03534nam 2200805 a 450 991081958270332120240516152804.09780816680238(online)9781299943421(online)9781452947525(online)978081667549497808166755001-4529-4752-X0-8166-8023-X(OCoLC)794492279(CKB)2670000000180169(EBL)902560(OCoLC)792688105(SSID)ssj0000632003(PQKBManifestationID)11420422(PQKBTitleCode)TC0000632003(PQKBWorkID)10617329(PQKB)11350077(StDuBDS)EDZ0001170705(MiAaPQ)EBC902560(MdBmJHUP)muse29897(Au-PeEL)EBL902560(CaPaEBR)ebr10555668(CaONFJC)MIL525593(EXLCZ)99267000000018016920110801d2012 uy 0enguraz#---auuuutxtrdacontentcrdamediacrrdacarrierAnime's media mix franchising toys and characters in Japan /Marc Steinberg1st ed.Minneapolis University of Minnesota Press20121 online resource (336 p.)Description based upon print version of record.0-8166-7550-3 0-8166-7549-X Includes bibliographical references and index.Introduction: rethinking convergence in Japan -- Anime transformations: Tetsuwan Atomu. Limiting movement, inventing anime -- Candies, premiums, and character merchandizing: the Meiji-Atomu marketing campaign -- Material communication and the mass media toy -- Media mixes and character consumption: Kadokawa books. Media mixes, media transformations -- Character, world, consumption.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 chocolate manufacturer with savvy marketing skills, Astro Boy quickly became a cultural icon in Japan. He was the poCharacter merchandisingJapanCharacter toysJapanCartoon charactersJapanComic strip charactersJapanAnimated television programsJapanHistory and criticismAnimated filmsJapanHistory and criticismComic books, strips, etcJapanHistory and criticismCharacter merchandisingCharacter toysCartoon charactersComic strip charactersAnimated television programsHistory and criticism.Animated filmsHistory and criticism.Comic books, strips, etc.History and criticism.381/.45791453Steinberg Marc1977-1666003MiAaPQMiAaPQMiAaPQEBZBOOK9910819582703321Anime's media mix4025020UNINA