Descargar archivo de libro pdf Anime’s Media Mix

In<i> Anime’s Media Mix</i>, 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.<br /><br />According to Steinberg, both anime and the media mix were ignited on January 1, 1963, when <i>Astro Boy</i> 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 Pokémon and beyond.<br /><br />Steinberg traces the cultural genealogy that spawned Astro Boy to the transformations of Ja