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Magical Angel Creamy Mami
I recently learned (thanks to Japanese popular culture scholar Patrick Galbraith’s new book The Moe Manifesto) that Magical Angel Creamy Mami is not only an influential magical girl anime but the very first anime about an idol. In other words, idols and magical girls have been conceptually tied to each for decades now. You can see this not only in the the fact that you’ll get the occasional idol + magical girl still (Cure Lemonade and Cure Sword in the Precure franchise, for example), but the fact that the latest competitors to magical girl anime have been idol-themed shows, such as Aikatsu! and Pretty Rhythm, both of which feature magical girl-like transformation sequences. I think Creamy Mami is especially significant here because the majority of magical girls prior to it were more “witch girls,” characters who already have magical powers without the need for transformation and use them for mischief.
Of course, the common trait of magical girls and idols is that they both feature cute girls, and with idols especially they’ve always occupied a position where they are innocent yet sexual, and I don’t mean that necessarily in an “idols are creep magnets” way. Both men and women respond to idols for a variety of reasons, and a lot of it is tied to the image they present. They can be somewhat literal idols for girls and targets of affection and desire for men, and this can be seen in how idols are used in anime. While Creamy Mami built an unexpected older male audience, for example, Superdimensional Fortress Macross reveled in it by combining the idol with the extremely prominent aspects of science fiction and giant robots. The 1970s brought forth a lot of giant robot anime, and the 1980s saw the time when those who became fans of robots and SF began creating their own works, as seen with Kawamori Shouji and Macross and later Studio Gainax and their Daicon III and IV animations. Many of these creators said, “I like SF, and I like cute girls,” and created a defining combination of anime where mecha and other forms of fantastic technology are mixed with cute girls.
It can also be argued that the girl in the Daicon animations is herself a magical girl, but the connection between magical girls and science fiction is especially evident in the 1990s and the advent of the fighting magical girl, most notably with Takeuchi Naoko’s Pretty Guardian Sailor Moon. While Sailor Moon does not feature giant robots, it’s undoubtedly influenced by the Super Sentai (i.e. Power Rangers) franchise with its own transformation sequences, color-coded costumes, and monster of the week fights. Super Sentai is not only traditionally marketed at boys (though this too changes as they eventually start trying to appeal to the “moms” market), but it’s also more broadly tied to tokusatsu, the costumed fighters and rubber monsters genre that more or less literally means “special effects.” What I find significant here is that when it comes to categorization of genres in Japanese, you often see “SF/tokusatsu,” tying things back, at least somewhat, to science fiction.
Pretty Guardian Sailor Moon
Moreover, the manga group CLAMP have been fans of titles like JoJo’s Bizarre Adventure, Saint Seiya, and Galaxy Cyclone Braiger, and have produced titles such as Magic Knight Rayearth, which features magical girls in a swords-and-sorcery world who also gain the power to summon giant robots. “Rayearth” itself is the name of a giant robot, thus making the title itself reminiscent of the naming scheme of many mecha anime such as Mobile Suit Gundam or Super Electromagnetic Machine Voltes V. It’s as if these female creators have taken the works that were made “masculine” by Kawamori, Gainax, and others, and in a sense re-feminized them in a process that created something new and exciting.
If we’re talking influences though, Sailor Moon and CLAMP works such as Cardcaptor Sakura are huge in and of themselves, and their shadows can be seen in a number of anime from the 2000s on. Sailor Moon basically transformed magical girls to such an extent that many assume that fighting magical girls have always been the norm, and Precure has come up as a spiritual successor that has lasted even longer than Sailor Moon. The protagonist in Sunday without God practically is Cardcaptor Sakura protagonist Kinomoto Sakura, and Magical Girl Lyrical Nanoha, which has as its primary audience older men, clearly takes a lot from Cardcaptor Sakura as well. In the case of Nanoha, it also incorporates an increasing level of science fiction from one series to the next, as the franchise goes from technology-based magic staffs that shoot lasers in battles reminiscent of Mobile Suit Gundam to spaceships and interdimensional travel. Once again, the magical girl as cute girl is tied to SF. As for idols, they not only haven’t been forgotten, either in real life or in anime (as seen with series such as Love Live! and the aforementioned Aikatsu!), but Kawamori makes his return in the form of AKB0048, a series that not only features idols as magical girls of sorts both piloting and fighting giant robots in a story that spans a galaxy, but is directly based on one of the biggest real-world idol acts in Japan today.
It’s as if magical girls, idols, and SF have been doing a song and dance for years and years, changing partners along the way but always being drawn to each other. They’re seemingly tied together by the fact that just a few tweaks to either appeal to a male or female audience more, while the fact that people will not necessarily stay within the genres or types of entertainment that they’re “supposed” to remain with. Cuteness is a versatile tool that at times reinforces societal and gender norms while other times becoming a tool to defy them, and this continues to influence anime to this day.
Once again, I’ve sat down with Alain from the Reverse Thieves to talk anime. This time, we discussed the end of HappinessCharge Precure! You can also hear our thoughts on the overall quality of the series, as well as how it stacks up to previous anime in the Precure franchise.
Check it out here.
Although I watched the original TV series of Puella Magi Madoka Magica, only recently did I finally see the movie trilogy. I’ve already laid out quite a few of my thoughts about the series including its status as a magical girl show and how I felt about its ending, but revisiting Madoka has prompted me to contemplate certain aspects of the series some more.
Back when the Madoka Magica TV series first concluded, I remember kransom mentioning to me that one of the reactions from the Japanese fandom was this idea that Madoka was essentially the bookend for the era of anime that began with Neon Genesis Evangelion. That sounds pretty lofty and exaggerated, but when I was watching the movie I was reminded of the amount of indecision that goes into Madoka’s character. One of the questions throughout the anime is whether or not Madoka will indeed become a magical girl, but when she doubts and hesitates it’s shown to actually be to her advantage, while for Shinji it’s considered a clear sign of his weak, pathetic nature. The notion that lacking resolve can in some sense be a good thing because it means you think more carefully about the consequences and those around you is something that can be easily swallowed up by a society that tends to prioritize “getting things done no matter what.”
Another thing that struck me watching Madoka again was the presence of the abstract, mosaic-like qualities of the Witch realms by Gekidan Inu Curry. I was already familiar with his work from the Goku Sayonara Zetsubou Sensei intros, but when I thought about the fact that this bizarre yet beautiful work has been utilized in shows like Madoka, it made me wonder how many people have been exposed to this more unorthodox artistic style that would not have given it the time of day otherwise. I think it’s often easy to criticize SHAFT as a studio for taking on shows that frantically emphasize otaku tastes, but that very quality of “moe” (or “captivation” if you will) has also been the door into a higher level of artistic expression that isn’t quite as bound by the conventions of anime, if only temporarily.
Anyway, I might do a review of the movies, especially the third one, but no guarantees on that.
In Episode 23 of HappinessCharge Precure!, the character Cure Fortune reveals a new attack: Precure Oriental Dream. Cure Fortune appears in a Middle Eastern-influenced outfit and performs a dance that causes the enemy minions to fall over. Upon seeing this, I made the following tweet.
I was making a reference to a seminal book in post-colonial studies, Edward Said’s Orientalism from 1977. In it, he famously argues that the “Orient” is not a neutral description of an area of the world, but a conglomeration of various cultural, philosophical, academic, and imperialist modes of thought and action that position the “East” in such a way so as to define the “West” as superior.
That said, this is not me trying to demonstrate my knowledge. Instead, what I would like to point out is the fact that, as important as I’ve known this book is, I’d still never read it, and it was only after making the joking tweet that I decided to actually seriously sit down and look at Orientalism. Seriously, it wasn’t the fact that I should be aware of how my growing up in the United States while being Asian might have influenced my perception of Asia, nor was it being in the company of intelligent people who have used this book as the background for their own investigations into cultural perceptions that prompted me to open it up. It was a dumb joke I made on Twitter while watching a magical girl anime.
I’m not sure if I’m an awesome or a horrible human being.
If there’s one thing about Dokidoki! Precure that really stands out, it’s the characters.
You might be thinking, “But isn’t that true for just about every other Precure you’ve reviewed?” It’s certainly true that the characters tend to be a substantial part of Precure, and with its “enemy transforms people’s selfish desires into monsters whom the heroines must fight with the power of magic sparkles and martial arts action” premise Dokidoki! Precure is pretty typical for the franchise. However, with respect to its heroines, Dokidoki! Precure differentiates itself from its predecessors in that it really pushes the concept of its main cast as role models and targets of wish fulfillment. The girl of Dokidoki! Precure are larger than life, even before they transform into magical girls.
Take Hishikawa Rikka, Cure Diamond. She’s a level-headed student council vice president, the best friend of main character Aida Mana, and the top student at their school. Her dream is to become a doctor, and the fact that she’s already studying medicine in middle school is pretty amazing. In terms of ambition and power, she’s already at a level higher than most previous Precure characters, who are usually just the ace of their athletic teams or club heads or whatever. She’s also in a way the least impressive of the Dokidoki girls.
Left to right: Kenzaki Makoto, Yotsuba Alice, Aida Mana, Hishikawa Rikka
Mana, Cure Heart, is student council president. She also gets high grades (though not as high as Rikka), and is sought after by all of the sports clubs because of her all-around amazing athletic skills. On top of that, Mana is relentlessly energetic yet cool under pressure, able to handle the work of ten people without breaking a sweat. Mana is perhaps the most effective leader in Precure history, and yet even she’s no match for Yotsuba Alice (aka Cure Rosetta), who is the kind-hearted heiress of a powerful business conglomerate, well-versed in a variety of martial arts, and is basically what you’d get if Daidouji Tomoyo mega-evolved into Batman (complete with badass butler). And even that arguably pales in comparison to Cure Sword, the last surviving warrior of a kingdom destroyed by evil and greed, who has escaped to the human world in the guise of Kenzaki Makoto, pop idol sensation, while bearing the burden of having to restore her fallen homeland.
All of the central characters in Dokidoki! Precure are outstanding beings, and the degree to which the anime is able to live up to that standard is essentially what dictates the strengths and weaknesses of the series. Dokidoki! Precure follows a pretty typical children’s anime pacing, where there’s a lot of episodic content and then a swell of story during the end of each approximately 13-episode chunk, and although there are plenty of episodes which explore the characters’ impressive qualities, there’s a sense that they could have done more. Alice is the biggest example of this, as every episode about her ends up being amazing but are also few and far between. Similarly, I thought Makoto’s reverse-identity (her real name is Cure Sword) wasn’t portrayed with as much consistency as the concept could have handled.
Also I really wished they kept using the awesome bows from the middle of the series, perhaps the most impressive Precure toys ever in terms of giving young viewers the chance to wield things that look like actual weapons. …Maybe that’s why they went away.
I’ve seen some people be critical of Mana, saying that she overshadows the other characters, but I never found this to be the case. The issue isn’t that Dokidoki! Precure devotes too much to Mana, or that Mana is somehow too perfect to be a protagonist, but that many episodes are designed to be formulaic and self-contained to a fault. If you look at the episodes which are devoted to the greater narrative, they do an excellent job of pushing things forward, and by the end the story wraps up nicely with a conclusion unprecedented in Precure.
While I enjoyed watching every week, Dokidoki! Precure ends up being one of those shows which benefits from having a list of “important episodes,” which shows in how well it concludes. At the same time, if you’re comfortable with kids’ show pacing, it’s not much of an issue. Dokidoki! Precure is reliable as an introduction to the franchise as a whole, while its different take on characterization can be refreshing for those already familiar with Precure.
PS: The first ending of Dokidoki! Precure is actually now my favorite Precure ED ever. Maybe it’ll be yours too.
UPDATE: FUNDING FOR CREAMY MAMI EPISODES 1-13 WAS SUCCESSFUL! I DON’T KNOW IF I PLAYED ANY SIGNIFICANT PART BUT THANK FOR READING.
A company called Anime Sols has been trying to crowdfund a number of old anime, some classics, some rather obscure. Despite streaming all of their shows at least in part, none of the anime they’ve picked so far seem to be anywhere near their intended goals, and I think it’s a bit of a shame. Of their shows, the one that seems to have the best shot is Magical Angel Creamy Mami. At over $8000 currently of its $19,000 goal, it’s been much more “successful” than its fellow Anime Sols shows, and I’ve even pledged myself. With only four days left there isn’t a lot of time, but that also means it’s still possible to contribute.
A popular 80s magical girl show which is still well-loved, Creamy Mami is less Sailor Moon-style “magical girls as fighting force” and more Full Moon o Sagashite’s “magical girls using magic to turn into adults.” It’s from a different era and conception of magical girls, and thematically also very representative of what was around at the time, and the ability to have these shows brought over and sold to English speakers would be great for fans of anime, especially those interested in the mahou shoujo genre.
Now those who’ve read Ogiue Maniax may be aware that I’ve not exactly given Creamy Mami the best reviews. I don’t exactly find it to be a riveting show, so it may seem like I’m talking out of both sides of my mouth, but my support of Creamy Mami has less to do with the quality of the individual show and more about the potential opportunity it brings to have more classic magical girl anime available. I’m a fan of mahou shoujo for aesthetic, narrative, and emotional reasons, and so even if Creamy Mami isn’t fantastic, it may be the bridge to shows of a similar cloth which are. Keep in mind that I’m not asking people to support a magical girl show so that they can get more violent action shows or harem works, nor am I suggesting that failure to support this would mean the death of all anime crowdfunding. However, if mahou shoujo is your thing, then it might just be worthwhile.
And once again, I have to say that the second ending theme for Creamy Mami is really good.
With its combination of cute characters, kid appeal, and detailed fighting scenes, the Precure metaseries is presently the most popular and prominent magical girl anime. Though each series has its own share of unique features, one constant that always impresses me is the approach Precure takes to showing strength in its heroines.
When it comes to depicting strong female characters, there is a lot of media out there which relies on some sort of conflict revolving around a character’s gender. Confronted with a sexist/condescending/ignorant adversary, the idea is that the girl then shows what she’s made of and proves her equality/superiority. This is not inherently a problem, and there are many examples out there which make such scenes empowering, but there are also many cases where this becomes lazy or uncreative shorthand for conveying “girl power” as a way of achieving the bare minimum of inspiration.
Precure completely circumvents this issue by depicting its heroines as capable in a way where gender doesn’t really matter. Villains will mock them for inexperience, or talk about how hopeless they are for struggling, but the fact that they are girls and not boys is never really considered. When confronted with the question of whether or not girls can be strong, Precure simply says, “Of course they’re strong, why is that even a question?”
The gradual building of inner strength and emotional resolve in Heartcatch Precure! is the obvious example, but let’s instead take a rather stereotypically feminine-looking character such as Kise Yayoi (aka Cure Peace) from Smile Precure! Yayoi can be described as a crybaby who’s full of enthusiasm but lacking in confidence, a point which the villains will constantly bring up to taunt her. In regards to strength, Smile Precure! does two things. First, it provides four other girls to show how crying is not just something girls “do,” but something specific to Yayoi as an individual person. Second, it has Yayoi prove that being a crybaby doesn’t mean you’re incapable, it just means you can be capable while also crying a lot. Even with a character such as this, where it wouldn’t be surprising to see a show convey her as “strong, for a girl,” Yayoi’s gender is never the issue.
This is not to say that Precure is devoid of traditional notions of femininity, as other signature features are brightly colored frilly outfits and cosmetics/accessories-based merchandise, not to mention the rare romance. With respect to the potential and capability of of girls, just as there’s no need to spend time in a film or cartoon to show that the sky is blue or that fire is hot, this approach treats the existence of strong female characters as such an obvious non-question that it becomes capable of normalizing the very notion that girls are strong. Without the need to “prove” anything, it can tell stories without being bogged by the classic obstacle that is the gender-centered confrontation.
Recently, Dokidoki! Precure revealed all of its main cast and their transformations. In seeing comments about them, I’ve noticed that the transformation for Cure Sword (pictured above), has received somewhat less fanfare compared to the others because it’s not nearly as fanciful as the others. When you look at the Makoto/Cure Sword sequence, it really does lack many of the flourishes of the other Cures, but rather than this being simply a less impressive transformation I do think that the simplicity both in the “camera work” as well as the small amount of details is intentional, as it gives a better sense of Cure Sword’s character.
(All gifs taken from http://lemedy.tumblr.com)
Cure Sword is different from the other Cures in Dokidoki! in that she is a seasoned warrior familiar with being a Precure. Just the fact that she stretches her arms above her head and lets the costume simply form over her is reminiscent of someone just putting on a standard and familiar uniform. When you compare that with Cure Rosetta’s playfulness and spring in her step as she transforms, it becomes especially obvious.
Makoto’s change into Cure Sword is thus rather straightforward. While other girls’ hairstyles bob and flow tremendously, Makoto’s barely does so. And where the other girls move as if they’re dancing while announcing their names, further giving that feeling of excited performance, Cure Sword slashes at the air, giving the impression of a serious fighter.
The thing that really differentiates the Cure Sword transformation from the rest of the Dokidoki! team is simply the fact that, unlike the rest of them, she has a glower on her face pretty much the entire time, only changing her expression into a smile during the final team pose. When put side by side with the other Cures, it really makes her stand out, and along with the lack of movement in her tranformation it becomes indicative of her more serious personality.
Makoto is not the first character in Precure to have a stern look on her face as she transforms, as Cure Moonlight’s features a similar expression, and much like Cure Sword, Moonlight’s transformation appears more efficient than the others’ in Heartcatch Precure! There is still a difference, however, and I think the key factor to consider is Makoto’s origin. When you look at the transformations of other characters in Precure, including Dokidoki!, it’s as if they’re undergoing a metamorphosis. Even when you look at the characters who are from other worlds like her, such as Milky Rose, Cure Passion, Cure Beat, and Cure Muse, they take on a new identity by transforming. Makoto, however, is simply returning to her true self. Rather than being a normal girl who becomes a warrior, she is a warrior who disguises herself as a normal girl.
After more than a year of intentionally delaying it so as to not use up my supply of excellent magical girl anime, I’ve begun Mo~tto! Ojamajo Doremi, the third series in the Ojamajo Doremi franchise.
As I was watching one episode, there was the standard stock footage of one of the girls using magic, which starts off by showing a closeup of a music-playing magic wand. Before the show even revealed on-screen which girl was casting the magic, I thought, “Oh, it’s Aiko,” the tomboy character from Osaka. Moments later as Aiko appeared, I wondered to myself, how did I figure that out?
Upon re-watching, I realized that the signal to indicate Aiko was the music playing from her wand, which mimics a harmonica. Each of the characters in Doremi have an instrument associated with them, so in hindsight this is a rather obvious part of the show. As mentioned before, however, I hadn’t watched any Doremi in quite a long time, so it felt more like an unconscious response. I had watched enough of the show to absorb its elements into my psyche, and that “conditioning” showed up in this instance.
By the way, Doremi is a really fantastic show, and I wrote a review of the first series. If you’re wondering why there isn’t a review of the second series, it’s because pretty much everything I say about the first series more or less applies to it as well.