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Comment: Univ Of Minnesota Press; 2012; Paperback; Used paperback, with shelfwear along the edges, corners slightly bumped, spine creased; some underlining in places, else binding and pages remain solid.
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Anime’s Media Mix: Franchising Toys and Characters in Japan Paperback – February 23, 2012

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Anime’s Media Mix: Franchising Toys and Characters in Japan + Otaku: Japan’s Database Animals + Japan's Postwar History, Second Edition
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Editorial Reviews


"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

About the Author

Marc Steinberg is assistant professor of film studies at Concordia University.

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Product Details

  • Paperback: 304 pages
  • Publisher: Univ Of Minnesota Press (February 23, 2012)
  • Language: English
  • ISBN-10: 0816675503
  • ISBN-13: 978-0816675500
  • Product Dimensions: 5.5 x 0.9 x 8.5 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #527,136 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

1 of 7 people found the following review helpful By Alice on April 25, 2013
Format: Kindle Edition Verified Purchase
This is a decent book on the topic, considering the fact that it's very hard to find books on Japan's
character merchandising business in English.

But the writing is so poor that I've had quite a number of moments when I regretted buying this book.
In the end, I concluded that it was a good thing that I met this book. And I'm giving it four stars.
Without the value of the info available here, I would've given it just a star or two.

Hope you can see through the poor writing and editing..
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