Description:
Untangles the web of commodity, capitalism, and art that is anime
Review Quotes:
"Anime's Media Mix is a must-read for anyone interested in the transformations of contemporary media. In portraying how anime characters are emblematic of mobility and connectivity in a broader media ecology, Marc Steinberg maps a new logic of production and consumption that shapes our world today."--Ian Condry, MIT
"Marc Steinberg opens up brave new possibilities for the study of global media cultures. Attending to the watershed years of Japan's 1960s and the ascendance of televisual animation he details how entire commodity regimes came to circulate around the idea of the anime "character." Original and timely, historically dense and theoretically acute, Anime's Media Mix definitively teaches us that anime can no longer be thought outside the networks of its transmediation."--Marilyn Ivy, Columbia University
"Anime's Media Mix is invaluable for pointing out that anime characters owe much of their popularity to the advertising of their commercial tie-ins."--Animation World Network
"Offers a cultural history of branding, marketing, and cross-media narrative. . . Of interest not just in cultural studies, anime studies, and Japan studies but also in marketing communications, and even business."--Choice
"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 this day."--LSE Review of Books
"Fascinating."--Asian Studies Review
"As a whole, the book is written in an engaging and lucid style. It draws on the Japanese-language scholarship on anime and marketing while making that discourse accessible for nonspecialist readers."--Journal of Japanese Studies
"Historically sound and theoretically engaging, Steinberg's book provides a critical genealogy of media mix in the context of the profound social, cultural, and economic transformations that occurred both in Japan and globally."--Journal of Asian Studies
"Engaging and thoughtful."--International Journal of Communication