The Future Painted by 'Oshikatsu'! When Emotions Move Society
The previous 'Oshikatsu' was...
The Future Painted by 'Oshikatsu'
When Emotions Move Society
It did not take long for the term 'Oshikatsu' (the act of supporting one's favorite) to transform from a niche corner of society into the center of circulation.
Whether it is an idol, an anime character, or a Vtuber, the act of supporting has transcended individual emotions to become a system that forms communities, drives the economy, and redesigns society.
I perceive this phenomenon as the 'creation of an economic sphere through emotion.' Indeed, Oshikatsu is not merely a hobby. It is a 'way of constructing daily life,' a 'reconnection of human relationships,' and even a 'staging of hope for the future.' Just by having an 'oshi' (favorite) in their life, people gain reasons to work, learn, save, and survive.
This structure can no longer be explained by 20th-century 'social models.'
The 'foundation of life' once provided by institutions like the state, corporations, and family is now being replaced by one's 'oshi.' Instead of pledging loyalty to a company, people work for their 'oshi.' Instead of family, they connect with fellow fans. Rather than the return on taxes, they are moved by the returns on their financial support. While this might look like individual deviation at first glance, perhaps it is actually an 'experiment in a new community.'
As entertainment sociologist Atsuo Nakayama says, this is a battle for 'virtual prime real estate.'
It is not physical space, but the struggle for psychological existential value that has now become the axis of society. People are measured not by how much they were 'supported,' but by how much they 'supported.' In that space, borders, languages, and ages no longer matter. All that exists is a mechanism to 'invest emotion and receive validation.'
People sometimes call this structure a 'fiction.'
Admittedly, an 'oshi' might be an illusion. They cannot be touched, they do not reply, and you may never meet them. Even so, the world can look a little kinder just because they exist. They can be the reason the morning comes. They can even help you forgive the past.
A 'life with an oshi' is not just a distraction. It is a ritual to fill the 'lost something' within oneself, a code for connecting with others, and a framework for retelling the story of who you are.
And it is one answer we have provided to the question of 'how to live.'
Society is changing. Ways of working, forms of family, and the meaning of belonging are all wavering. Yet, in the midst of this, the act of 'supporting' seems to face the world in a strangely straightforward way.Loving someone unconditionally. Supporting them without a reason. Continuing to create meaning while knowing there is no meaning. That, perhaps, is synonymous with living.
I view this as the 'maturation of emotional capitalism.' In other words, the world does not revolve solely on money. It is not through evaluation, possession, or coercion, but simply the feeling of 'liking' that moves people and changes the world little by little.
And in that future, there is likely no single answer.
Supporting someone, losing them, and supporting someone new again. In that repetition, you learn about yourself little by little. What you believe in, where you belong, and what you take pride in. The journey of continuing to ask these questions might be the essence of 'Oshikatsu.'
Thinking of it that way, this is not the end.
Rather, this is likely where it begins.
Ending Theme: Oshika-Night
Thank you for reading.
May there be happiness for everything you support.
The way you support others is very, very bright and wonderful.
Please press the ♡... no, please 'support' it.