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 instant type of cartooning, anime can also be a special mode of cultural creation and intake that resulted in the phenomenon that's this 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, while Astro Boy hit jap television monitors 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 sweets and for what may possibly ensue whilst a goggle-eyed comic strip 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 modifications of eastern media tradition that followed—and ahead to the much more profound advancements in international capitalism supported via the movement of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He information how convergence was once sparked via anime, with its astoundingly vast 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 critical function that the media combine performed from the beginning. attractive with movie, animation, and media reports, in addition to analyses of client 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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