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This study examines the relationship between media content, its production, and its reception in Japanese popular culture with the example of the so-called yuri ("lily") genre that centers on representations of intimate relationships between female characters. Based on contemporary genre theory, which posits that genres are not inherent properties of texts, the central question of this study is how the yuri genre is discursively produced in Japan. To examine this question, the study takes a variety of sources into consideration: Firstly, it discusses ten exemplary texts from the 1910s to 2010s that in the Japanese discourse on the yuri genre are deemed the milestone texts of the yuri genre's historical development (Hana monogatari, Otome no minato, Secret Love, Shiroi heya no futari, BishÅjo senshi Sailor Moon, Maria-sama ga miteru, ShÅjo Sect, Aoi hana, Yuru yuri, and Yuri danshi). Secondly, interviews with ten editors working for Japanese manga magazines shed light on their assessment of the yuri genre. Finally, the results of an online survey among Japanese fans of the yuri genre, which returned 1,352 completed questionnaires, question hitherto assumptions about the fans and their reasons for liking the yuri genre. The central argument of this study is that the yuri genre is for the most part constructed not through assignments on part of the genre's producers but through interpretations on part of the genre's fans. The intimacy portrayed in the texts ranges from "friendship" to "love," and often the ideas of "innocence" and "beauty" are emphasized. Nevertheless, the formation of the yuri genre occurs outside the bounds of the texts, most importantly in fan works, i.e. derivative texts created by fans. The actual content of the originals merely serves as a starting point for these interpretations. Located at the intersection of Japanese studies, cultural studies, media studies, and sociology, this study contributes to our understanding of contemporary Japanese popular culture by showing the mutual ...
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