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 indicates that anime is way greater than a method of jap animation. past its rapid kind of cartooning, anime is usually a distinct mode of cultural creation and intake that resulted in the phenomenon that's this present day referred to 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 jap television monitors for the 1st time. backed via a chocolate producer with savvy advertising talents, Astro Boy quick grew to become a cultural icon in Japan. He was once the poster boy (or, in his case, “sticker boy”) either for Meiji Seika’s goodies and for what may possibly ensue while a goggle-eyed caricature baby fell into the keen clutches of artistic sellers. 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 modifications of eastern media tradition that followed—and ahead to the much more profound advancements in international capitalism supported by way of the stream of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He information how convergence used to be sparked via anime, with its astoundingly large 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 vital position that the media combine performed from the beginning. enticing with movie, animation, and media reviews, in addition to analyses of purchaser tradition and theories of capitalism, Steinberg bargains the 1st sustained learn of the japanese mode of convergence that informs worldwide media practices to this day.

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