“In the name(s) of the moon!”: ‘Japaneseness’ & Reader Identity in Two Translations of Sailor Moon

Manga has become increasingly popular in the United States since 1990s, and over time, strategies employed translating these texts for English-speaking audiences have shifted. As translation practices changed, so too status of sociocultural construct 'Japaneseness' – a commodified branding Japanese elements translated manga. A striking example this shift can be seen two English translations Naoko Takeuchi's 1991 manga Bishôjo Senshi Sêrâ Mûn (Pretty Soldier Sailor Moon) U.S. market, released 13 years apart: 1998 Mixx/TokyoPop 2011 Kodansha translation. In paper, we examine use four linguistic features loanwords, honorifics, onomatopoeia, iconicity both translations, find that each version broadly employs different strategy to either erase (in case earlier translation) or amplify actively create later within text. These turn afford ways readers engage with Moon, following our analysis themselves, then fan discourse show how distinct identities by drawing on salient The from preference domesticated reading experiences desire retain as much character possible reveals central commodification language culture publishing Anglophone fandom more broadly.