メモ：Canted Desire -Otaku Performance in Japanese Popular Culture-

This article focuses on Japanese male Otaku's engagement with cartoon images.  These people often feel sexiness "moe" when they watch a female character in Japanese anime or manga. 

The author argues their affection to the character is effected by their own consumerism. Referring to Azuma's "database consumerism", he points out otaku is following certain unspoken rules or codes regarding anime characters. 

Otaku find some icons in characters and ,using these clues, recognize these characters as "Kyara". In other words, they can find what role the character are playing (like majime-kyara or baka-kyara). Otaku then feel "kyara-moe" to them. 

Thus, "kyara-moe" is not innate elements. It does not occur until people acknowledge his or her "kyara" referring to database.  In other words, "moe can mean a response to the intensity of a kyara." (Sone) 

If codes and styles from database produce the notion of "moe", is it possible that otaku feel "moe" toward a character who does not follow these rules and styles？