Stockholm Studies in Media Arts Japan

A goal of cultural anthropology is to understand the "other," and what could be more other than a subculture of self-described "perverts" who enjoy pornographic bish?jo games? Are these young men engaging in harmless sexual fantasy or rehearsing for actual rape and misogyny? Debates surrounding the ethical and social implications of these games have thus far been conducted with minimal knowledge about the people consuming them. Thanks to Galbraith's audacious fieldwork, we are able to get past Western stereotypes about "weird Japan" and put a human face on the people at the center of a moral firestorm. This data does not end the moral debate about these games, but it does provide vitally needed perspective.  - Joseph P. Laycock, author of Dangerous Games: What the Moral Panic over Role-Playing Games Says about Play, Religion, and Imagined Worlds

Galbraith's newest book, The Ethics of Affect, explores the lines we draw between fiction and reality, 2D and 3D space, fan worship and true love, playful intimacy and simulated violence. Players of bish?jo games - "cute girl" games with explicit sexual content - are usually perceived as deviant and dangerous, "othered" in Japan and overseas. Galbraith shows these men as relatable human beings exploring sexuality in private and in public, finding shared affection and caring in the cold precarity of contemporary Japan. We follow Galbraith along the streets of Akihabara, into the cafes and production offices, cramped apartments and the massive Comic Market, ending up at a bish?jo rave where men scream cathartically, enjoining each other on parting to "stay safe." Galbraith's detailed descriptions of game content, and how the stories and images elicit powerful emotional and physical reactions, shed light on a game genre with extremely limited distribution outside Japan. An incredibly useful book to game researchers and anthropologists alike, The Ethics of Affect shows how players are forced to make excruciating moral choices in games, where characters are variously cared for, hurt and abused. The self-reflection engendered by such gameplay creates an "ethics of moe," allowing players to "draw lines" between the acceptable and unacceptable, regulating their own feelings and actions. In contrast to the often violent and uncritical game modes of the first-person shooter, Galbraith argues that bish?jo games arouse a moral sense as well as a physical response. Well-researched and self-reflexive in its method, The Ethics of Affect shows us an honest reassessment of the anthropologist's position vis-a-vis their subject, ending with a thoughtful elegy on Akihabara as production companies shutter in the wake of COVID-19. - Rachael Hutchinson, author of Japanese Culture Through Videogames

Galbraith's book is an erudite and refreshing study of Akihabara's adult or erotic bish?jo games industries. It tackles people's imaginary sex lives, sexual immersion and moe experiences with manga/anime-style cute girl characters. These types of relations require delicate analysis rather than a more convenient rush to moral judgement. The book offers a prime example of culturally informed and ethical scholarship about this highly contentious subject. It will be immensely valuable for academics, designers, fans, artists, activists and policy makers around the globe. Galbraith is a leading authority and ethnographer whose fieldwork and "peer-learning" methods of research are meticulous and uncompromising. The book gives a comprehensive overview of games, affective game design and game-playing, gaming events and raves, without at any point leaving behind the great sex wars and academic debates of our times. - Katrien Jacobs, author of People's Pornography: Sex and Surveillance on the Chinese Internet