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Digital magazine store Zinio, like all content suppliers for iPhone and iPad, agreed to Apple's "Regional Content Review" for all items sold through their app. This means that all "in-app purchasable" content must be approved by Apple to be acceptable to the broad U.S. population (the United States is one "region") or it will block it. The more obvious targets for censorship in the Zinio store included Playboy and Penthouse magazines, but Vogue France was also rejected because it features artistic and occasional use of nudity. Vogue France is also not stocked at Wal-Mart stores for the same reason.

Stories have surfaced about comic books being blocked as well. In February, Stephen Lindsay, the creator of Jesus Hates Zombies, discovered that a link to buy his book through the ComiXology app had stopped working. A ComiXology rep explained in a tweet that Apple "deemed it inappropriate according to their SDK guidelines" and they were forced to remove it.

"Here's the thing," said Lindsay. "Jesus Hates Zombies doesn't involve any sex whatsoever. None. It has violence and swearing, but that's because it's a mature readers horror comedy. But the violence isn't even intense. And being a black and white comic, there's zero red blood, which means any gore is dramatically cut down."

When asked if it would be fair to say that any comics with content that would fit in an R-rated movie (violence, brief nudity without explicit sex) would fit into Apple's guidelines, Murphey agreed.

"People seem to think that Apple is slamming our hands down every day saying 'No — we shall oppress this material— you are not permitted to do anything that we do not deem to be family friendly'… and that's not what's happening at all," Murphey continued. "Apple has not censored what we publish in a way that we feel has been terribly oppressive. When things first started in 2008, before they had the parental controls in effect, they were much more strict about what could and couldn't be allowed in the store. Now things are much better."

"My problem with Apple banning [Jesus Hates Zombies] is simply this," says Lindsay. "They allow the Marvel book Kick-Ass. How in God's name is my book worse than Kick-Ass when it comes to content? The simple answer, it's not. But because Kick-Ass is a Marvel book, it gets a pass."

The experience of smaller publishers producing books with LGBT characters and situations also seems hard to reconcile with Murphey's assessment of Apple's guidelines. Tom Bouden's adaptation of The Importance of Being Earnest was rejected as an iPad app for the App Store, again due to "materials that may be considered obscene, pornographic, or defamatory." A handful of sexually suggestive images depicting men, some extremely mild, were specifically flagged as problematic in the 80-page graphic novel.

perhaps to avoid calling attention to its restrictions, Apple did not allow black censor bars to appear in content.

Yaoi Press packaged their graphic novel Zesty for submission to the App Store with the assistance of digital provider Fika Publishing

The book was rejected without explanation.

"I'm not as hopeful about the iPad as I was this morning," said Abraham in an article about Manga on the iPad for About.com. "The iTunes store just rejected Zesty, our tamest graphic novel, without citing a reason. We thought this could be a bright spot for us, akin to our sales on Amazon Kindle, but we're very discouraged right now."

We have snuck onto Apple platforms through the Kindle app." A search on Amazon's Kindle Store for Yaoi Press titles yields a wide range of prose and graphic novels, all of which can be purchased and synced to an iPad or iPhone. Kindle purchases do not happen "in-app", and are not required to be reviewed and approved by Apple. Amazon appears to have no content restrictions with regard to sexual content; even explicit sexual material appears to be fair game for Kindle books.

"Amazon doesn't seem to have a problem with the story," Bonte said. "They accepted it for digital distribution. The problem with Amazon is that they take 70% and Apple only 30%, plus the platform is absolutely not usable for comics.

"If Dylan was 20 today," Tate wrote, "how would he feel about your company? Would he think the iPad had the faintest thing to do with 'revolution'? Revolutions are about freedom." "Yep, freedom from programs that steal your private data," Jobs responded. "Freedom from programs that trash your battery. Freedom from porn. Yep, freedom. The times they are a changin', and some traditional PC folks feel like their world is slipping away. It is."

Both otaku and fujoshi

The moe character is a 'body without organs' (Deleuze and Guattari 1987), and the response to its virtual potentials is affect.

Massumi argues affect is a moment of unformed and unstructured potential (Massumi 2002). The experience, what he calls an 'intensity,' is outside of logical language and conscious control. Moe provides a word to express affect, or to identify a form that resonates and can trigger an intensity.

It is for this reason that moe is consistently misunderstood as first and foremost images of young girls instead of a response to virtual potentials

In the field interacting with otaku and fujoshi, I was constantly confronted by the concept of moe, and found it necessary to engage it.

These are both men and their discourse centers on male otaku, but I will argue from them a more general theory, applied later in the paper to fujoshi structures of desire.

Honda, a youth-oriented novelist and self-styled moe critic, defines moe as 'imaginary love'

the salient point is his judgment that a relationship with a mediated character or material representations of it is preferable to an interpersonal relationship.

the moe man is feminized

While recognizing the conservative nature of otaku sexuality, Azuma attempts to account for the schizophrenic presence of perversion in the moe image. For Azuma, otaku are postmodern subjects with multiple personalities engendered by their environment and enthusiastic media consumption

To feel moe for all characters in all situations, the narrative connecting characters or moments in time is de-emphasized.

cat ears,

response is unconnected with 'reality' and thus offers new potentials to construct and express affects.

Separating their desire from reality allowed for a new form of affect called moe.

conditioning of young girls into 'pure consumers'

Such a space is disconnected from social and political concerns, and exists for the preservation of the individual.

the media and consumption feeding into moe is a specific sort centered on affect.

Manga scholar Itou Gou argues that since the end of the 1980s characters in anime, manga and videogames became so appealing that fans desired them even without stories (Itou 2005). Ito dubs such character types 'kyara,' distinct from characters (kyarakutaa) embedded in narratives.

Proof of this can be found in the rise of 'parody' doujinshi,

The doll-like and semi-human Ayanami became the single most popular and influential character in the history of otaku anime; fans still isolate parts of the character to amplify and rearticulate in fan-produced works to inspire moe.

virtual potentiality

'moe otaku' a superficial fixation on surfaces and accelerated consumption of disposable moe kyara, impetus for him to declare this younger generation culturally 'dead'

One man I spoke with said, 'Moe is a wish for compassionate human interaction. Moe is a reaction to characters that are more sincere and pure than human beings are today.' Similarly, another man described moe as 'the ultimate expression of male platonic love.' This, he said, was far more stable and rewarding than 'real' love could ever be. Manga artist Akamatsu Ken stresses that moe is the 'maternal love' (boseiai) latent in men,[xxi] and a 'pure love' (junsui na ai) unrelated to sex, the desire to be calmed when looking at a female infant (biyoujo wo mite nagomitai) (Akamatsu 2005). 'The moe target is dependent on us for security (a child, etc.) or won't betray us (a maid, etc.). Or we are raising it (like a pet)' (Akamatsu 2005). This desire to 'nurture' (ikusei) characters is extremely common among fans. Further, moe is about the moment of affect and resists changes ('betrayal') in the future, or what Akamatsu refers to as a 'moratorium' (moratoriamu). Moe media is approached as something of a sanctuary from society (Okada 2008), and as such is couched in a discourse of purity.

I will now demonstrate how it is further possible to reduce people to characters, or to reduce reality to fantasy in pursuit of moe.

Association with the two-dimensional world, and lack of depth or access in the three-dimensional world, makes a maid moe.[

The appeal of the maid cannot purely be sexual: As many as 35 per cent of customers are women

this arose in Japan in the late stages of capitalism as a result of shifts in consumer-information society

bias towards male fans of anim

aoi erases the female presence because fans say female-male or even female-female couples[xxxvi] are too 'raw' (namanamashii). Put another way, the reality of relationships is removed from yaoi to make the moe response possible.

the ambiguous yaoi 'male' is quite literally a body without organs

Many other fujoshi I spoke with dated men even as they imagined possibilities of coupling them as characters with other men.[xl] As Saitou points out, the reality of heterosexual relationships and virtual possibilities of homosexual couplings are separate and coexistent (Saitou 2007). Journalist Sugiura Yumiko explains this as the crucial difference between fujoshi and otaku, who approach fantasy as an alternative for things that they actually want but cannot realize in this world (Sugiura 2006).[xli] A fujoshi, for example, would not 'marry' a two-dimensional character the way some otaku advocate;

Sugiura is importantly highlighting that fantasy and reality are separate and coexistent, but this is widespread in moe culture and not solely a female quality.[xlii] As much as male otaku boast of their two-dimensional wives, they often do so with levity as a self-conscious performance

While it is true that men tend to feel moe for single characters that they can possess while women feel moe for relationships or character couplings, this broad difference is fast disappearing. In truth, the media popular among so-called 'moe otaku' in recent years has come to resemble yaoi aesthetics: multiple girls in a nostalgic or fantastic world with minimal male presence and heightened emphasis on relationships and emotions

In all cases, the database (Azuma 2009) is present. The elements that constitute and indicate a certain type of top or bottom, for example glasses or hairstyle or height, are predetermined; any given top or bottom is a construct of defined character traits and behavior.

One of the most recognizable features of the moe phenomenon is the anthropomorphization of objects into objects of desire. Otaku turn cats, war machines, household appliances and even men of historical significance into beautiful little girls to trigger moe. Reality is flattened, and from it emerge polymorphous forms of stimulation. Similarly, fujoshi can rearticulate anything into beautiful boys and sexualized yaoi relations. Moe characters can be based on a written description or drawn image, a physical person or even anthropomorphized animals, plants and objects.

The erotic fantasy effectively re-mystified their world, adding a layer of potential to the mundane (the very ground under their feet!) and making the familiar queer and exciting. Latent potential so unlocked, the three friends replayed the moe relationship across other potential players such as shampoo and conditioner, knife and spoon, salt and pepper.

More startling and subversive is 'moe politics' (seiji moe), where national histories, international relations and imposing world leaders are reduced to moe characters across which yaoi romance can be read.

It should be noted that Hetaria was written by a man, and these sorts of stories are becoming increasingly popular among young men known as 'fudanshi' (rotten boys).

it precisely because it is pure that it can give birth to such perverse and polymorphous possibilities.