Download Anime’s Media Mix: Franchising Toys and Characters in Japan by Marc Steinberg PDF

By Marc Steinberg

In Anime’s Media Mix, Marc Steinberg convincingly exhibits that anime is way greater than a mode of jap animation. past its speedy type of cartooning, anime can also be a different mode of cultural construction and intake that ended in the phenomenon that's this day known as “media combine” in Japan and “convergence” within the West.

According to Steinberg, either anime and the media combine have been ignited on January 1, 1963, whilst Astro Boy hit eastern television displays for the 1st time. subsidized by means of a chocolate producer with savvy advertising abilities, Astro Boy fast turned a cultural icon in Japan. He used to be the poster boy (or, in his case, “sticker boy”) either for Meiji Seika’s goodies and for what might ensue whilst a goggle-eyed comic strip baby fell into the keen clutches of inventive retailers. It was once just a brief step, Steinberg makes transparent, from Astro Boy to Pokémon and beyond.

Steinberg strains the cultural family tree that spawned Astro Boy to the differences of eastern media tradition that followed—and ahead to the much more profound advancements in international capitalism supported by way of the movement of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He information how convergence used to be sparked by way of anime, with its astoundingly huge promoting of pictures and its franchising throughout media and commodities. He additionally explains, for the 1st time, how the increase of anime can't be understood properly—historically, economically, and culturally—without greedy the essential position that the media combine performed from the beginning. enticing with movie, animation, and media experiences, in addition to analyses of customer tradition and theories of capitalism, Steinberg bargains the 1st sustained learn of the japanese mode of convergence that informs international media practices to this day.

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