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This chapter probes the coincidence of the rise of the academic media celebrity in early 1980s figures such as Asada Akira and Nakazawa Shinichi with a ten-year winter of media theory. It tracks the appearance of the so-called Nyū Aka (New Academism) theorists and the discourse around these massively popular best-selling authors, who were in high demand in print, TV, and radio in the 1980s. Nyū aka seemingly never formulated a theory of media, but rather changed the mode of theorizing itself, performing a media theory rather than formulating one. A central aspect of this practice as media theory is...

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