Transmedia storytelling and transmediated bodies in Fullmetal Alchemist (2017)

Abstract

Hagane no Renkinjutsushi (Fullmetal Alchemist) (2001, Hagaren in short) is a Japanese comic book franchise that not only expanded into a larger supersystem through its transmedia storytelling on multimedia platforms, but also through the global fandom of cosplay (the Japanese term for costume play), a form of popular culture that is heavily promoted by the Japanese government’s Cool Japan policy. Hagaren is set in an unidentifiable European landscape, a common depiction in many Japanese manga and anime, yet, in the 2017 live-action film that was globally distributed on Netflix, audiences witness a full Japanese cast performing European characters. This cross-racial performance, or yellow washing, challenges the border-crossing narrative and global viewership of the Hagaren’s manga and anime franchise. By examining how Hagaren’s supersystem developed out of the interplays of media industries, fan culture and broader governmental policies, this article aims to excavate the multifaceted politics of not only cross-border consumer identities, but also cross-racial performances propagated by the transmediation of Japanese popular culture on the global stage.