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181   $ctxt$2rdacontent
182   $cc$2rdamedia
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200 10$aAnime's media mix $efranchising toys and characters in Japan /$fMarc Steinberg
210   $aMinneapolis $cUniversity of Minnesota Press$d2012
215   $a1 online resource (336 p.)
300   $aDescription based upon print version of record.
311   $a0-8166-7550-3 
311   $a0-8166-7549-X 
320   $aIncludes bibliographical references and index.
327   $aIntroduction: 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.
330   $aIn 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 po
606   $aCharacter merchandising$zJapan
606   $aCharacter toys$zJapan
606   $aCartoon characters$zJapan
606   $aComic strip characters$zJapan
606   $aAnimated television programs$zJapan$xHistory and criticism
606   $aAnimated films$zJapan$xHistory and criticism
606   $aComic books, strips, etc$zJapan$xHistory and criticism
615  0$aCharacter merchandising
615  0$aCharacter toys
615  0$aCartoon characters
615  0$aComic strip characters
615  0$aAnimated television programs$xHistory and criticism.
615  0$aAnimated films$xHistory and criticism.
615  0$aComic books, strips, etc.$xHistory and criticism.
676   $a381/.45791453
700   $aSteinberg$b Marc$f1977-$01484129
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906   $aBOOK
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996   $aAnime's media mix$93702664
997   $aUNINA