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Anime’s Media Mix Franchising Toys and Characters in Japan

Marc Steinberg 1977-


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  • Title:
    Anime’s Media Mix Franchising Toys and Characters in Japan
  • Author: Marc Steinberg 1977-
  • Description: 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.
    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
  • Publication Date: 2012
  • Publisher: Minneapolis : University of Minnesota Press
  • Format: 1 online resource (336 p.).
  • Identifier: ISBN 1-4529-4752-X;ISBN 0-8166-8023-X
  • Subjects: Comic books, strips, etc -- Japan -- History and criticism; Animated films -- Japan -- History and criticism; Animated television programs -- Japan -- History and criticism; Comic strip characters -- Japan; Cartoon characters -- Japan; Character toys -- Japan; Character merchandising -- Japan; Electronic books
  • Language: English
  • Source: 01DAL UDM ALMA

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