THE SUTEMA -Fabricated 2ch and Anime Culture!!-

This year, In Japan, the big trouble arose in a network and anime industry.


This incident is difficult. It cannot explain in my English. I made the summary.

2ch is huge anonymity bulletin boards. This time, It was recognized that anime industry feign anonymity with advertising. And, The site which copies description of 2ch was a friend. Please imagine Sankaku. People look at an easy copy site rather than fearful 2ch. The copy site was a subordinate of the company. They changed description of 2ch and created false word-of-mouth communication. People believed that it was fashion of 2ch.  2ch was used for advertisement.
Many 2ch user got very angry. 2ch user is destroying 2ch. The battle continues still now[2/1/2012]. Their purpose is prevention of a third party altering 2ch. If the 2ch doesn't operate, it is because nobody can copy.
2ch is the centers of a subculture of Japan. An overseas site may also be affected when this becomes a functional stop. If an overseas copy site is also a subordinate of a company, only the information on a bright lie will be passed.
If we allow unjust control of a company, we will lose independence of culture.  

 It's sutema trouble.

"Sutema" is the abbreviation for "Stealth marketing", It's Viral Marketing.

Stealth marketing is propaganda activities by a company which is not made clear to consumers. As for a concrete method, fabrication of word-of-mouth communication, and padding of popularity. It's called "sock puppet" too. This time, It turned out that a possibility that the company and the advertising agency conspired with the site for the Otaku treating the topic of 2ch or 2ch, and have controlled the reputation of anime is large.

The cause of an incident is "Madoka Magica".
At the beginning of this year, the mistake by which ID of the advertisement of "Yaraon" is posted on the homepage of an animation work company "Shaft" by staff of shaft happened. Yaraon is a big site treating the subject of 2ch which many otaku's use. It's Affi-blog. An affiliate blog makes an advertisement an income source. Affi-blog reprints description of 2ch, occasionally edits it. Since description of 2ch is edited unfairly and the information is diffused, 2ch user have an antipathy to affi-blog.

They noticed the situation quickly and suspected relation of shaft and Yaraon. Moreover, Aniplex of subsidiary of Sony was suspected. The evaluation of Madoka Magika was being doubted by 2ch user in news flash forum [Newsokumin]. Moreover, 2ch was hostile to Sony as a company which fabricates reputation. There was many circumstantial evidence.

2ch became a big uproar at the doubt whether the animation production company has done stealth marketing using Yaraon. However, since the thread had infringed the rule, it was closed one after another. 2ch user[newsokumin] changed the name field into "SUTEMA." Moreover, "sutema,sutema!!", "be effective,be effective!!", and "It seems that you are very inconvenient" were called repeatedly, and they opposed.

Furthermore, the incident developed.
It became clear from account of twitter that the janitors of 2ch was related to affi-blogs. When creating a thread[topic] to 2ch, the maker has to pay net-money. Namely, a possibility that the makers of the thread had received funds from affi-blogs anonymously was suggested. 2ch became touch-and-go to the doubt that the 2ch itself was operated by affi-blog. It is not a problem of only "Shaft" any longer.
If doubt is a fact, it will mean that various companies had conspired. 2ch profess the free anonymity bulletin board. but, It was used for the process of others' trade.

2ch user believed doubt because, there was an incident similar three years ago. The tendency of the thread was also partial. It was hard to call it a liberal place. 2ch user revolted against 2ch. They broke off the function of "newsflash forum" and emigrated to "bad earnings forum" of the ban on a reprint quickly [japanese, newsflash forum=ν速, bad earnings forum=嫌儲].
Still now, the newsflash forum is uninhabited.

The incident is not finished.
Newsokumin in 2ch user emigrated to forum of reprint ban. They investigated the blog which reprints own description and earns an advertising rate. and, appealed to the advertiser to close assistance. For this reason, the major game blog"Hatimakikou" developed into the situation where main contributor announces retirement.

We believed that anime culture and net culture were realized by a fan's goodwill. It is believed that networks are the media for conveying our feeling directly. However, 2ch information sites have been managed by the advertising company in practice. Topic has been offered by them. Furthermore, a possibility that vicious advertisement by a company was also performed is strong.
Probably, the company fabricated word-of-mouth communication and has raised evaluation of specific anime unfairly by diffusing it in large quantities. This technique is a old-trick of a Japanese advertising agency. It has been believed that the Internet of Japan is the free space where the influence of an advertising agency doesn't reach. Therefore, it has developed till today. The trust collapsed.

Is this news reported by the overseas Anime & Otaku's media?

The site may not be fair if it has not reported. At least, the information provider has not reported the large crisis in an anime culture of Japan. I repeat. This is a crisis of an anime culture of Japan.
Stealth marketing makes us suspicion and fear, and makes our voice small. Anime serves as possessions of a company and culture separates from our hand. The anime and the network of Japan have developed by anonymous word-of-mouth communication.
For example, Nico Nico Douga is a system which puts a comment on picture and raises popularity of picture by a comment. From now on, such natural frenzy will be scaled down by this doubt and distrust. For a subculture, it is the same as death.
Nevertheless, it seems that the mass media of Japan wants to make this problem dwarfish. A critic can't trust too. Because, it's advertising agency that has assigned them work.

I don't think that this problem is unrelated to SOPA. Now, confrontation of freedom and rule is surfacing all over the world. I support 2ch user. This incident is diffused more and should be pursued.
Overseas Anonymous, let's cooperate.


Related article:

The back side of Japan pop-culture [link]
Warning!! -The partial information infringes on you. You will lose the love of anime- [link]


by Clown_jack


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