Apr. 28th, 2012

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Now that teaching is done and professional service is almost done, I'm finally getting back into concentrated anime research. And at the top of my pile (along with Mechademia 6, review coming eventually) is Marc Steinberg's new book Anime's Media Mix: Franchising Toys and Characters in Japan. I have to say off the top that this book is mainly targeted at those interested in the history and media theory of the anime industry, not at a general reader or even fan community audience. Examples from shows are few, endnotes are many. But if you are interested in the marketing and transmedia aspects of anime, and you want to know how the current system of manga/anime/gaming/light novel integration came to be, this is a ground-breaking book based on some impressive archival research.

Mini Media Mix )

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