ContentsIntroduction: Rethinking Convergence in JapanPart I.
Anime Transformations: Tetsuwan Atomu
1. Limiting Movement, Inventing Anime
2. Candies, Premiums, and Character Merchandizing: The Meiji-Atomu Marketing Campaign
3. Material Communication and the Mass Media ToyPart II. Media Mixes and Character Consumption: Kadokawa Books
4. Media Mixes, Media Transformations
5. Character, World, ConsumptionAcknowledgments
Marc Steinberg is assistant professor of film studies at Concordia University.
"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