I've always wondered why hasn't anyone thought of trying to reclaim the word "fanservice"? Now, I know that for anime fandoms the term is often synonymous with "ecchi" - which refers to creative decisions that are made with pandering to the lewd fantasies of a presumed straight cis-male audience in mind. Often at the expense of characterisation and/or plot.
But I understand that the "service" in fanservice exists because content creators thinks adding it would somehow please (aka. service) the fans, even if they don't add anything to either character or plot developments.
Why I think the term ought to be reclaimed is because of the fact that fanservice isn't restricted to just ecchi. Plenty of examples of non-sexual fanservice exists in fiction; such as paying homages or making references to another work (I.e. Lucky Star is practically built on Japanese pop culture references and homages), gushing over technical details (I.e. Such as all the 'technical porn' about cars in Initial D) about hardware and technology, breathtaking visuals (such as the detailed, vibrant scenery in Studio Ghibli anime), etc.
Plus, who can deny that there's ultimately no better way to service the fans than good storycrafting? Strong (as in, having distinct and memorable personalities and believable motivations - rather than physically-formidable) characters, compelling plotlines and story arcs, consistent narratives, and immersive story settings are hallmarks of solid storytelling. And that, should be where the real fanservice's at.
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