Odagiri effect

Ian Wolf from Anime UK News has argued that the Odagiri effect is evident in TV shows and other media found in the west. Examples include the 2015 BBC production of Poldark which attracted large audiences due to depictions of lead actor Aidan Turner shirtless; the 2016 BBC production of The Night Manager which features a scene in which Tom Hiddleston's naked buttocks are on-screen; and the erotic novel Fifty Shades of Grey.^[6] He has also argued Benedict Cumberbatch starring in the TV series Sherlock has caused the Odagiri effect to occur in other series he has appeared in such as the radio series Cabin Pressure.^[7]

Paralleling the original example, the CBeebies show Mr Bloom's Nursery, a UK TV programme featuring Ben Faulks in the title role, became popular with a mature female audience.^[8]

The effect is said to have both a positive and negative effect. While such shows attract wider audiences, some critics claim that they "play it safe" and that: "Negative arcs about injury or lack of sportsmanship are resolved quickly and neatly, and while friendship abounds, romantic subplots are nowhere in sight. There's no incentive to risk alienating any of the target audiences, so the show stays away from tackling complicated themes."^[3] Another positive effect of the Odagiri effect for anime producers is that female fans increase spending power, thus meaning they are more likely to buy merchandise relating to the series in question.^[4]

There are also claims that the effect shows that there is sexism in program making. Reasons given include that a similar observable effect in which men were attracted to TV shows featuring attractive female actresses and characters would be commented on differently. It is also argued that the effect shows that there is evidence that not enough programmes are being made that target women.^[6]