By Marc Steinberg
In Anime’s Media Mix, Marc Steinberg convincingly exhibits that anime is much greater than a method of eastern animation. past its speedy kind of cartooning, anime can also be a different mode of cultural construction and intake that resulted in the phenomenon that's at the present time known 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 displays for the 1st time. backed via a chocolate producer with savvy advertising abilities, Astro Boy quick turned 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 occur whilst a goggle-eyed sketch 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 lines the cultural family tree that spawned Astro Boy to the changes of jap media tradition that followed—and ahead to the much more profound advancements in international capitalism supported by way of the circulate of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He info how convergence was once sparked via anime, with its astoundingly extensive advertising 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 position that the media combine performed from the beginning. enticing with movie, animation, and media reports, in addition to analyses of buyer tradition and theories of capitalism, Steinberg bargains the 1st sustained examine 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