By Marc Steinberg
In Anime’s Media Mix, Marc Steinberg convincingly indicates that anime is way greater than a mode of jap animation. past its quick kind of cartooning, anime is additionally a different mode of cultural construction and intake that resulted in the phenomenon that's at the present time 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 jap television displays for the 1st time. backed through 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 sweets and for what may ensue while 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 changes of jap media tradition that followed—and ahead to the much more profound advancements in worldwide capitalism supported by way of the move of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He info how convergence used to be sparked by means of 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 quintessential function that the media combine performed from the beginning. enticing with movie, animation, and media reports, in addition to analyses of shopper tradition and theories of capitalism, Steinberg bargains the 1st sustained research of the japanese mode of convergence that informs international media practices to this day.
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Anime’s Media Mix: Franchising Toys and Characters in Japan by Marc Steinberg