a furusato, then, there is a fusion of two horizons of desire. First, the desire to encounter the unexpected, the peripheral unknown, even (and even especially) the frightening–a desire that repeatedly reveals itself under the controlled and predictible conditions of everyday life in advanced consumer capitalism (in Japan as elsewhere); and second, a countervailing desire, pushed by an opposite longing, to return to a stable point of origin, to discover an authentically Japanese Japan that is disappearing yet still present, to encounter the always already known as coincident with one’s (Japanese) self. The desire for the different and unknown…is framed within the boundaries of a return to pastoral hominess, security, and (not the least significant) identity.
In Tōno monogatari and its contemporary reception, elements of longing for home, horror, and identity exist in necessary tension with one another. These aspects also may be key elements that contribute to the attractiveness of Higurashi among consumers, as well as its longevity as a media franchise. Since the original visual novel was released in 2002, there has been a fairly steady stream of Higurashi-related media products and spinoffs. As befits Higurashi’s genesis as a product produced by a small team and sold at Comiket, this includes a significant number of amateur comics, many of which, but not all, involved portrayals of the characters in a sexual manner. This highlights the fact that, in spite of the fact that Higurashi is at its core a horror series, users will take the characters and appropriate them to fulfill their own desires.
Transmedia, Horror, and Desire
Due to the multi-arc structure of Higurashi, there are two aspects to the ways that the horror in the franchise is depicted – the narrative and the characters. In terms of the narrative, there are two levels. The first is the arc-level narrative, which encompasses everything that happens within a particular arc in the story. As mentioned previously, there were eight original arcs in the Higurashi visual novel series, but this has since been greatly expanded with additional arcs in anime, manga, and video games. Encompassing all of these arc-level narratives is a second, franchise-level narrative. Although the arc-level narratives have internal consistency, the larger franchise-level narrative cannot and does not reconcile the arc-level narratives. The number of arc-level permutations is near infinite, which means that the characters may undergo any number of horrific ordeals. However, these would not mean much to the viewer if they had become attached to the characters. The primacy of the Higurashi characters over narrative is particularly noticeable in some of the series’ recent incarnations. A four-episode direct-to-video anime series released in 2011-12 called Higurashi no naku koro ni Kira (dir. Hideki Tachibana) shifts the overall tone from horror to what might be called “erotic slapstick.” For example, the first episode is called Batsukoishi-hen (Penalty Love Arc) and is adapted from the epilogue of one of the original visual novels. It consists mainly of Keiichi and some of the other male characters fantasizing about the female characters dressed up in a variety of fetishized outfits. It has little to do with the plot of many of the other narrative arcs, but allows the viewer to spend more time with the characters and fantasize along with Keiichi. In this way, Higurashi points to the tension between two approaches to contemporary Japanese media properties – the theory of “narrative consumption” as put forth by Eiji Ōtsuka and the theory of “database consumption” put forth by Hiroki Azuma.
In his 1989 book A Theory of Narrative Consumption (Monogatari shōhiron), Ōtsuka analyzes how viewers interact with media properties. He asserts that such media succeed by “setting up their grand narrative or order in the background in advance and by tying the sales of concrete things to consumers’ awareness of this grand narrative.” This grand narrative lies at the heart of a particular worldview, but is not something that can be directly sold and marketed itself. Therefore, “consumers are tricked into consuming a single cross-section of the system in the form of one episode of the drama, or a single fragment of the system in the form of a thing.” In other words, what is ultimately promised as the pinnacle of consumption in this media system – the grand narrative – can never be obtained by consumers. They can, however, access and purchase slivers of the narrative. In the case of Higurashi, Ōtsuka’s concept of the grand narrative is the overarching franchise-level narrative. However, in order to be able to access pieces of this narrative, consumers have to purchase a game, read a manga, or watch an anime episode. It must be said that the grand narrative in Higurashi is more fragmented than most Ōtsuka has in mind because is it not possible to reconcile all of the individual narrative arcs, due to the fact that they are permutations of possible worlds. This makes the grand narrative of Higurashi even more distant and difficult to access – not only are the fragments that the consumer can obtain pieces of a larger story, each larger story in Higurashi is an arc in an even bigger overarching narrative.
In his book Otaku: Japan’s Database Animals (Dōbutsuka suru posutomodan: otaku kara mita Nihon shakai) originally published in 2001, theorist Hiroki Azuma says that with the advent of postmodernity (a term he uses to “refer broadly to cultural conditions since the 1970s”), Ōtsuka’s modern model of media consumption collapsed. Instead of a “tree” model, in which texts are derived from a deeper source with meaning, Azuma proposed a “database” model that solely works at the level of surface and does not point to a deeper meaning. According to Azuma, “As a result [of this shift], instead of narratives creating characters, it has become a general strategy to create character settings first, followed by works and projects, including the stories. Given this situation, the attractiveness of characters is more important than the degree of perfection of individual works.” In such a model, “individual projects are the simulacra and behind them is the database of characters and settings.” We can see that without Azuma’s theory of database consumption, some of the adaptations of Higurashi would not necessarily make any sense. For example, the Penalty Love Arc does not serve to advance the narrative of Higurashi in any way. The viewer does not discover anything new about the world or the characters. In the narrative consumption model, it is rather superfluous. However, in the database consumption model it makes perfect sense. Dedicated viewers have presumably spent many hours before the Penalty Love Arc watching and thinking about the characters, and perhaps fantasizing about them. Rather than presenting a part of a larger narrative world to consume, such texts present familiar and easily consumable characters.
Although Azuma presents his database consumption theory as a historical successor to Ōtsuka’s narrative consumption theory, it seems to fall prey to the assumption that the two models are in binary opposition. It seems more likely that, even in postmodernity, the two models can coexist. Higurashi is an excellent example of these two ways of theorizing media texts working simultaneously. There is certainly a narrative model at work in Higurashi, as the main emphasis of the original visual novel arcs is to try to figure out a way out of the curse of the repeating years and the gruesome deaths of the characters. The drive to solve this overarching mystery is at the heart of the consumption of Higurashi products. However, plenty of time is also spent with the characters as they interact with each other and help one another out with their problems. This then simultaneously emphasizes the characters, laying the groundwork for additional Higurashi products and adaptations that are divorced from the horror roots of the original visual novels.
As a franchise, Higurashi evolved from a small series of amateur-produced visual novels into a multimedia franchise in just a few years. As we have seen there are a number of elements that may have contributed to this rapid growth. Structurally, Higurashi uses the horror genre to constantly create a degree of threat to the characters the viewer is growing increasingly familiar with and attached to. By evoking the milieu of a rural Japanese village, Higurashi uses folklore to create a space that is both exciting and comfortable, unsettling yet familiar. Additionally, its multi-arc structure allows for near-unlimited narrative expansion, providing countless opportunities for fandom and consumptive practices. Within such expansive narrative spaces, though, there are definite constraints. Although some arcs in Higurashi take place before or after the events of June 1983, it is really only in that particular time period that all of the main characters are in the same place. This means that the majority of the narratives, both official and fan-created, will take place in this narrow strip of time, creating a kind of utopian space within the overall horror of the tragic events that the story is built around.
Existing in such paradoxical utopian spaces is not necessarily unique to the Higurashi franchise. In her analysis of the background art in Japanese games and anime, Kumiko Saito discusses the use of regional representations in the background art of Japanese anime and games, writing, “With the rapid introduction of digital technology to animation and game productions, the visibility of regional representation quickly grew with the success of anime / game works that feature background art by background art specialists.” The emphasis on pastoral settings in so many games and anime “suggests an imagined locus of ‘middle ground,’ between urban and rural, or present and past” which “presents strong nostalgia toward suburban or rural everyday life, often presupposing the viewer’s non-diegetic knowledge that this happiness of mediocrity is ending soon.” According to Saito, this is often associated with how such narratives play with concepts of temporality, including time travel, amnesia, and the ability to stop or delay time. Although Saito does not mention Higurashi specifically, it is clear that the franchise participates in these larger trends.
Even though Higurashi has its horrors, it still reliably provides the viewer with a comfortable space to which they can return and reunite with their favorite characters. As Saito asserts, “With multiple endings already tailored for repetitive gameplay, games and their anime adaptations, especially, invite the player to stay in the time loop between the beginning and the end, or between amnesia and recollection.” Such contemporary media properties provide a way of remaining in a rarified space that exists outside of larger economic or geopolitical concerns. In the case of Higurashi, the perpetual June 1983 takes place before the bubble economy of the late 1980s, but still at a time of optimistic economic prosperity. However, as Saito puts it, continual engagement with such texts and franchises can have a negative impact on the perception of history, writing, “The regionalist narrative in popular visual media helps reestablish national pride in Japanese particularity, but only within the safe range of the personal and emotional without recovering the memory of Showa’s war and postwar periods or the nation’s geo-ethnic varieties. The inaccessible nature of background art as beautiful tableaus of Japan[‘s] paradoxical nature securely freezes the image of Japan.” Perhaps it is this refusal to accept history and adapt, and a subsequent preference for continual states of play and the consumption of counterfactual worlds, that is the real horror.
Azuma, Hiroki. Otaku: Japan’s Database Animals. Translated by Jonathan E. Abel and Shion Kono. Minneapolis: University of Minnesota Press, 2009.
Dorson, Richard M. Foreword to the 1975 edition of The Legends of Tōno by Kunio Yanagita, xv-xix. Translated by Ronald A. Morse. Lanham, MD: Lexington Books, 2008.
Freud, Sigmund. The Uncanny. Translated by David McLintock. New York: Penguin Books, 2003.
Hills, Matt. Fan Cultures. New York: Routledge, 2002.
Ivy, Marilyn. Discourses of the Vanishing: Modernity, Phantasm, Japan. Chicago: The University of Chicago Press, 1995.
Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York University Press, 2006.
McRoy, Jay. Nightmare Japan: Contemporary Japanese Horror Cinema. Amsterdam: Editions Rodopi, 2008.
Ōtsuka, Eiji. “World and Variation: The Reproduction and Consumption of Narrative.” Translated by Marc Steinberg. Mechademia 5 (2010): 99-116.
Pruett, Chris. “The Anthropology of Fear: Learning About Japan Through Horror Games.” Loading… 4, no. 6 (2010): http://journals.sfu.ca/loading/index.php/loading/article/view/90/87.
Ryukishi07. Higurashi no naku koro ni: Onikakushi-hen. Tokyo: 07th Expansion, 2002.
Ryukishi07. Higurashi no naku koro ni: Watanagashi-hen. Tokyo: 07th Expansion, 2002.
Ryukishi07. Higurashi no naku koro ni: Tatarigoroshi-hen. Tokyo: 07th Expansion, 2003.
Ryukishi07. Higurashi no naku koro ni: Himatsubushi-hen. Tokyo: 07th Expansion, 2004.
Ryukishi07. Higurashi no naku koro ni Kai: Meakashi-hen. Tokyo: 07th Expansion, 2004.
Ryukishi07. Higurashi no naku koro ni Kai: Tsumihoroboshi-hen. Tokyo: 07th Expansion, 2005.
Ryukishi07. Higurashi no naku koro ni Kai: Minagoroshi-hen. Tokyo: 07th Expansion, 2005.
Ryukishi07. Higurashi no naku koro ni Kai: Matsuribayashi-hen. Tokyo: 07th Expansion, 2006.
Ryukishi07, Higurashi no naku koro ni Kizuna: Dai Ichi Kan “Tatari.” Tokyo: Alchemist, 2008.
Ryukishi07, Higurashi no naku koro ni Kizuna: Dai Ni Kan “Sō.” Tokyo: Alchemist, 2008.
Ryukishi07, Higurashi no naku koro ni Kizuna: Dai San Kan “Rasen.” Tokyo: Alchemist, 2009.
Ryukishi07, Higurashi no naku koro ni Kizuna: Dai Yon Kan “Kizuna.” Tokyo: Alchemist, 2010.
Ryukishi07, Higurashi: When They Cry: Abducted by Demons Arc, Vol 1. New York: Yen Press, 2008.
Saito, Kumiko. “Regionalism in the Era of Neo-Nationalism: Japanese Landscape in the Background Art of Games and Anime from the Late-1990s to the Present.” In Asian Popular Culture: New, Hybrid, and Alternate Media, edited by John A. Lent and Lorna Fitzsimmons, 35-58. Lanham, MD: Lexington Books, 2013.
Sims, Higurashi no naku koro ni Jan. Tokyo: AQ Interactive, 2009.
Steinberg, Marc. Anime’s Media Mix: Franchising Toys and Characters in Japan. Minneapolis: University of Minnesota Press, 2012.
Thomas, Jolyon Baraka. Drawing on Tradition: Manga, Anime, and Religion in Contemporary Japan. Honolulu: University of Hawai’i Press, 2012.
Twilight Frontier. Higurashi Daybreak. Tokyo: Alchemist, 2008.
Wheeler, John. “The Higurashi Code: Algorithm and Adaptation in the Otaku Industry and Beyond.” Cinephile: The University of British Columbia’s Film Journal 7, no. 1 (2011): 25-29.
When They Cry (Higurashi no Naku Koro ni). Directed by Chiaki Kon. 2006. Long Beach, CA: Geneon Entertainment, 2007. DVD.
Yanagita, Kunio. The Legends of Tōno. Translated by Ronald A. Morse. Lanham, MD: Lexington Books, 2008.
 Ryukishi07, Higurashi no Naku Koro ni: Onikakushi-hen (Tokyo: 07th Expansion, 2002); Ryukishi07, Higurashi no Naku Koro ni: Watanagashi-hen (Tokyo: 07th Expansion, 2002); Ryukishi07, Higurashi no Naku Koro ni: Tatarigoroshi-hen (Tokyo: 07th Expansion, 2003); Ryukishi07, Higurashi no Naku Koro ni: Himatsubushi-hen (Tokyo: 07th Expansion, 2004); Ryukishi07, Higurashi no Naku Koro ni Kai: Meakashi-hen (Tokyo: 07th Expansion, 2004); Ryukishi07, Higurashi no Naku Koro ni Kai: Tsumihoroboshi-hen (Tokyo: 07th Expansion, 2005); Ryukishi07, Higurashi no Naku Koro ni Kai: Minagoroshi-hen (Tokyo: 07th Expansion, 2005); and Ryukishi07, Higurashi no Naku Koro ni Kai: Matsuribayashi-hen (Tokyo: 07th Expansion, 2006).
 Marc Steinberg, Anime’s Media Mix: Franchising Toys and Characters in Japan (Minneapolis: University of Minnesota Press, 2012), 135.
 Henry Jenkins, Convergence Culture: Where Old and New Media Collide (New York: New York University Press, 2006), 2.
 Jenkins, Convergence Culture, 21.
 Steinberg, Anime’s Media Mix, 141.
 Kunio Yanagita. The Legends of Tōno. (Lanham, MD: Lexington Books, 2008).
 Such as the Kizuna series of visual novels for the DS, each of which included a new arc. Ryukishi07, Higurashi no Naku Koro ni Kizuna: Dai Ichi Kan “Tatari” (Tokyo: Alchemist, 2008); Ryukishi07, Higurashi no Naku Koro ni Kizuna: Dai Ni Kan “Sō” (Tokyo: Alchemist, 2008); Ryukishi07, Higurashi no Naku Koro ni Kizuna: Dai San Kan “Rasen” (Tokyo: Alchemist, 2009); and Ryukishi07, Higurashi no Naku Koro ni Kizuna: Dai Yon Kan “Kizuna” (Tokyo: Alchemist, 2010).
 Sims, Higurashi no Naku Koro ni Jan (Tokyo: AQ Interactive, 2009).
 Twilight Frontier, Higurashi Daybreak (Tokyo: Alchemist, 2008).
 John Wheeler, “The Higurashi Code: Algorithm and Adaptation in the Otaku Industry and Beyond,” Cinephile: The University of British Columbia’s Film Journal 7, no. 1 (2011): 27.
 Beginning with Ryukishi07, Higurashi: When They Cry: Abducted by Demons Arc, Vol 1 (New York: Yen Press, 2008).
 Beginning with When They Cry (Higurashi no Naku Koro ni), directed by Chiaki Kon (2006; Long Beach, CA: Geneon Entertainment, 2007), DVD.
 Wheeler, “The Higurashi Code,” 28.
 Wheeler, “The Higurashi Code,” 29.
 Jay McRoy, Nightmare Japan: Contemporary Japanese Horror Cinema (Amsterdam: Editions Rodopi, 2008): 75.
 McRoy, Nightmare Japan, 96.
 Chris Pruett, “The Anthropology of Fear: Learning About Japan Through Horror Games.” Loading… 4, no. 6 (2010): 2.
 Pruett, “The Anthropology of Fear,” 8.
 Pruett, “The Anthropology of Fear,” 9.
 Jolyon Baraka Thomas, Drawing on Tradition: Manga, Anime, and Religion in Contemporary Japan (Honolulu: University of Hawai’i Press, 2012): 125.
 Richard M. Dorson, Foreword to the 1975 edition of The Legends of Tōno by Kunio Yanagita (Lanham, MD: Lexington Books, 2008): xviii.
 Kunio Yanagita, The Legends of Tōno (Lanham, MD: Lexington Books, 2008).
 Marilyn Ivy, Discourses of the Vanishing: Modernity, Phantasm, Japan (Chicago: The University of Chicago Press, 1995): 70.
 Ivy, Discourses of the Vanishing, 71.
 Ivy, Discourses of the Vanishing, 85.
 Sigmund Freud, The Uncanny. (New York: Penguin Books, 2003): 124.
 Ivy, Discourses of the Vanishing, 105.
 Eiji Ōtsuka, “World and Variation: The Reproduction and Consumption of Narrative,” Mechademia 5 (2010): 107.
 Ōtsuka, “World and Variation,” 109.
 Hiroki Azuma, Otaku: Japan’s Database Animals. (Minneapolis: University of Minnesota Press, 2009): 16.
 Azuma, Otaku, 48.
 Azuma, Otaku, 53.
 Kumiko Saito, “Regionalism in the Era of Neo-Nationalism: Japanese Landscape in the Background Art of Games and Anime from the Late-1990s to the Present,” in Asian Popular Culture: New, Hybrid, and Alternate Media, ed. John A. Lent and Lorna Fitzsimmons (Lanham, MD: Lexington Books, 2013): 40.
 Saito, “Regionalism in the Era of Neo-Nationalism,” 41.
 Saito, “Regionalism in the Era of Neo-Nationalism,” 49.
 Saito, “Regionalism in the Era of Neo-Nationalism,” 48.
Bio: Brian Ruh earned his PhD in Communication and Culture from Indiana University in 2012 with his dissertation “Adapting Anime: Transnational Media between Japan and the United States.” He has contributed articles and chapters to journals such as Mechademia: An Annual Forum for Anime, Manga and the Fan Arts and Intensities: The Journal of Cult Media as well as books like Cinema Anime: Critical Engagements with Japanese Animation, East Asian Cinemas: Exploring Transnational Connections on Film, and The Japanification of Children’s Popular Culture: From Godzilla to Spirited Away. A second edition of his first book, Stray Dog of Anime: The Films of Mamoru Oshii, will be published by Palgrave Macmillan in Spring 2014.