{Download Kindle} ⚝ Anime’s Media Mix: Franchising Toys and Characters in Japan Ü eBook or Kindle ePUB free

{Download Kindle} ⛈ Anime’s Media Mix: Franchising Toys and Characters in Japan ë InAnime s Media Mix, Marc Steinberg convincingly shows that anime is far 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 WestAccording to Steinberg, both anime and the media mix were ignited on January 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 Pok mon and beyondSteinberg traces the cultural genealogy that spawned Astro Boy to the transformations of Japanese media culture that followed and forward to the even 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 Overall, this was an interesting and informative look at the rise of media mix in pre and post WWII Japan Anime and Advertising media mix are both analyzed, and so the text offers some interesting marxist economic analysis of the increasingly popular mode of consuming media Although the author hinted at some connections to the modern practice of media mix or convergence media in the U.S and other Western countries, those remain largely implicit The text is, at times, also a bit repetit Overall, this was an interesting and informative look at the rise of media mix in pre and post WWII Japan Anime and Advertising media mix are both analyzed, and so the text offers some interesting marxist economic analysis of the increasingly popular mode of consuming media Although the author hinted at some connections to the modern practice of media mix or convergence media in the U.S and other Western countries, those remain largely implicit The text is, at times, also a bit repetitive, but the writing style is fairly accessible and engaging.I also appreciated the inclusion of anime, manga, and advertising images to supplement the argument Drawing on the theories of Benjamin, Deleuze and others, Steinberg renders a very detailed historicization and analysis of media convergence in the context of Japanese popular culture.