By Marc Steinberg
In Anime’s Media Mix, Marc Steinberg convincingly indicates that anime is way greater than a mode of eastern animation. past its speedy type of cartooning, anime can also be a special mode of cultural creation and intake that resulted in the phenomenon that's this present day 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 eastern television displays for the 1st time. subsidized via a chocolate producer with savvy advertising talents, Astro Boy fast grew to become a cultural icon in Japan. He used to be the poster boy (or, in his case, “sticker boy”) either for Meiji Seika’s goodies and for what may take place while a goggle-eyed comic strip baby fell into the keen clutches of inventive sellers. It used to be 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 adjustments of jap media tradition that followed—and ahead to the much more profound advancements in worldwide capitalism supported by way of the movement of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He info how convergence was once sparked via anime, with its astoundingly large promotion 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 necessary position that the media combine performed from the beginning. enticing with movie, animation, and media experiences, in addition to analyses of client tradition and theories of capitalism, Steinberg deals the 1st sustained learn of the japanese mode of convergence that informs worldwide media practices to this day.
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Extra info for Anime’s Media Mix: Franchising Toys and Characters in Japan
Anime’s Media Mix: Franchising Toys and Characters in Japan by Marc Steinberg