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 much greater than a mode of jap animation. past its instant kind of cartooning, anime is additionally a different mode of cultural creation and intake that resulted in the phenomenon that's this present 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 monitors for the 1st time. backed by way of a chocolate producer with savvy advertising abilities, Astro Boy quick turned a cultural icon in Japan. He was once the poster boy (or, in his case, “sticker boy”) either for Meiji Seika’s sweets and for what may occur whilst a goggle-eyed caricature baby fell into the keen clutches of artistic sellers. It used to be just a brief step, Steinberg makes transparent, from Astro Boy to Pokémon and beyond.

Steinberg lines the cultural family tree that spawned Astro Boy to the changes of eastern media tradition that followed—and ahead to the much more profound advancements in international capitalism supported through the movement of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He info how convergence was once sparked by way of anime, with its astoundingly wide promotion 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 indispensable function that the media combine performed from the beginning. attractive with movie, animation, and media stories, in addition to analyses of shopper tradition and theories of capitalism, Steinberg bargains the 1st sustained examine of the japanese mode of convergence that informs worldwide media practices to this day.

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