Anime’s Media Mix

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出版者:Univ Of Minnesota Press
作者:Marc Steinberg
出品人:
页数:304
译者:
出版时间:2012-2-23
价格:USD 25.00
装帧:Paperback
isbn号码:9780816675500
丛书系列:
图书标签:
  • 动画 
  • 文化研究 
  • 美國 
  • 社會學 
  • 日本 
  • 文化 
  • 媒體研究 
  • theory 
  •  
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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 chocolate manufacturer with savvy marketing skills, Astro Boy quickly became a cultural icon in Japan. He was the poster boy (or, in his case, "sticker boy") both for Meiji Seika's chocolates and for what could happen when a goggle-eyed cartoon child fell into the eager clutches of creative marketers. It was only a short step, Steinberg makes clear, from Astro Boy to Pokemon and beyond. Steinberg traces the cultural genealogy that spawned Astro Boy to the transformations of Japanese media culture that followed--and forward to the even more profound developments in global capitalism supported by the circulation of characters like Doraemon, Hello Kitty, and Suzumiya Haruhi. He details how convergence was sparked by anime, with its astoundingly broad merchandising of images and its franchising across media and commodities. He also explains, for the first time, how the rise of anime cannot be understood properly--historically, economically, and culturally--without grasping the integral role that the media mix played from the start. Engaging with film, animation, and media studies, as well as analyses 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 this day.

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对看似三言两语就能说明白的联动表象作了更细致且有说服力的论述。纸芝居的关联一节蛮亮眼。日文版https://book.douban.com/subject/26891712/ 的章节安排不一样,按日文版作者后记是为了面向日本读者作了调整增删,另附有大塚英志解读一篇。

评分

对看似三言两语就能说明白的联动表象作了更细致且有说服力的论述。纸芝居的关联一节蛮亮眼。日文版https://book.douban.com/subject/26891712/ 的章节安排不一样,按日文版作者后记是为了面向日本读者作了调整增删,另附有大塚英志解读一篇。

评分

对看似三言两语就能说明白的联动表象作了更细致且有说服力的论述。纸芝居的关联一节蛮亮眼。日文版https://book.douban.com/subject/26891712/ 的章节安排不一样,按日文版作者后记是为了面向日本读者作了调整增删,另附有大塚英志解读一篇。

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