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

• Anime's Media Mix: Franchising Toys and Characters in Japan
• Marc Steinberg
• Page: 304
• Format: pdf, ePub, mobi, fb2
• ISBN: 9780816675500
• Publisher: University of Minnesota Press

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

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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 ...

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