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Books > History > Asian / Middle Eastern history
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Anime's Media Mix - Franchising Toys and Characters in Japan (Paperback, New)
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Anime's Media Mix - Franchising Toys and Characters in Japan (Paperback, New)
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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 Pokemon 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.
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