||1 of 1 people found the following review helpful.| A Boy Called Astro|By Rich Duffy|Easy to read and well researched, Steinberg traces the development of manga into anime and then anime into a cross media, synergistic phenomenon. And it all goes back to Astro Boy's leap to anime that made the character a marketing goldmine.|1 of 7 people found the following review helpful.| Decent book, lousy writin||
Engaging with film, animation, and media studies, as well as analysis of consumer culture and theories of capitalism, Steinberg offers the first sustained study of the Japanese mode of convergence that informs global media practices to thi
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...
[PDF.cv62] Anime’s Media Mix: Franchising Toys and Characters in Japan Rating: 3.66 (632 Votes)
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