Moe anthropomorphism (Japanese: 萌え擬人化, Hepburn: moe gijinka) is a form of anthropomorphism in anime, manga, and games where moe qualities are given to non-human beings (such as animals, plants, supernatural entities and fantastical creatures), objects, concepts, or phenomena.[2] In addition to moe features, moe anthropomorphs are also characterized by their accessories, which serve to emphasize their original forms before anthropomorphosis. The characters here, usually in a kind of cosplay, are drawn to represent an inanimate object or popular consumer product. Part of the humor of this personification comes from the personality ascribed to the character (often satirical) and the sheer arbitrariness of characterizing a variety of machines, objects, and even physical places as cute.
This form of anthropomorphism is very common in otaku subcultures. With the exception of kemonomimi (which are human-like characters that have animal features), many moe anthropomorphizations started as dōjin efforts. An early form of moe anthropomorphism is the Gundam MS Girl created by Mika Akitaka in 1982.[3] Many anthropomorphizations were the results of discussions on Japanese Internet forums such as 2channel or Futaba Channel. The trend spread out of dōjin circles as commercial anime and manga also prominently feature characters who are personifications of inanimate objects.
The media studies scholar Yuji Sone has argued that since moe anthropomorphism is usually personified by beautiful young girls, it is an example of the outgrowth of otaku subcultural habitus into sexual fantasies.[4] The psychologist Tamaki Saitō regards moe anthropomorphism as an example of mitate-e art due to its simultaneous use of both high and low art to provide additional, sometimes humorous, meanings.[5] Saitō also connects this anthropomorphism with a "desire for transformation" associated with the shōjo (girl) form.[6]
Kemonomimi (獣耳), literally meaning "animal ears", is the concept of depicting human and human-like characters with animal ears,[7] and by extension, other features such as tails.[8] Kemonomimi is often used in moe anthropomorphism, to depict animal characters in human form.[7] Catgirls and catboys are the most prolific and common in this category, although bunnygirls, foxgirls, doggirls, and wolfgirls are also common. Kemonomimi characters typically appear human except for added animal-like qualities. In Hiroki Azuma's theory of otaku database consumption, animal ears are one type of "moe element," which is combined with other elements in a character in order to create an affective response in fans.[8] A notable franchise featuring moe anthropomorphism and kemonomimi is Kemono Friends, which is focused on a myriad of anthropomorphized animals in the form of girls and young women, ranging from real and extinct animals to cryptids and legendary creatures. Another notable series is Uma Musume Pretty Derby which focuses on girls as famous Japanese racehorses. Mimiketto is a doujinshi convention dedicated to kemonomimi works.[8]
When moe appearances are given to various creatures from folklore, mythology or fantasy, they are usually called monster girls (or sometimes boys). Their bestial traits may be fully retained, de-emphasized into mere personality tics or removed altogether. An early example of this is with the independent video game/doujin soft series Touhou Project beginning in 1997 which depicts yōkai and other mythical beings as beautiful girls and women who summon spell cards to unleash a barrage of abstract projectile patterns called "danmaku".[9] It was further popularized by such manga as Monster Musume and A Centaur's Life, and has grown into its own genre.[10] Rarely, the monster girls are relatively unchanged from their original form and personality, such as mermaids and centaurides.