By Marc Steinberg

ISBN-10: 0816675503

ISBN-13: 9780816675500

Untangles the internet of commodity, capitalism, and artwork that's anime

In Anime's Media combine, Marc Steinberg convincingly indicates that anime is way greater than a method of eastern animation. past its rapid kind of cartooning, anime can also be a special mode of cultural construction and intake that resulted in the phenomenon that's this present day known as "media mix" in Japan and "convergence" within the West.

According to Steinberg, either anime and the media combine have been ignited on January 1, 1963, while Astro Boy hit jap television monitors for the 1st time. backed via a chocolate producer with savvy advertising abilities, Astro Boy quick 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 sweets and for what may perhaps occur 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 alterations of jap media tradition that followed—and ahead to the much more profound advancements in worldwide capitalism supported through the move of characters like Doraemon, hi Kitty, and Suzumiya Haruhi. He information how convergence was once sparked by means of 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 fundamental 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 bargains the 1st sustained research of the japanese mode of convergence that informs worldwide media practices to this present day.

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

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This principle of the expanded interval was, as we saw earlier, an essential element of anime movement. Fewer images were used to compose each movement sequence. ”101 This expanded interval, mediated by 32 · Limiting Movement, Inventing Anime the still image of the character, became one of the principal means of developing connections across media and material forms, as we will see in subsequent chapters. But the principle itself can, as I suggest here, be traced to innovations that took place within manga, as writers attempted to induce a greater sense of movement in that medium.

That had been used much more sparingly in prewar manga. ”87 Film critic Satō Tadao indeed situates prewar manga as a kind of primitive mode of representation. ”88 The importance of this shift from prewar and wartime manga to postwar, modern manga is not only its revolution of manga as a medium but its incorporation of an intensity of movement into the still image itself—a transformation that would have a great impact on the development of anime. Manga provided the technical and representational context that would accustom spectators to feeling a sense of movement from still images.

Children were starved for entertainment and delighted to find it in the affordable form of kamishibai. These two factors led to a great upsurge in the popularity of this medium. 68 Despite the vast number of spectators it reached each day, kamishibai was not, properly speaking, a mass medium, insofar as the latter is generally defined by the phenomenon of a single sender’s message reaching a mass audience. With kamishibai, there was a multiplicity of messages, each inflected by the particular performer and the conditions of the performance, each involving the face-to-face encounter between kamishibai performer and audience.

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


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