Anime: A Critical Introduction maps the genres that have thrived
within Japanese animation culture, and shows how a wide range of
commentators have made sense of anime through discussions of its
generic landscape. From the battling robots that define the mecha
genre through to Studio Ghibli's dominant genre-brand of plucky
shojo (young girl) characters, this book charts the rise of anime
as a globally significant category of animation. It further thinks
through the differences between anime's local and global genres:
from the less-considered niches like nichijo-kei (everyday style
anime) through to the global popularity of science fiction anime,
this book tackles the tensions between the markets and audiences
for anime texts. Anime is consequently understood in this book as a
complex cultural phenomenon: not simply a "genre," but as an always
shifting and changing set of texts. Its inherent changeability
makes anime an ideal contender for global dissemination, as it can
be easily re-edited, translated and then newly understood as it
moves through the world's animation markets. As such, Anime: A
Critical Introduction explores anime through a range of debates
that have emerged around its key film texts, through discussions of
animation and violence, through debates about the cyborg and
through the differences between local and global understandings of
anime products. Anime: A Critical Introduction uses these debates
to frame a different kind of understanding of anime, one rooted in
contexts, rather than just texts. In this way, Anime: A Critical
Introduction works to create a space in which we can rethink the
meanings of anime as it travels around the world.
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