Anime's media mix : franchising toys and characters in Japan / Marc Steinberg.

Format:

Book

Author/Creator:

Steinberg, Marc, 1977- author.

Language:

English

Subjects (All):

Character merchandising--Japan.

Character merchandising.

Character toys--Japan.

Character toys.

Cartoon characters--Japan.

Cartoon characters.

Comic strip characters--Japan.

Comic strip characters.

Animated television programs--Japan--History and criticism.

Animated television programs.

Animated films--Japan--History and criticism.

Animated films.

Comic books, strips, etc--Japan--History and criticism.

Comic books, strips, etc.

Physical Description:

1 online resource (336 p.)

Edition:

1st ed.

Place of Publication:

Minneapolis : University of Minnesota Press, 2012.

Language Note:

English

Summary:

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 po

Contents:

Introduction: rethinking convergence in Japan

Anime transformations: Tetsuwan Atomu. Limiting movement, inventing anime

Candies, premiums, and character merchandizing: the Meiji-Atomu marketing campaign

Material communication and the mass media toy

Media mixes and character consumption: Kadokawa books. Media mixes, media transformations

Character, world, consumption.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9780816680238

9781299943421

9781452947525

1-4529-4752-X

0-8166-8023-X

OCLC:

794492279