Abstract
On February 2024, the NHK Broadcasting Culture Research Institute conducted a web panel survey of 5,111 people on a panel of a research company to grasp the media use of those who have “oshi” (favs or the object of stanning). The result shows that 77% of the respondents have someone or something they like or are attracted to [“those with favorites”]. Among them, those who identify their favorites as oshi [“self-identified oshi supporter”] account for 12% of the entire respondents and are prominent among young people, such as 43% for woman aged 16 through 19, and this trend is observed across a wide age range among women, including more than 10% for 30s through 50s.
“Self-identified oshi supporter” highly evaluate works related to their oshi and attracted by the looks of oshi. In addition, they are more likely to have a strong feeling that “life without oshi is unthinkable” or spend money on oshi than the more general “those with favorites.” However, there were differences in attitudes and behavior depending on the genre of who/what they love.
As to media use, “self-identified oshi supporter” are active in collecting information with X and Instagram, in addition to YouTube and television. For many of them, the TV appearance of oshi triggers their TV viewing. Some expand their interests into genres they had never been interested in before, such as topics dealt with in TV programs in which their oshi has appeared.
Meanwhile, a certain number of them develops a sense of obligation that they must check all information and works related to the oshi, leaving them no leeway for gathering information on other matters. Furthermore, some show an attitude of wanting to know only the positive aspects of who/what they love and, therefore, selecting information through the filter of oshi.
