Gekiga

Another important trend in manga was gekiga ("Dramatic Pictures"). Between the 1960s and the 1970s, there were two forms of comic serialization. One, the manga format, was based on the sales of anthology magazines which contained dozen of titles. The other, gekiga, was based on a rental format of an individual manga "book" of single title. Manga was based on weekly or biweekly magazine publications, so production was prompt, and the deadline was paramount. Consequently, most manga artists adopted Tezuka's style of drawing, where characters are drawn in a simpler but exaggerated manner, typified by the large round eyes regarded abroad as a defining feature of Japanese comics. In contrast, gekiga typically had more complex and mature story lines, with higher production value per page. For this reason, gekiga was considered to be artistically much superior. However, gekiga's rental business model eventually died out in the 1970s, while manga artists significantly improved their graphic quality. Eventually, gekiga was absorbed into manga and now is used to describe a manga style which does not use cartoon-like drawing. The gekiga-style manga most famous abroad is probably Akira.

However, gekiga did not only influence the art style of manga: after the 70s, more mature-themed pictures and plot lines were used in manga. Many had significant depictions of violence and sexual activity, and were marketed at teenagers: unlike in Tezuka's time, children in the 70s had more disposable income, so they could directly purchase manga without asking their parents to buy it for them. Thus, manga publishers did not need to justify their products to the parents. Moreover, the dominance of the serialized manga format on a weekly basis meant that manga was increasingly becoming "pulp fiction", with large amounts of violent content and some nudity (especially, although not exclusively, in manga aimed at boys). Representative titles of this genre were Harenchi Gakuen by Go Nagai and Makoto-chan by Kazuo Umezu, both of which had copious amounts of gore, nudity, and vulgar (often scatological) jokes. Much like in the United States during the Comic book scare in the 40's and 50's, teachers and parents had objections to the content of manga, but unlike the U.S. no attempt was made to create an oversight board like the Comics Code Authority. Interestingly, manga magazines "for children" in the 70s arguably had more vulgar themes (due to the fact that it was the only major publishing format available), but by the 80s and 90s, new magazines catering to teenagers and young adults had come into play.