Manga Culture & Internet Governance-The Fight Against Piracy | IGF 2023 WS #69

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A recent manga exhibition held at the British Museum in London was a tremendous success. The event received widespread acclaim and attracted large crowds, with the exhibition selling out completely. Notably, it drew the youngest audience the museum has ever seen, highlighting the broad appeal of manga beyond traditional demographics.

The exhibition was praised for its ability to forge connections and transcend boundaries.

Visitors emotionally connected with the content, finding resonance and identification within the storylines and characters depicted in manga. Additionally, the exhibition had a diverse audience in terms of ethnicity, further demonstrating manga’s power to bring people together and promote cultural diversity.

Despite the celebration of manga’s cultural impact, concerns were raised about the threat of piracy to the industry.

Piracy not only jeopardizes the livelihoods of manga artists, editors, and publishers, but also poses a risk to the industry as a whole. Efforts are being made to protect the rights of manga creators and safeguard their work from piracy, emphasizing the need to combat this issue.

Manga is considered a valuable cultural treasure of Japan, akin to traditional art forms like Ukiyo-e and culinary delights like sushi.

Preserving and cherishing this art form for future generations is deemed crucial. Discussions surround the preservation of physical copies of manga and the concerns that relying solely on digital access could potentially hinder its accessibility and readability in the future.

An important aspect highlighted is the significance of maintaining paper copies of manga.

Prominent figures within the industry, such as Murai-sensei, have emphasized the importance of continuing the production of paper copies. This aligns with the goals of responsible consumption and production, contributing to sustainable practices in the industry.

In conclusion, the manga exhibition at the British Museum was a resounding success, showcasing both the popularity and cultural significance of manga.

However, it also brought attention to issues such as piracy and the importance of protecting artists’ rights. Efforts are being made to combat piracy and preserve physical copies of manga for future generations. The overall sentiment towards manga and its cultural impact remains positive, and discussions on supporting and safeguarding the industry continue.

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The global manga market has experienced rapid growth, particularly during the pandemic, as people sought entertainment while staying at home. Manga consumption saw a significant spike in 2019 and 2020, leading to increased popularity and sales. The rise in manga’s popularity can be attributed to the increased availability of anime on broadcast cable TV and the presence of big box bookstores like Borders, which contributed to its mainstream appeal.

To combat piracy, various SimulPub platforms have been introduced.

These platforms offer official manga content in both English and Japanese simultaneously, aiming to provide an accessible and alternative option for readers. Publishers such as Viz Manga, Shonen Jump, Manga Plus, K-Manga, BookWalker, and MangaUp have adopted this strategy, allowing them to release content alongside its Japanese counterpart and reducing the prevalence of pirated content.

However, the presence of illegal or pirated content remains a major issue in the manga industry, particularly through scanlation sites.

It is estimated that there are approximately 1,100 known piracy sites, resulting in substantial financial damages to the industry. The top 10 piracy sites in Japan alone account for approximately 507 billion Japanese yen in damages. This piracy not only affects the revenue of artists and publishers but also devalues the perception of the art and the work of the artists themselves.

Piracy creates a sense of entitlement among readers who come to expect free access to manga even before its official release.

The popularity of piracy sites is staggering, with visits to the top 10 piracy sites in original Japanese totaling more than 150 million per month. The English manga piracy sites have an even larger audience, with around 200 million visits per month. This trend highlights the need to address the issue of piracy and educate readers on the value of supporting official releases.

Efforts are being made to increase the accessibility and affordability of manga through streaming services and lower subscription prices.

Streaming services focus on attracting readers through a large funnel, increasing the exposure of manga, and then guiding them towards making a purchase. Additionally, Shonen Jump, a popular manga publisher, releases chapters on its service the same day they come out in Japan, allowing fans to stay up to date with the latest content.

The push for easier access to more content at affordable prices includes offering a low subscription price of $2.99 per month for access to all the back chapters.

Andy Nakatani, an influential figure in the manga industry, looks forward to an upcoming exhibit in San Francisco.

His positive perception is fueled by the visible efforts and cooperation taking place across multiple industries. However, Nakatani expresses a lack of enthusiasm for public speaking, which suggests that he may prefer to focus on other aspects of his work.

The strength of the print industry, particularly in the United States, is valued and acknowledged.

The United States is known for its strong print industry, which adds to the overall growth and success of the manga market.

In conclusion, the global manga market has experienced significant growth, driven by increased consumption during the pandemic.

SimulPub platforms have proven effective in combating piracy by offering official content in English and Japanese simultaneously. However, piracy remains a significant concern, devaluing the perception of manga and the work of artists. Efforts are being made to increase accessibility and affordability through streaming services and attractive subscription prices.

The upcoming exhibit in San Francisco and the visible work and cooperation within the industry are promising signs for future development.

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The discussion centred around the issue of manga piracy and its impact on the industry. One of the main concerns raised was the lack of access to manga in the West and the significant delay in its release, which leads fans to resort to piracy.

Victoria Bertola highlighted this problem and suggested that technology should be used to expedite the distribution and availability of native Japanese manga globally and at competitive prices.

Criticism was directed towards the industry’s approach to piracy, with an appeal to recognise fans as potential future buyers rather than pirates.

It was argued that teenagers who can’t afford to buy manga may turn to pirated content, but they could become paying customers in the future. Instead of being too harsh on fans, the industry should make their content more accessible and affordable.

The discussion also delved into the underlying reasons why people resort to pirated websites.

It was suggested that the use of these websites indicates a high demand for content that is not adequately met. An audience member hinted at the need to learn from other experiences and improve in this area to meet the audience’s demands.

Transparency in earnings distribution within the Japanese industry and the impact of piracy on artists’ earnings were also raised as concerns. There is a perception that the majority of profits go to publishers rather than the artists, which raises questions about the impact of piracy on the artists’ livelihoods.

The discussion also touched on the potential impact of piracy on freedom of information and the risk of censorship.

It was argued that pursuing and punishing end users who share content goes against freedom of information. Some fears were expressed over how anti-piracy actions could lead to censorship, including political and economic censorship. A representative from the Pirate Party International and Russian Pirate Party emphasised this point, highlighting that it could even involve pursuing individuals wearing potentially counterfeited items.

Affordability and accessibility were identified as key issues.

Affordability was cited as a driving factor for piracy, with a thousand-dollar camera costing five months’ minimum wage in some countries. Limited translation of manga into various languages also leads people to rely on volunteers who translate and publish manga online for free.

It was argued that piracy is a symptom of inequality rather than solely a problem of greed, and the root causes of affordability and accessibility need to be addressed.

The role of exhibitions in raising awareness about manga piracy was highlighted.

The suggestion was made to include awareness actions about manga piracy in exhibitions as a tool for educating attendees about copyright infringement. This could help combat piracy by providing information and raising awareness.

The importance of maintaining copyright laws and fair use was emphasised during the discussion.

It was asserted that knowledge of intellectual property and copyright is crucial for protecting creators, and fair use ensures that copyright owners receive their royalties.

Legal online distribution was advocated as a solution to piracy. It was suggested that such platforms would not only curb piracy but also support upcoming artists.

One representative shared her personal experience of how manga influenced her art and explained the need for legal online distribution in Latin America due to rampant piracy and the lack of legal platforms.

Lastly, involving youths in the fight against piracy was seen as crucial.

It was observed that most pirates are from the younger generation, and they have a good understanding of the importance of manga and the threats posed by piracy. The use of new technologies among youths makes them well-equipped to fight piracy effectively.

In conclusion, the discussion explored various arguments and perspectives on manga piracy.

The lack of access, delayed releases, affordability issues, and inequality were identified as major driving factors behind piracy. The industry was urged to address these issues by utilising technology for improved distribution, making content more affordable and accessible, and involving youths in the fight against piracy.

Maintaining copyright laws and fair use was seen as crucial for protecting creators. Overall, it was emphasised that addressing the complex issue of piracy requires a comprehensive approach that recognises the underlying causes and works towards resolving them.

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Manga piracy has become a significant issue in the digital age, largely due to the accessibility and replication capacity of the internet. The ease of generating and distributing exact copies of digital information endangers copyrighted material, causing concerns for industries such as music, movies, and publishing.

These industries have faced struggles as their digital content is easily replicated and shared without permission.

Various protection mechanisms and subscription technologies have been developed to address this problem. These technologies aim to safeguard intellectual property content by providing encrypted materials and web standard subscriptions.

Implementing such measures can help protect industries against piracy and ensure fair compensation for their creative works.

Jun Murai, an expert in the fight against piracy, acknowledges the complexity and challenges involved in dealing with piracy operators and malicious domains.

Identifying the identities of piracy operators and dealing with malicious domains are major obstacles in the battle against piracy. Moreover, the involvement of intermediary providers, such as content delivery networks (CDNs), adds another layer of complexity to this issue.

Despite the challenges, Murai appreciates the collaboration among different stakeholders in Japan, including the government, internet community, and industry, in addressing piracy.

The Japanese government has raised the issue of piracy to the Government Advisory Board (GAC) under the Internet Corporation for Assigned Names and Numbers (ICANN). Regular meetings among CEOs of internet service providers and publishing companies in Japan are also held to discuss piracy issues, indicating a proactive approach in combating piracy.

Murai believes that a comprehensive solution to piracy requires cooperation among different domains, such as legal expertise, international law, climate, and internet service providers.

Taking a holistic approach to address piracy from multiple angles can lead to more effective solutions. Regular dialogues engaging different stakeholders are necessary to develop strategies and policies that can effectively combat piracy.

Drawing from the success of the music industry in combating piracy, where sharing music online is followed by encouraging live music attendance, the same model could be applied to manga.

By sharing digital manga content and then fostering a supportive environment for attending live manga events, the industry can adapt to the digital age while maintaining its value and revenue streams.

Publishing companies are advised to preserve the value of printed manga in digital format and continue collaborating with both established and upcoming artists.

By embracing new formats while recognizing the importance of the original art form, manga can thrive in the digital era without losing its essence.

Moreover, streaming services and publishers are releasing more content to cater to the growing demand for manga.

Shonen Jump, for example, offers recent chapters for free and provides a subscription service that grants access to all back chapters. This approach not only satisfies consumer demands for more content but also contributes to combating piracy by offering legal alternatives.

While addressing piracy, it is essential to consider potential issues of over-policing that could lead to censorship.

Multi-stakeholder discussions regarding internet censorship policies are taking place to ensure a balance between protecting intellectual property rights and preserving freedom of expression. The involvement of the ICANN Government Advisory Board highlights the importance of addressing this issue and finding appropriate solutions.

Manga has gained global recognition and popularity in recent years, with an increasing number of fans outside of Japan.

The early 2000s saw a surge in manga’s global popularity, and European fans have accepted and appreciated the cultural aspects of manga. This growing accessibility has contributed to the wider reach and influence of manga worldwide.

Piracy has extended due to expensive and unavailable translation services.

The high cost of translation has led some individuals to consume pirated content instead. Efforts are being made to address these issues and make translation services more widely available, aiming to reduce the dependence on pirated copies and ensure that creators receive fair compensation.

Youth engagement plays a crucial role in the fight against piracy.

Young individuals actively stand up against piracy and engage in campaigns to discourage the use of illegally copied software. Publishing companies recognize the power of youth in these campaigns and attract young individuals to join their efforts against piracy.

In conclusion, manga piracy poses significant challenges to various industries due to the accessibility and replication capacity of the internet.

Protection mechanisms and subscription technologies have been developed to safeguard intellectual property content, and collaboration among stakeholders is crucial in addressing piracy effectively. The success of the music industry’s model suggests ways in which manga can adapt to the digital age.

Preservation of the value of printed manga, cooperation among domains, and the involvement of youth are essential components of a comprehensive solution to piracy.

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The panel discussion focused on the significant rise in online piracy and its negative impact on the manga industry. Over 1,100 piracy sites dedicated to manga have led to an estimated $3.6 billion USD in yearly damages. The top Japanese sites alone have 150 million monthly hits, while English-language piracy sites have around 200 million visits.

Efforts to combat piracy have had some success, but face challenges such as domain hopping. International cooperation is crucial to address the issue. Manga artists’ livelihoods are being affected, and manga’s global popularity is increasing. Manga provides valuable lessons not taught in schools, but it also faces negative perception.

Online piracy sites provide easy access to high-quality content, devaluing the work of artists. Strategies to combat piracy include controlling internet providers and educating consumers. Technology support and collaboration with multiple industries are important. Publishers should differentiate digitized print manga from digital manga.

Protecting freedom of speech is a balancing act, and promoting accessible manga globally fosters cultural exchange. A reward system for legal readers, proposed by Moto Hagio, would discourage piracy and support artists. The panel discussion provides valuable insights and recommendations for combating manga piracy and ensuring the industry’s sustainability and growth.

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Moto Hagio, a renowned manga artist, shares her insights on the qualities and perception of manga in society. She emphasises that the most important features of manga are interesting stories and appealing characters, which greatly contribute to its enjoyment and popularity.

However, she acknowledges that manga was once seen as vulgar and looked down upon in society.

During Hagio’s childhood, manga was disapproved of in schools, families, and society at large. Parents often encouraged their children to focus on their studies rather than reading manga.

Despite this disapproval, Hagio firmly believes that manga has great educational value. She asserts that manga provides valuable lessons about human emotions and relationships, which are often not taught in traditional educational settings. Hagio specifically mentions that she learned a lot about these aspects through reading manga, particularly the works of Tezuka Osamu, whose manga taught her lessons that were not generally found in society.

In terms of piracy, Hagio strongly opposes it and supports the reading and purchasing of officially published works.

She emphasises the importance of creators receiving appropriate remuneration for their work, describing it as saddening and unjust when creators do not receive compensation. Hagio mentions that the revenue she receives from readers of her old works on the internet allows her to earn a living and invest in future works.

She appreciates readers who choose to support official versions of her work and actively encourages anti-piracy measures.

Furthermore, Hagio proposes additional incentives for readers who opt for formal channels of manga consumption. She suggests privileges such as providing points or featuring the voices of artists as a token of appreciation.

Hagio believes that these incentives can promote and encourage the choice to purchase manga from legitimate sources. This aligns with her stance that creators should be appropriately rewarded for their work.

In conclusion, Moto Hagio’s perspective on manga revolves around its qualities, societal perception, educational value, and the issue of piracy.

She believes that manga’s interesting stories and appealing characters are its defining attributes, while acknowledging its historical disapproval in society. Hagio firmly advocates for the educational importance of manga, asserting that it imparts valuable life lessons on emotions and relationships.

Additionally, she opposes piracy, supports reading and purchasing officially published works, and proposes incentives to encourage readers to choose legitimate sources. Hagio ultimately encourages readers to make ethical choices and considers the impact of piracy on both readers and artists.