From stigma to mainstream: a multi-stakeholder thematic analysis of anime consumption and community-driven communication in Thai Generation Z

This qualitative study explores the transformation of Japanese animation (anime) media consumption in Thailand, focusing on Generation Z. The research examines communication strategies within the anime ecosystem and related consumption behaviors through a multi-stakeholder lens, addressing gaps in understanding community-driven influence and identity construction. Semi-structured in-depth interviews were conducted with 23 participants across four stakeholder groups—event organizers, influencers, casual viewers, and niche community members—in Bangkok. Data were analyzed using reflexive thematic analysis. Four key findings emerge: (1) anime has undergone a social transformation from stigmatized activity to mainstream cultural practice; (2) a Trust-Network Model operates in which intimate word-of-mouth supersedes algorithmic reach in driving consumption decisions; (3) fan communities and events function as ‘identity laboratories’ enabling safe self-exploration; and (4) dedicated fans wield significant economic power, challenging conventional ‘otaku’ stereotypes. Theoretically, the study advances cultural globalization theory through an ‘Organic Globalization’ framework, extends participatory culture theory by validating lurker participation along an engagement spectrum, and introduces an ‘Identity Laboratories’ framework highlighting the psychosocial developmental functions of media fandoms. These findings offer practical insights for content creators, marketers, and cultural industry stakeholders seeking authentic engagement with Generation Z.