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8%OFFMarc Steinberg - Anime’s Media Mix: Franchising Toys and Characters in Japan - 9780816675500 - V9780816675500
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Anime’s Media Mix: Franchising Toys and Characters in Japan

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Description for Anime’s Media Mix: Franchising Toys and Characters in Japan Paperback. Num Pages: 304 pages, 31 b&w photos. BIC Classification: 1FPJ; ACBP; KCCD. Category: (G) General (US: Trade). Dimension: 156 x 216 x 21. Weight in Grams: 398.

In Anime’s Media Mix, Marc Steinberg convincingly shows that anime is far more than a style of Japanese animation. Beyond its immediate form of cartooning, anime is also a unique mode of cultural production and consumption that led to the phenomenon that is today called “media mix” in Japan and “convergence” in the West.

According to Steinberg, both anime and the media mix were ignited on January 1, 1963, when Astro Boy hit Japanese TV screens for the first time. Sponsored by a chocolate manufacturer with savvy marketing skills, Astro Boy quickly became a cultural icon in Japan. He was ... Read more

Steinberg traces the cultural genealogy that spawned Astro Boy to the transformations of Japanese media culture that followed—and forward to the even more profound developments in global capitalism supported by the circulation of characters like Doraemon, Hello Kitty, and Suzumiya Haruhi. He details how convergence was sparked by anime, with its astoundingly broad merchandising of images and its franchising across media and commodities. He also explains, for the first time, how the rise of anime cannot be understood properly—historically, economically, and culturally—without grasping the integral role that the media mix played from the start. Engaging with film, animation, and media studies, as well as analyses of consumer culture and theories of capitalism, Steinberg offers the first sustained study of the Japanese mode of convergence that informs global media practices to this day.

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Product Details

Format
Paperback
Publication date
2012
Publisher
University of Minnesota Press United States
Number of pages
304
Condition
New
Number of Pages
304
Place of Publication
Minnesota, United States
ISBN
9780816675500
SKU
V9780816675500
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-1

About Marc Steinberg
Marc Steinberg is assistant professor of film studies at Concordia University.

Reviews for Anime’s Media Mix: Franchising Toys and Characters in Japan
"Anime’s Media Mix is a must-read for anyone interested in the transformations of contemporary media. In portraying how anime characters are emblematic of mobility and connectivity in a broader media ecology, Marc Steinberg maps a new logic of production and consumption that shapes our world today." —Ian Condry, MIT "Marc Steinberg opens up brave new possibilities for the study of ... Read more

Goodreads reviews for Anime’s Media Mix: Franchising Toys and Characters in Japan


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