Research Article

J-horror’s origin and strategic application in the new media era

Yingmei Du 1 * , Lorenzo Javier Torres Hortelano 1
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1 Universidad Rey Juan Carlos, Madrid, SPAIN* Corresponding Author
Online Journal of Communication and Media Technologies, 16(1), January 2026, e202606, https://doi.org/10.30935/ojcmt/17809
Published: 27 January 2026
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ABSTRACT

This study investigates how Japanese horror cinema (J-horror) can strategically adapt to the contemporary digital media landscape while preserving its distinctive cultural and aesthetic identity. Drawing on a systematic literature review of scholarship published between 2000 and 2023, we examine the genre’s evolution from traditional ghost-story roots to its current engagement with streaming platforms, short-form content, and participatory media. Guided by two research questions and corresponding hypotheses, our analysis identifies key opportunities for J-horror to leverage transmedia storytelling, episodic formats, and interactive fan engagement. We propose four strategic priorities for filmmakers and distributors to maintain J-horror’s psychological intensity and folklore-based minimalism while embracing platform-driven viewing habits. This research fills a critical gap in understanding how traditional horror genres can navigate digital transformation without losing their cultural specificity.
Keywords: J-horror, Japanese horror cinema, new media, digital platforms, transmedia, horror narrative

CITATION (APA)

Du, Y., & Hortelano, L. J. T. (2026). J-horror’s origin and strategic application in the new media era. Online Journal of Communication and Media Technologies, 16(1), e202606. https://doi.org/10.30935/ojcmt/17809

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