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Anime’s Media Mix: Franchising Toys and Characters in Japan download epub

by Marc Steinberg


Epub Book: 1812 kb. | Fb2 Book: 1131 kb.

In Anime’s Media Mix, Marc Steinberg convincingly shows that anime is far more than a style of Japanese animation.

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. Historically sound and theoretically engaging, Steinberg's book provides a critical genealogy of media mix in the context of the profound social, cultural, and economic transformations that occurred both in Japan and globally. Journal of Asian Studies. Marc Steinberg is assistant professor of film studies at Concordia University.

Character, World, Consumption In the previous chapter, I noted the profound differences that sepa- rate the phenomenon of what is now called the media mix from its terminological origins in marketing discourse.

Use features like bookmarks, note taking and highlighting while reading Anime's Media Mix: Franchising Toys .

Use features like bookmarks, note taking and highlighting while reading Anime's Media Mix: Franchising Toys and Characters in Japan.

Through a study of fans and artists " toying " with the characters and story worlds of Twin Peaks, I will demonstrate how the replaying of the series happens again and again through mimetic practices such as recreation of characters and through photoplay. Earlier studies indicate that adults are showing increased interest in character toys such as dolls, soft toys (or plush) and action figures and various play patterns around them (Heljakka 2013).

In Anime’s Media Mix, author Marc Steinberg shows that anime is far more than a style of Japanese animation. University of Minnesota Press.

Anime’s Media Mix book. According to Steinberg, both anime and the media mix 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.

Place of Publication. Hong Kong Hungary Iceland Ireland Israel Italy Japan Jersey Jordan Kiribati Korea, South Kuwait Latvia Liechtenstein Lithuania Luxembourg Macau Macedonia Malaysia Maldives Malta Marshall Islands Martinique Mexico Micronesia Moldova Monaco Montenegro Montserrat Nauru Nepal Netherlands Netherlands Antilles New Caledonia New Zealand Niue Norway Oman Palau Panama Papua New Guinea Poland Portugal Puerto Rico Qatar Romania Russian Federation Saint Kitts-Nevis Saint Lucia Saint.

Marc Steinberg's book challenges this assumption by tracing the origin of the media mix farther back, to 1963, when Japan witnessed the emergence of the anime system in postwar visual culture. Anime" (an abbreviated Japanese pronunciation of "animation") refers specifically to Japanese hand-drawn or computer-generated animated productions, and Steinberg, focusing on both history and theory of anime, accordingly divides his book into two sections.

In Anime’s Media Mix, Marc Steinberg convincingly shows that anime is far more than a style of Japanese animation

In Anime’s Media Mix, Marc Steinberg convincingly shows that anime is far more than a style of Japanese animation. Subjects: Art & Art History

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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 the poster boy (or, in his case, “sticker boy”) both for Meiji Seika’s chocolates and for what could happen when a goggle-eyed cartoon child fell into the eager clutches of creative marketers. It was only a short step, Steinberg makes clear, from Astro Boy to Pokémon and beyond.

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.


Comments: (2)

Auau
Easy to read and well researched, Steinberg traces the development of manga into anime and then anime into a cross media, synergistic phenomenon. And it all goes back to Astro Boy's leap to anime that made the character a marketing goldmine.
Kanek
This is a decent book on the topic, considering the fact that it's very hard to find books on Japan's
character merchandising business in English.

But the writing is so poor that I've had quite a number of moments when I regretted buying this book.
In the end, I concluded that it was a good thing that I met this book. And I'm giving it four stars.
Without the value of the info available here, I would've given it just a star or two.

Hope you can see through the poor writing and editing..
Anime’s Media Mix: Franchising Toys and Characters in Japan download epub
History & Criticism
Author: Marc Steinberg
ISBN: 081667549X
Category: Arts & Photography
Subcategory: History & Criticism
Language: English
Publisher: Univ Of Minnesota Press; 1 edition (February 23, 2012)
Pages: 304 pages