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

By Marc Steinberg

In Anime’s Media Mix, Marc Steinberg convincingly exhibits that anime is much greater than a method of jap animation. past its quick kind of cartooning, anime can also be a distinct mode of cultural creation and intake that ended 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 eastern television monitors for the 1st time. backed by way of a chocolate producer with savvy advertising talents, Astro Boy fast grew to become a cultural icon in Japan. He used to be the poster boy (or, in his case, “sticker boy”) either for Meiji Seika’s candies and for what may possibly occur whilst a goggle-eyed comic strip baby fell into the keen clutches of artistic agents. It was once 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 differences of jap media tradition that followed—and ahead to the much more profound advancements in international capitalism supported through the flow of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He info how convergence used to be sparked through 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 fundamental function that the media combine performed from the beginning. enticing with movie, animation, and media experiences, in addition to analyses of buyer 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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Anime’s Media Mix: Franchising Toys and Characters in Japan by Marc Steinberg

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