Anime's Media Mix: Franchising Toys and Characters in Japan

by Marc Steinberg

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0816675503
• ISBN13: 9780816675500
• Release Date: February 2012
• Publisher: University of Minnesota Press
• Length: 304 Pages
• Weight: 0.45 lbs.
• Dimensions: 0.9" x 5.5" x 8.4"