Contents
Introduction: Rethinking Convergence in Japan
Part I. Anime Transformations: Tetsuwan Atomu
1. Limiting Movement, Inventing Anime
2. Candies, Premiums, and Character Merchandizing: The Meiji-Atomu
Marketing Campaign
3. Material Communication and the Mass Media Toy
Part II. Media Mixes and Character Consumption: Kadokawa
Books
4. Media Mixes, Media Transformations
5. Character, World, Consumption
Acknowledgments
Notes
Bibliography
Index
Marc Steinberg is assistant professor of film studies at Concordia University.
"Anime’s Media Mix is a must-read for anyone interested in the
transformations of contemporary media. In portraying how anime
characters are emblematic of mobility and connectivity in a broader
media ecology, Marc Steinberg maps a new logic of production and
consumption that shapes our world today." —Ian Condry, MIT
"Marc Steinberg opens up brave new possibilities for the study of
global media cultures. Attending to the watershed years of Japan’s
1960s and the ascendance of televisual animation he details how
entire commodity regimes came to circulate around the idea of the
anime “character.” Original and timely, historically dense and
theoretically acute, Anime’s Media Mix definitively teaches us that
anime can no longer be thought outside the networks of its
transmediation." —Marilyn Ivy, Columbia University
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