The transcultural consumption of Japan-derived popular media has prompted a significant amount of academic research and teaching. Instead of addressing globalization or localization as such, this article investigates the interplay of anime research and the institution of Japanese studies and recurrent methodological issues therein, in particular, related to representation and mediation, intellectual critique and affective engagement, subculture and national culture.The inclination towards objects and representation in socio-cultural as well as cinema-oriented Japanese-studies accounts of anime is first introduced and, after considering discursive implications of the name animein Japan and abroad, contrasted with media-studies approaches that put an emphasis on relations, modalities, and forms. In order to illustrate the vital role of forms, including genre, similarities between TV anime and Nordic Noir TV drama series are sketched out. Eventually, the article demonstrates that the study of anime is accomodated best by going beyond traditional polarizations between text and context, media specificity and media ecology, area and discipline.