New forms of social interaction in mass culture: frame analysis of contemporary anime fests in Russia

The study presents an inquiry into the new forms of social interaction that had emerged in the late 20th - early 21st century under the influence of virtual reality, demonstrated by the festivals of contemporary Japanese culture (anime fests) hosted in Russia. History and evolution of the anime fest phenomenon and public videogame sessions included in it, as well as its significance for contemporary Russian youth, serve as an introduction into the topic. Utilizing Erving Goffman’s frame theory and the concept of involvement, anime fests hosted in Yekaterinburg (AsiaBreeze, ChibiFest) are analyzed, showing them as complex events with multitudes of frames operating within them, including a theater frame for characterizing a cosplay show and an exhibition frame describing public sessions of dance-type video games.