Eight Views of Animal Crossing

A world of talking animals and haute couture, trade and Japanese tea houses, lovingly tended gardens, seasonal weather and sociability, self-fashioning and construction. A world that offers insights about performance, global audiences, intellectual property, gift giving, contract law and play in virtual environments. A world that affirms creativity and non-violent sociability, in contrast to digital platforms that embody destruction, mayhem, toxic masculinity and a hyper-kinetic ‘kill or be killed’ ethos. A world that has enchanted millions of people across the globe – a validation of the world maker's capability – and has attracted diverse demographics on the basis of personal recommendations rather than extensive advertising. A world that gained scholarly attention as a consequence of uptake by consumers in many parts of the world as a source of comfort and delight during the COVID-19 pandemic.

This book explores that world, the world of Nintendo's Animal Crossing: New Horizons. It offers a transdisciplinary view of a cultural and commercial phenomenon, including a study of law relating to the operation of Animal Crossing and the virtual world's users.

It is written by an Australian academic with an interest in the interaction of commerce, culture, consumption and law. That interaction is on a global and local scale: from billion-dollar sales to the varying experiences of individual players. The transdisciplinary approach means that it is not intended as a textbook for media and game studies scholars or for lawyers concerned with, for example, intellectual property as a focus of global trade disputes and the dynamics of consumer engagement with copyright. Instead, it resembles two of Japan's iconic cultural productions: Hokusai's 1830–1832 Thirty-Six Views of Mount Fuji and Kurosawa's 1950 Rashomon.

Both Kurosawa and Hokusai offer multiple accounts – different, conflicting and engaging perspectives – of a single landscape or event. They have been emulated by non-Japanese artists, film-makers and authors. The persuasiveness of understanding through different views means that media and communication specialists have come to refer to the ‘Rashomon Effect’ as a shorthand for understanding complexity through a non-linear narrative and conflicting claims regarding truths.